Gnaarly Sept 03

Great North American
Agency Report that Loves You

To unlock NA Agencies' massive
potential, we have put together
the GNAARLY to give everyone at
Facebook who works with agencies
a better perspective on the
ecosystem to enable all of us to
be awesome agency partners.
Similar to many advertisers, agencies

are under increased pressure to
deliver business results (their own
and their clients) in a world gone
mobile which is leading to agency
models being revisited and revised.
Scroll through our inaugural report

to learn more, and never hesitate
to contact the Agency Team to see
how you can get involved.
Agenda
1
The NA Market
2
Meet the Team
a day in the life of an
agency partner
3
2018 Action Plans
4
Spotlight
In-Stream (US)
1
The NA Market
Perspective
Agencies are
pivotal to our
growth as
a company
In H1 2018 the NA Big
6 Agency business totaled
over
$2.1B
grew
30%
Despite this scale and growth rate,
Facebook still only represents under
~5% of Agency spend -- there is still huge
upside to be realized from agencies
shifting spend to Facebook from all
media channels.
The 3 trends that
we are focusing on:
1
Organizational change
within HoldCos
Rebranding of agencies:
• SMG reverted to Starcom and Mediavest
was reborn as Spark Foundry.
HoldCos collocating
• Both GroupM in US & DAN in Canada
have moved all agencies into a single
building
Agencies merging
• Globally GroupM’s MEC + Maxus
= Wavemaker
• In Canada, the GroupM OpCo CEOs
now report to a Canadian CEO who
reports to the global CEO
2
Diversifying
client focus
• Large agencies are very dependent
on “anchor” clients for revenue and
profitability which creates risk in an
environment with so many pitches
which has led to an increased focus
on the torso.
• However don’t let the name fool you
– Torso clients spend several $100m
of measured media, and this is an
opportunity for Facebook AND our
agencies weighted to brand.
3
Diversifying revenue
streams
• To increase margin, agencies are
bringing many service offerings in
house – for example, bringing buying
in-house rather than using FMP’s
and, developing services around
data and insights e.g. IPG’s recent
Acquisition of Axciom.
What does not change is
agencies’ focus on delivering
business results or, creating
business value for advertisers
which is the perfect place for
our conversations with
agencies to begin each time.
The next step is to partner

with them to find the right
Facebook solutions that will
enable the desired business
outcome on the platform.
2 A Day in
The Life
KT Wall
Creative Agency
Partnerships
Julien Nowak
Performance
Agency Partner
3
2018 HoldCo
A
Action Plans
Team
(DAN) NA
Jason Dailey
Head of Agency
US
Billy Gold
US Agency
Solutions Manager
Eric Johns
Agency Partner
360i; Fetch
Brian Watroba
Agency Partner
Merkle; iProspect
Stephanie Worthy
Agency partner
Carat
Lindsay Gash
Creative Agency
Partner
Meredith Zhang
US Measurement
Agency
Neil Cameron
Agency Partner
CAN
*MFC: video that is :15s or less and / or vertical
2018 Agency HoldCo Summary
(DAN) NA
Key OpCos
2018 Revenue Projection
46%
US: $840M Global
CAN: $66M Market
NA Total: $906M Share
Top Three Accounts (YTD)
GSO SMB GSO SMB

Microsoft Zendesk GM Mastercard
GM Stage Loblaw Elevation
TimeWarner Charlotte Coca Cola Pictures
Russe Lindt
Recent Recent
Account Wins Account Losses
Subway ALDO
Jaguar/Land Rover Adidas
Microsoft Estée Lauder
ABInBev Mondeléz International
(DAN) NA
What you need to know
• New Leadership: Nick Brien, Americas

