keynote.Ihaf.november2014.kent thomsen

YOUR TASK:

Use the 6 bricks to build a duck…

LEGO ProfitLEGO Revenue

0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

10%

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

LEGO Market Share (G6)

Shopper Marketing

Agency

Why in-house agency set-up ?

We are able to move with high speed

We ensure consistency around our many product launches

We protect the core values across all communication

We build knowledge internally vs with external partners

We save money (a lot, actually…)

Denmark - USA - Mexico -

United Kingdom - Germany -

Czech Republic - Singapore -

Hong Kong - Shanghai

6 THINGS I BELIEVE IN.

1. PERCEPTION IS REALITY (SO IF WE WANT TO BE PERCEIVED AS AN AGENCY, WE MUST FIRST ACT AS ONE…)

2. AGENCY BUSINESS IS PEOPLE BUSINESS(AND THE CREATIVES ARE THE STARS…)

3. INSIST ON MEASURING PERFORMANCE

BIG, FAT, SLOW, OVER-PRICED...

…OR READY TO PERFORM?

4. EXTERNAL AGENCIES HELPS US STAY SHARP…

5. SAYING ‘NO’ ALLOWS US TO FOCUS…

THE SHOPPER AGENDA

NETWORKING AND SHARING SUCCESS-STORIES…

6. WE PICK OUR CORPORATE BATTLES…

SOMETHING POSITIVE SOMETHING NEGATIVE

1. Perception is reality… (if you want to be perceived as an agency, start acting as one)

2. Agency business is people business…(and the creative are the stars)

3. Insist on measuring performance…

4. External agencies helps us stay sharp…

5. Saying ‘No’ allows us to focus…

6. We pick our corporate battles…