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1. Sept 2011 the process • Why are they useful? • They are a way to bring the larger marketing team together to understand and align the audience and their patterns of purpose. • They are a brainstorming platform, a visually compelling way to share insights and stimulate ideas. It’s a great tool to keep visible in ideation sessions to ensure that any ideas reflect something that is meaningful to the consumer. • They help set the scene when presenting communication ideas or creative. • They serve as a go-to guide, a live reference point to remind you of your audience. • In the digital form, it can be easily updated and refreshed. What is an archetype? Archetypes offer a multi-dimensional view of our audience. They gather together unique, motivating and compelling facts and thoughts we know about the target, based on research, expert knowledge, product data, category experience . They are a way of generating empathy with our audience. What is an archetype map? Archetype mapping is a technique that we use to build and visualize our audience. We take the most relevant, interesting, and high indexing data points (approximately 120) which matter most for a given audience. In a grouping exercise, we conduct a workshop to distil key themes and develop a unique insight about our audience. Watch Jim Elms, Global Head of Strategy, explain more here: http://justcurious.umww.com/CuriositySkills/Item.aspx itemId=7bcd4f42-5a1c-421f-98b1-e075cf337b45 See page 2 for a sample archetype map Develop narrative Data point selection Archetype mapping workshop Build map in digital application • Take a high-resolution picture of the wall, or otherwise capture your data points and insights • See page 3 for detailed instructions on how to transfer your data points, themes and insights into the digital archetype map. • Pull lifestyle, behavioural, attitudinal, category and channel-related data points against your target demographic using UM proprietary, client and syndicated data sources (i.e., Simmons, TGI, MIM, Wave) • Analyze each statement for fit, sample size, coverage, and index. Select the top 100-125 most relevant statements • In groups of 3-5 people, transfer each data point onto an individual post-it notes • Place all post-it notes onto a large wall and begin to examine for similarities and patterns among the data • Begin separating data points into four quadrants. Each quadrant will represent an individual theme which motivates your audience, supported by 13-16 data points • Each quadrant requires a short, first-person title (i.e., “I am a trendsetter,” 29 characters max) in addition to a few sentences which describes the theme (195 characters max) • Who is your audience? To ground your archetype, create a few sentences to give context to who they are, where they come from. Distil your four key themes into a core audience insight (70 characters max) • Share and compare– present your archetype and narrative to other groups, building out the best aspects of each into the strongest collaborative map

2. sample 29 characters max 195 characters max 70 characters max on target image, 70 characters max on rollover

3. Tips & Tricks: Color coding your tiles Step 1 – In Presentation Info mode, click box next to “Show color coding” and select color Tiles will have a colored edge when you download the library

4. Tips & Tricks: Cropping your images Step 1 – In Edit mode, add a new tile and select an image Step 3 – Zoom and drag image to desired crop size and click “Crop Image” Step 2 – Click on “Crop Image”

5. Tips & Tricks: Using tabbed tiles Tabbed Tiles can have: Images (with a “+ More” link) Videos

6. Tips & Tricks: Downloading your tiles Step 1 – In Edit mode, click on tile button Step 2 – Click “Save Tile Library” Step 3 – Click on link to download

7. Tips & Tricks: Expanding tile library view Step 1 – In Edit mode, click on > arrow to expand tile library Click on < arrow to shrink back

8. Tips & Tricks: Zoom into the quadrants Step 1 – In View mode, click on the hourglass to show zoom options Step 2 – Click on the quadrant you want to zoom in Step 3 – Click on the hour glass again to zoom out

9. Tips & Tricks: Turn your archetype into a PDF In View mode, click on the PDF icon and select your paper size

10. Tips & Tricks: Adding, applying and removing tags Step 3 – When you’re editing your tiles, click the Add a Tag button to add tags Step 1 – In Edit mode, click on the Tags button Step 2 – Enter the tag group label and the tag names and press Done To remove a tag, click on the X button

11. Tips & Tricks: Downloading and viewing interactive archetype on your computer Step 1 – On the main screen, click the download button to download a ZIP file Step 3 – Open the folder and double click on“open_to_view_archetype” Step 2 – Find the file on your computer and extract it using a ZIP application