CEO, is focused on integration and
transformation across the network
and hired a number of new key execs
on his leadership team; Clive Record,
Global GMP Lead is moving to the US
• M1: DAN has made a big bet on data
with the acquisition of Merkle, Aquila and
other agencies to drive their people-
based marketing vision digital mission.
• Transformation Multiple tailored
programs and dedication of resources
by FB and DAN toward understanding
the industry’s biggest challenges:
• Craft Matters new, agile creative
business model leveraging DAN creative
capabilities
• Attention Economy Ambitious research
project to develop planning & buying
standard, based on attention
• Sprint to 2020 agile, work-stream to
drive impact against DAN’s 2020 goal
(DAN) NA
• Leadership: Annette Warring, Cdn CEO

moving to Executive Client President,
GM role in Detroit – Exec shuffle
imminent. New CEO of iProspect; Dan
Kalinski sourced from Australia
• M1: Cdn roll out TBD due to strict data
privacy laws
• New AP on business – Established
senior agency commitment to video
growth in H2:
• Joint measurement plan
• Cross publisher DAR study
• Mobile works program
• Agency focus Growing expertise
in the eCommerce space
(DAN) NA
Dentsu Aegis NA Scorecard
Revenue YoY Growth

($) (%)
1H Global $860M 33%
1H NA (NA) $394M 30%
Optimal Liquidity MFC

Spend (%) (%)
(%)
1H Global 76% 58% 70%
1H NA (NA) 79% 56% 74%
Team
NA
Colleen Soriano
Weinrich
Head of Agency / US
Erica Madden
US Agency Partner
Midwest
Chase Mohney
US Agency partner
West
TBH
US Agency Partner
East
Jessica Weiss
Agency Solutions
Manager / Midwest
Megan Barhorst
US agency Solutions
Manager West
Mark Ayesh
US Agency Solutions
Manager / East
Julien Nowak
CAN Performance
Agency Partner
Mary Haskin
US Creative
Agency Partner
Neil Mohan
CAN Creative
Agency Partner
KT Wall
US Creative Agency
Solutions Manager
Rowena Ruan
US Measurement
Agency Partner
Stephanie
Flemming
CAN Agency Partner
NA
Key OpCos
55%
US: $1.09B Global
CAN: $122M Market
NA Total: $1/131B Share
GSO SMB GSO SMB

AT&T The Boston Canadian Sun Life Financial
P&G Beer Co Tire Tourisme Québec
Pepsi PPG Pepsi Desjardins
Enterprise Scotiabank
Recent Recent
Beiersdorf P&G (haircare brands only)
HSBC Rogers
BRP Estee Lauder Companies
The Boston Beer Co
NA
• Accelerate growth at OMD

( #1 priority for the portfolio)
• Support the integration of Resolution
into OMD, PHD and Hearts
• Diversify OMG’s video investment
(Stories, In-stream reserve)
• Bring media and creative together by
normalizing collaboration and inclusion
• Service long-tail agencies to
diversify/grow Omnicom revenue
and mitigate risk
• Closing the strategy to execution

gap in video:
– Consumer centric planning and buying
playbook for video
– Joint thought leadership research
(Eg. Neuro video project)
– Creative FMP video program
– Joint Annual Plans on lighthouse
accounts
(DAN) NA
Omnicom NA Scorecard
Revenue YoY Growth

($) (%)
1H Global $848M 34%
1H NA (NA) $470M 32%

Spend (%) (%)
(%)
1H Global 86% 58% 78%
1H NA (NA) 79% 57% 73%
Team
NA
Kevin Hein
Head of Agency
US
Jameson Pine
US Agency Partner
Digitas, Performics, P.S.
Julie Lang
US Agency Partner
Zenith, Moxie, MIRY, Blue449
Megan Zamiara
US Agency Partner
Starcom
Kelsey Gamblin
US Agency Partner
Starcom, PHM, Saatchi & Saatchi
TBH
US Agency Partner
Spark Foundry,
Ilham Mezyan
US Agency
Solutions Manager
Jessica Weiss
Agency Solutions
Manager
Jeff Sikaitus
US Creative Agency Partner
Publicis WW
Gina Santana
US Creative Agency Partner
Leo Burnett, The Community
Kayla Osmond
CAN Creative
Agency Partner
Neil Mohan
CAN Creative
Agency Partner
Neil Cameron
Agency Partner
CAN
NA
Key OpCos
UNISON
57%
US: $1.6B Global
CAN: $30MM Market
NA Total: $1.63B Share
GSO SMB GSO SMB

