EXCLUSIVE  Mark Jones of Lastminute.com talks about evolving their B2B offering to allow partner brands to take advantage of their infrastructure and content relationships. Flemming Ostergaard talks about how it took LEGO’s worsening financial performance to wake them up to the importance of directly connecting with kids through ethnography. And Michael Spang talks about the challenges involved in regionalising the Kodak global corporate website to make it more relevant and useful

 STARRING 

• Mark Jones, MD, Lastminute.com
• Flemming Ostergaard, Director Global Innovation & Marketing, LEGO
• Michael Spang, Eastman Kodak

Recorded live at the Euro MR Event 2006

TIMELINE [18m05s]
00m00s Intro.

1. Mark Jones (Lastminute.com).
00m30s Evolving a B2B strategy.
02m32s Not licensing the lastminute.com brand.
02m45s Types of research conducted.
03m23s Experimentation, innovation and dynamic packaging.
03m58s Evolution of the lastminute.com brand.
04m49s Key challenges over the next year.
05m09s Segmentation.
05m45s Building a strong brand with universal appeal.
06m33s Brand evaluation metrics.
07m11s Impact of being bought by Sabre.
07m56s Personalisation initiatives: current and future.
08m26s Web 2.0 initiatives.

Notable Mentions
B2B.
B2C.
Branding.
Brent Hoberman.
Demographics.
Dynamic packaging.
Early adopters.
Iberia.
Kuoni.
Martha Lane Fox.
Prototyping.
RSS.
Sabre.
Segmentation.
Tesco.
Thomas Cook.
Travelocity.com
User generated content.
Web 2.0.

2. Flemming Ostergaard (LEGO).
08m54s Using ethnography to really understand kids.
10m30s The impact on LEGO’s product innovation.
11m29s Building on ethnography.
12m08s Any epiphanies?

Notable Mentions
Ethnography.
Mindstorm.
Privacy.

3. Michael Spang (Kodak).
13m17s Improving the kodak.com web experience.
14m44s Deciding on which regions to survey.
15m33s Regionalising a global gateway.
16m17s Importance of the website.

Notable Mentions
China.
Corporate image.
Digital photography.
Web usability.

Music Theatrimus from the PMN

Series:EMRE06 Series:Events