12. building a digital access http://archetypes.umww.com First time users: Email archetypes@umww.com for a username and password. Include which account(s) you need access to. Clients: Clients should not have access to the system. Instead, see export options below for how to share. Please note that you will need to log in with VPN if you are accessing from outside the office. images (.png, .jpg, .gif – no .bmp) • Tiles: 250 x 250 • Center image: 300 x 300 • Client logo: Any width x 30 • Tabbed tile contents: • Main image: 555 x 311 • Thumbnail: 50 x 50 • Tiles can be Simple, with one image with a short text overlay, or Tabbed, which support image and video content. You cannot make a Simple tile into a Tabbed tile or vice-versa – you need to create a new tile. • We recommend searching for tile images on Bing or Flickr. • Avoid images with light or white backgrounds to help the text overlay stand out. • Client logo should be a PNG file with a transparent background. • Use higher resolution images only if you plan to print archetype on a size larger than Tabloid or A3. • Keep image and movie filenames short (under 20 letters) and avoid special characters (" * / : < > ? \ |) • For a Tabbed tile, every piece of content requires a 50 x 50 thumbnail. • All tiles, titles, insights, and audience narratives should be written in first person. • Keep text over image succinct, the limit is 40 characters. • Save your work often! asset sizes & formats videos (.flv, .mov/ .mp4 encoded in H.264, less than 50 MB) • The video frame is designed for widescreen videos – 16:9 ratio or 555 x 311 pixels. • If you have Firefox, click here to download an add-on that will allow you to download YouTube videos • Upload videos with Fast/Hinted streaming enabled. If your videos don’t stream, click here to download video converter. text Titles – 29 characters max Paragraphs – 195 characters max Target and rollover target text - 70 characters max export options Static PDF: Letter (11x8.5)A4 (11.75x8.25)Tabloid (17x11) Interactive Webpage (via live link) • Interactive Webpage (via .zip folder) • Extract all files from the .zip folder. All files in .zip folder must be installed locally to run the webpage. • Click open_to_view_archetype_no_um.html OR open_to_view_archetype.html to view webpage. If that doesn’t work, drag the file into Internet Explorer.

13. building a digital Checklist • Have you identified four key themes? • Have you gathered a minimum of eight and a maximum of sixteen tiles to support each of your themes, including custom images for your archetype and data to support? • Have you given your archetype a name and a visual? • Have you crafted the core insight? • Have you created one tabbed tile in each quadrant to provide more context? • Do you have a plan as to how often you will update the archetype? FAQs Q: How do I delete boxes? How do I edit text? A: To delete, hover over the box with your mouse, and click the button. To edit text, hover over the box with your mouse and click the button. Q: Who can I share with? A: Only people with a log-in to the system can see the archetype in edit mode, but anyone with internet access can see the archetype in view mode. Copy the link in your web browser to share. Q: What do I do if the system freezes? A: Sometimes if you upload a file type the system doesn’t recognize or encounter a glitch, the system will freeze. In this case, close out of your browser and log back in. The system will load your archetype from when you last saved it. Q: Will there be a central image library? A: We will not be creating a central image library, though within your teams you can create your own file share on your local directories. Q: Who can I contact for help? A: For technical help or to report a bug, please contact MBsupport@mediabrandsww.com

14. As discussed yesterday on the phone, this is actually an issue with the videos themselves depending how they were encoded. You can see a test here: http://archetype.umww.dev.expandtheroom.net/Presentation/589c8f50e7... where the first 2 videos were encoded with Fast/Hinted streaming enabled (depending on the program you use to encode the videos, you may have this option) and play after the first few seconds are downloaded. • The third video was not encoded with the Fast/Hinted streaming feature and you have to wait until the download is complete before it plays. The fourth video was ran through this nice free utility: http://renaun.com/blog/code/qtindexswapper/ which adds the Fast/Hinted streaming feature to the video and reuploaded. You can see that it plays right without having to be fully downloaded. • We believe the audio encoding was an issue in the mp4 – it needed to be AAC