Verizon Hyatt Toronto Abbott
Samsung Duracell Dominion Keurig
Best Buy Regions Samsung Duracell
Kraft Heinz
Recent Recent
Marriot Hudson’s Bay Co
Burger King White Wave Foods
Campbells
Macy’s & Keurig
NA
• Their Business: Publicis reported

surprisingly weak results for 2Q18 with
a -2.1% organic decline. However, margin
improvements were favorable and
longer-term trends appear, on balance.
• Our Business / Their Business:
Significant focus on readiness for 8/15
(Partner Category / Custom Audience).
Obstacles exists as they work towards
securing client letters (not all are
secured) and they continue to work
with finalizing data agreements (i.e –
Oracle Data Cloud).
• Creative Mobile Works – seeing positive
momentum towards implementation,
so doubling down the efforts here is
important. Working on integrating
Publicis creative agencies under the
program as well.
• Media in Stream Reserve – seeing wide
interest, great feedback from clients,
but slow implementation. Let’s work
together to get creative here, because
we are seeing above benchmark
performance across the board.
NA
• New AP on business – H2 Action

plan focused on:
– TD account scale – Accelerated
learning pathway to meet account
demands
– Launch of Platform Pledge in Canada
- Access to ongoing production
support and resourcing for mobile
optimized creative
– Solving measurement challenges
that are preventing allocation of
budgets and stay close as relevant
new formats roll out
NA
Publicis NA Scorecard
Revenue YoY Growth

($) (%)
1H Global $861M 20%
1H NA (NA) $487M 29%

Spend (%) (%)
(%)
1H Global 75% 56% 72%
1H NA (NA) 77% 52% 73%
Team
NA
Catherine Salazar
Head of Agency
US
Ashan Khan
Agency Partner Essence,
AKQA, Mediacom
Mandi Everson
Agency Partner Mindshare,
Msix, NEO, GTB
Peter Schruth
Agency Partner
Wavemaker, VML
Rich Lim
Agency Solutions
Manager
Giancarlo Pitocco
Creative
Agency Partner
Neil Mohan
CAN Creative
Agency Partner
Meredith Zhang
Measurement
Agency Partner
Julien Nowak
CAN Performance
Agency Partner
NA
Key OpCos
39%
US: $960M Global
CAN: $83MM Market
NA Total: $1.04B Share
GSO SMB GSO SMB

Google Align Unilever Bayer
Nestlé Technology Ford Pfizer
Comcast Chevron AmEx GoDaddy
Mike’s Hard
Lemonade
Recent Recent
Adidas Amgen
Bailey’s GAP, BRP
Hilton, Shell Marriot, Revlon
ALDO, T Mobile HSBC, Campbell’s
NA
• Focus on onboarding and FB immersion

for new business wins; Adidas, Hilton,
T-Mobile and Mars
• Support business in review, ‘win the
pitch before the pitch’ sessions; Amex,
Chanel and Ford
• Service top HoldCo clients as GSO
clients are 90% of share of spend
(+26% YoY)
• Partner with SMB to grow mid and torso
accounts; SMB YoY growth of 51%
• Lean in on vertical strategy with focus
on regaining ground with prospect
verticals for agencies
NA
• GroupM Canada has undergone a

significant reorg in H1: All OpCo
CEOs report to a Canadian CEO
for the first time and Catalyst teams
(responsible for 90% of social
execution) have been absorbed
back into the OpCos.
• Focused on performance
excellence with GroupM from
the center out. Within a year,
Brand Optimal improved from 87%
to 98% and DR Optimal from 42%
to 72%. On the people we hosted
certification readiness workshops
which resulted in 10 certifications
in a day.
NA
WPP NA Scorecard
Revenue YoY Growth

