OPENMIND is a bespoke team within GroupM, made up of best-in-class digital, offline and integrated media experts who work together for Nestlé. At OPENMIND, we feature our Pervasive Performance model to drive revenue and long-term value for our clients. Pervasive Performance is rooted in the belief that Brand and Performance are inextricably linked. Brand is more than the upper funnel. Not only does it drive awareness and consideration, but it creates demand, drives preference, and most importantly, gives a reason to pay a premium and come back. Performance is more than direct response. It’s an approach driving results. It’s about driving profit, not just conversion. It’s about driving long-term value and not just short-term sales. Pervasive Performance comes to life behind the following tenets: 1. Full Funnel Design – With a business-outcome focus, we connect audiences and channels throughout the funnel with each layer featuring unique creative, optimization metrics and KPIs. 2. Audience First – We deal in media but care more about audiences. Our clients' most valuable audiences are identified and prioritized with personalized, sequenced creative in brand safe environments. 3. Proving Sales – Connecting online media to brick and mortar sales to understand total performance. 4. Relentless Optimization – Daily digital platform optimization and near term granular evaluation and optimization of all channels is combined with long term Market Mix Modeling to ensure that every dollar spent is maximized. 5. Technology Enablement and Automation – Eliminating manual, repeatable labor to fuel strategy and insights.