($) (%)
1H Global $1.17B 34%
1H NA (NA) $462M 29%

Spend (%) (%)
(%)
1H Global 73% 55% 71%
1H NA (NA) 82% 59% 79%
Team
NA
Catherine Salazar
Head of Agency
US
Liz Cantalamessa
US Agency Partner
IPG
Julien Nowak
CAN Performance
Agency Partner
Alyssa Simms
US Agency
Solutions Manager, IPG
Hannah Law
US Creative
Agency Partner
Kayla Osmond
CAN Creative
Agency partner
Katherine Karp
US Measurement
Agency Partner
Sarah Fitzgerald
Agency Partner
CAN
NA
Key OpCos
62%
US: $540M Global
CAN: $78MM Market
NA Total: $618M Share
GSO SMB GSO SMB

Hershey GoPro RBC Moosehead
CocaCola McCormick Bell EDC
J&J TIAA FCA Interac
Recent Recent
Revlon Arbys
Astra Zeneca Papa Johns
Amazon, Allstate AB In Bev
Estée Lauder
NA
• Focus on winning and retaining client

business (Mercedes, FCA)
• Growing new revenue streams
(ie. IPG Media Lab, Reprise)
• Double down on Reprise (Global CEO
Michael Roth’s ask)
• Digital Edu via “University” curriculum
(INI & UM)
• Media Focused Priorities: In-Stream,
IG Stories, Viewability and Brand Safety
• Joint focus on measuring business

results leading to:
– Leadership mandated learning agendas
across major client groups & better
sightlines into planning
– Co-Publishing of FB + TV research
paper/case video
– Video meta-analysis presented at
FB Canada client summit
NA
IPG NA Scorecard
Revenue YoY Growth

($) (%)
1H Global $454B 49%
1H NA (NA) $280M 51%

Spend (%) (%)
(%)
1H Global 80% 68% 73%
1H NA (NA) 86% 73% 79%
3 B
2018 Core Creative

Agency Action Plans
Creative Agency
Partnership Vision
Demonstrate that connected,
we can create anything. To
transform the industry by proving
the value of mobile-first creativity
and agile production capabilities.
Ultimately, to create and celebrate
campaigns that define the next
generation of great work.
2018 Goal – North Star

Metric
Increase penetration of MFC –
vertical & short-form.
Big Bets
1
Mobile First Video
Accelerate mobile transformation by aligning
agencies with specialists (Create Together),
funding (Mobileworks) and setting aspirational
goals (Platform Pledge).
2
Vertical Alignment
Increase sales impact by aligning efforts against
HOI/CS vertical avocados. Utilize vertical ranger
to address pan-vertical issues.
3
Pan-Agency Initiatives
Utilize Fall Roadshow to rebuild agency trust, and
inspire them to build work across our platforms,
leaning into community initiatives.
4
Metrics
Pilot unified set of metrics agreed upon by
media/creative agencies working closely with
Marketing Science, CS, Creative Solutions.
5
Under-served audiences
Transform the ecosystem by
extending efforts into under-served
agency audiences like L&D, ad schools.
6
Emerging Models
Deepen understanding of emerging models to
offset risk with legacy agencies and to inform
their transformation.
Overview
Portfolio Analysis
& “Need States”
Priority Omnicom WPP
Agency
Focus
Positioning The Work. The We sell, or else.

Work. The Work. Pioneering brands
We Are the since 1864.
Disruption
Company.
A force for good.
Unique Accelerating Demonstrating the

Portfolio creative quality & power of data-
Role investment driven creativity
through greater
internal alignment
Overview
Portfolio Analysis
& “Need States”
Priority Publicis IPG
Agency
Focus
Positioning To be the Truth well told.

preferred creative Transformation
partner in our at speed.
clients’ marketing
transformation
Creativity can
change behavior.
Unique Proving the power Cracking creative

Portfolio of pan-agency in a legacy shop
Role alignment against - ECDs
scaled programs Fueling an
innovation pipeline
Overview
Portfolio Analysis
& “Need States”
Priority Indies Havas & DAN
Agency
Focus
Positioning Creatively led. To be the world’s

Strategically best company at
driven. creating meaningful
Technology connections
friendly. between people
Human Obsessed and brands
It doesn’t matter using creativity,
where, how or in media and
what medium an innovation.
idea is expressed, We are a change
you still have to agency.
start with a
good one.
Unique Meeting the Unlocking the

Portfolio needs of performance
Role “makers” feedback loop
Overview
Portfolio Analysis
& “Need States”
Priority Social Natives
Agency
Focus
Positioning We’re a full service digital

agency built for the now.
We're a full-service advertising
agency offering creative
services, in-house production,
media buying, and talent
management... all in one place,
24/7
Unique Accelerating understanding

Portfolio of emerging models;
Role counterweight for legacy
agencies
Inflection Point:
Fix it before it's broken
Relationship Summary
Our 2018 strategic objectives are establishing a

NA leadership POC to drive continuity across the
region, re-enforcing c-level office relationships,
and building a global strategy led by US CAP.
BBDO is our most advanced creative partnership

in NA. We have seen significant success in the
form of deep relationships, creative
collaboration, shipped work, awards, and PR.
Our goal is to not only maintain BBDO's position

as our best in class creative partnership but to
accelerate it to the next level. Continuing to
collaborate on creative development while
focusing in on production and media alignment
is our tactical path forward.
Highlights Dunkin' Donuts win, large amount

of shipped work with mobile creative
considerations, creative self-sufficiency,
awards & industry accolades.
Lowlights Lowe’s loss, key contact turnover,

CCO advocacy
Big Bets
1
Priority Businesses:
Deepen creative partnership,
strategic buy-in, & media agency
alignment on priority clients
according to vertical prioritization
2
The work, the work,
the work :
Continue to prioritize lighthouse,
award winning work by pioneering
new mobile creative treatments
3
Production Evolution:
Drive continued adoption of Creative
Hub & launch MobileWorks to accelerate
a production model that is in-line with
velocity of content needed and client
demands
Educate
Depth and Breadth
• Custom Blueprint e-learning path US launch Q3
• Hands-on, office by office edu focus – Insights Tool
training, Story School, Roadshows, and 70.20.10
narrative delivered in every US office.
• Monthly Comms & Production meeting review
• Pilot measurement training in NYC to scale
to other markets.
Enrol
Creative Hub & Hacks
• Participation in Stories Hack, Messenger Hack,
and Create Against Hate
• Creative Hub is integrated into the connecting and
production process across the majority of priority
accounts (79 registered, 8WAP)
Engage
Opportunity to drive greater participation in
smaller markets
• Guiding creative strategy hand in hand with sales
teams across Visa, Mars, Wells Fargo, Exxon, HP,
PepsiCo., Humana, etc. focus.
• The majority of our wins have come from the NY
office. When we consider CHI, SF and ATL the
overall partnership and volume of work shipped has
room for improvement. 76% of video is either less
than 15s or vertical
Enlighten
Thought Leadership: Social Studies,
About Face, Thumb Breaker
• PR: 7 industry stories over the last 12 months;
3 planned Cannes PR moments
• Awards: 2017 Most awarded agency – FB Awards;
2017 & 2018 Webby Agency of the Year; 2017
Media Post Social Media Agency of the Year;
2 Lions (1 short list), 2 Pencils, 1 Cube
A Giant Trying to
Re-Invent Itself
Our relationship with Ogilvy is DEVELOPING.

They're on the cusp of transformation if they can
finalize their 2-year-long re-org and implement
their new agile creative department in
partnership with us. While the lead partnership
stakeholder has changed 3x in the past year,
yet we've continued to grow the seeds we
planted across the agency’s silos. The new Global
Head of Partnerships will scale our partnership
across silos in the US and globally in 2018.
Highlights Of the partnership include

sophisticated adoption of AI Beta on Lego,
and creatively with Nationwide, IHG, Type With
Pride, and Refugee Nation - the latter two were
awarded at Cannes in 2017.
Lowlights Ogilvy's slow embrace of mobile best

practices across teams, campaigns killed by
clients late in development, and organizational
silos that have not broken down despite their
2016/17 re-org.
Big Bets
1
20% increase in mobile optimized
video by partnering with new agile
creative department and using creative
sprint model on key accounts.
2
We will develop the first global
creative agency partnership plan
with Ogilvy, connecting FB+Ogilvy
in key global markets.
3
Creative Re-Education: Aiming to
achieve highest creative agency
enrollment in Blueprint Live/eLearning.
Educate
• Vast inconsistency in mobile-savviness of
Ogilvy teams (ranging from B+ to D-), but new
partnership with WW Chief Learning Officer
and new Global Head of Partnerships can help
us change this.
Enrol
• Top creative agency user of AI Beta, first creative
agency to alpha test multi-CTA video ad units for
IHG, participation of 1.5 -day Mobile Creative
Certification Workshop with Blueprint Team, high
attendance at Creative Together event.
Engage
• Willing and eager to partner, only held back
by client SOWs that limit Ogilvy's engagement
on social opportunities, or clients cutting
budgets/killing projects.
Enlighten
• Eager to partner in this manner, but agency
is still putting pieces in place that will allow us
to facilitate this kind of change usage.
100% is the starting point
Help Publicis "Sprint to
the Future"
32% --> 87.5% --> 100%
The relationship with Publicis is solid and while we

have executive alignment on the path forward,
I think continued momentum and speed are the
challenges/opportunity we face
• Executive alignment on the Publicis Platform Pledge
(from the CEO on down) "The Power of Repetition"
• We have moved from passive executive participation to
active exec participation with 2 new strategic initiatives
Primary area of focus for Publicis is:
• Mobile First Video Adoption
– We have put our entire focus with Publicis on
mobile video and storytelling because of the current
deficiency and opportunity
Highlight The initial traction with the Pledge from

both a media and creative perspective has been the
biggest highlight to date with Publicis. Publicis
leadership is already planning to scale the Pledge
globally. On the Comms side, the number and quest for
the number has given them something to rally behind.
Big Bets 100% Mobile Optimized Video
Assets by EOY 2018 (Currently at 87.5%)
1 Phase I
Platform Pledge
Co-Authored with Publicis Advisory Board
Alignment, Education Execute, Impact
Consistent Mobile Storytellers
2 Phase II
Platform Pledge
Co-Authored with CSO Alignment,
Education Execute, Impact
Versatile/Inventive Mobile Storytellers
3 Phase II
Visual Shorthand Project

Co-Authored with CSO Alignment,
Education Execute, Impact
Effective Mobile Storytellers
Educate
Education without Action
is Inaction
• As part of the Platform Pledge,
we have put all client teams at Publicis Comms
through “Mobile Storytelling” narratives
(Speed of Feed, Creative Considerations, etc.)
Enrol
Strong participation in programs,
tools and events:
• L’Oreal team in Creative Hub pre-testing beta
• 105 Creative Hub registered users (top 3 agencies)
• 3 hyper hacks: Stelara and Entresto (beta pharma
frameworks) and Reckitt Benckiser.
Lysol (short video)
Engage
Accelerate mobile transformation
by cracking creative:
• 80% mobile optimized to 99% by end of Q3.
• Expand client scope beyond current priorities and NY.
• Pilot dogfooding program with 'elusive' creatives in H2.
• Minimize impact from Creative Shop re-org
Enlighten
This is a priority but in reality, teams seem to have
reluctance. Find light touch PR opportunities:
• Possible PR at Cannes about L'Oreal
Creative Hub usage.
• Scale F3 through NYC
A partnership to match
their swagger
McCann is a DEVELOPING relationship.
McCann defied odds to become agency of the

year but their success is their own worst
enemy. Competency is isolated and doesn't
always mirror their reputation.
Need to accelerate agency-wide mobile

transformation to position McCann as a
mobile first agency.
Highlights:
• Strong Executive level relationships
• McCann's high profile MGM Universal Love
campaign brought to life with 70:20:10
and close partnership.
Lowlights:
• No case studies or joint PR despite this being
a priority and pushing hard for MGM to be on
Cannes Beach Stage.
• Legal concerns launching mandatory
Blueprint eLearning.
Big Bets
1
Transformation through truth.
Continue to have hard conversations with
McCann about how to accelerate their
business to be mobile-first and to scale
success we've seen on priority accounts.
2
Increase mobile optimization on key
clients* from 80% to 99% by end of Q3,
then expand to non-priority accounts.
*Clients: GM, Mastercard, Microsoft, NY Lottery,
Ulta Beauty, CFA, & Choice Hotels.
3
Bridge media and creative by focusing where
both are under one roof (Mastercard), we have
strong XFN alignment (MGM, Verizon), and we
can intelligently use a marketing program
(dogfooding).
Educate
Focus on improving education
outside NYC.
• 20 x Blueprint Live participants in H1 in LA and SF
• eLearning custom path scheduled for H2,
pending legal review
• Pilot measurement training in NYC to scale
to other markets
Enrol
Strong participation in programs,
tools and events:
• L’Oreal team in Creative Hub pre-testing beta
• 105 Creative Hub registered users (top 3 agencies)
• 3 hyper hacks: Stelara and Entresto
(beta pharma frameworks)
and Reckitt Benckiser. Lysol (short video)
Engage
Accelerate mobile transformation
by cracking creative:
• 80% mobile optimized to 99% by end of Q3.
• Expand client scope beyond current priorities and NY.
• Pilot dogfooding program with 'elusive’
creatives in H2.
• Minimize impact from Creative Shop re-org
Enlighten
• This is a priority but in reality, teams seem to have
reluctance. Find light touch PR opportunities:
– Possible PR at Cannes about L'Oreal Creative
Hub usage.
– Scale F3 through NYC
Help future-proof the
agency of the future
While the R/GA relationship is strong, I think there

is still a lot of untapped potential. The goal for
R/GA is to become the North Star for creative
agency partnerships
R/GA leadership team is taking expanded roles
with Nick's departure. We have strong relationships
with a lot of those execs (Vin Farrell, Chloe Gottlieb,
Jess Greenwood, Dave Surgan). Need to develop
stronger relationships to some of the new leaders
that have emerged (Ben Williams, Chris Northam
and Eric Jannon) post Nick.
Their active listening and curiosity has become

the trigger for some exciting new strategic
initiatives.
Highlight Partnership impact and output has
been really strong in H1 (Create Together,
Client Collaborations, Strategic Initiatives)
Lowlight R/GA has a number of projects in the
pipeline that leverage our APIs, so some of the
updates have created additional work/pivoting for
some of their projects (Carnival Cruises, Verizon,
Love Has No Labels, etc.)
Big Bets Helping R/GA Develop And
Create New models + Ways of Working
1
Innovation Paths:
Working with R/GA on platform innovation
tracks to productize and sell to their clients
(innovation retainers)
• Surfaces / Messaging /Conversational
Commerce AR
Learn Early. Learn Fast.
2
Growth Hacking:
Working with Strategy, Media and Content Studio
to develop an agile performance marketing unit
within their Global Content Studio
Craft Meets Performance.
3
Culture of Collaboration
Celebrate and showcase how R/GA is working
with the FMP ecosystem.
R/GA's LEAD. Follow
Educate
Focus on Practical Learning
• All client teams and creative teams have gone
through Mobile Best Practices + Instagram
Stories Deep Dive + IG Stories School. Education
in H2 will be focused on Messaging.
Enrol
Give Content Studio Superpowers
• Working on future-proofing their content studio
• Ongoing Education for their producers
and content creators
• Integrating Creative Hub into their workflow
• Integrate pre-testing tools into their workflow
• Collaborate on "format addendum" to the their
studio briefs
Engage
New stories + New experiences
• R/GA is making the best work for Instagram Stories
(ESPN/NBA and NIke) and Messenger. They continue
to be first movers for all our formats and set the bar
creatively in these new formats. Alignment with IG
team for them to give us first look at some of the
experiences they are building (Verizon "Find the 8 v2,
Nike "Apparel")
Enlighten
• Continue with our public displays of partnership
(Create Together, Adweek, See It/Be It) R/GA has
been an anchor partner for our "Create Together"
events with Chloe + Vin's participation in NYC
and exec producters participating in LA event.
Educating (and learning
from) an indie titan.
WK is a DEVELOPING relationship.
They've doubled down on their creative thinking
and continue to win.
Overcoming perception that our platforms are
not creative opportunities is our biggest challenge.
Need to inspire agency beyond tools,
announcements, and updates – lean into
relationship, presence and CAP perspective.
Highlights:
• AdAge of the Year
• Secured Bud Light Social AOR
• Relationships strengthening with sales teams
around P&G and Samsung
Lowlights:
• Few collaborations and case studies
• Director of Social Jess Breslin turnover
Big Bets
1
Production Driven Cases
Support producers and production
companies with an inherent understanding
of mobile video - no matter what phase.
2
Evergreen Stunts
Arm Clients like KFC, Bud Light, Old
Spice with deep platform knowledge to
maximize their experimentation.
3
Creatively Led Media
Both PDX and NY are establishing media
practices with a focus on creative impact.
Support learnings with measurement and scale
across agency.
Educate
Focus on little known media and
young social strategy departments in
NY and PDX to up level their basic
knowledge through Blueprint.
Enrol
Continue driving strategists and account to
Creative Hub – opportunity for feedback
exchange. Learn from their hack mentality.
Build more sustaining relationships with
Creative Shop.
Engage
Establishing a regular cadence of check-ins,
office hours and best in class examples
around IG Stories, IGTV and Messenger bots.
Driving relationships between young digital
production department and internal
producer is major opportunity.
Enlighten
Agency that prefers to let their work do the
talking. Seek out opportunities to support their
work, their clients and their agency - in that order.
4
Spotlight
In-Stream (US)
Spotlight
In-Stream (US)
Making online video social
Watch is Facebook’s dedicated hub for
longer form, episodic video content.
Since launching Watch nearly a year ago,
we have amassed learnings and feedback
from users, publishers/creators, and
advertisers that have informed the evolution
of Watch and our video ecosystem. Since
making these updates, we've seen increases
in daily watch time and retention in the tab,
enabling us to aggressively expand Watch
globally. These updates will increase in-
stream inventory (the ad placement in
Watch content and longer form video
content in feed) in new markets.
Launching Watch globally means giving
people a place to discover and connect
with video content.
• Agencies (specifically the Big 6) have

adopted in-stream at a much faster pace.
Agency managed revenue spends almost 3X
what un-managed revenue does on in-
stream.
• In-stream completion rates are 70%, with
greater than 50% played sound on.
• 85% of in-stream impressions meet the MRC
standard for a viewable view
Spotlight
In-Stream Reserve (US)

Agency-led Alpha
Reservable, fixed price offering across our
top, brand safe inventory, billed on Nielsen
in-demo impressions and executed through
a Facebook managed service.
Q2/Q3
• 6 advertisers tested in Q2 – all but one
renewed for Q3
• We have had a mix of verticals test including:
Retail, FinServ, Entertainment, and TechTelco
• Completion ranges in line with in-stream
overall (>70%)
• Sound on rates are higher than average, with the
vast majority of impressions watching with sound
• All campaigns delivered in full!
Q4
• We are excited to scale the program with a
combination of more inventory and more
ops support to staff and deliver on the
‘white glove model’
• Due to market feedback, both the average
CPM and the minimum has dropped
• CPMs down from $31 to $25
• Minimum down from $250K to $100K
Thank You

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