{
  "docId": "019dd923-622b-71dc-a6db-5b8745c248b4",
  "docSlug": "61f9ed76fe8f",
  "documentTitle": "The Procter & Gamble Company (PG)",
  "authorId": "06_Trian_Partners",
  "authorName": "Nelson Peltz",
  "documentKindSlug": "activist-deck",
  "documentKindLabel": "Activist deck",
  "sourceTypeSlug": "activist_investor",
  "sourceTypeLabel": "Activist investor",
  "presentationDate": "2017-09-06 00:00:00",
  "orientation": "landscape",
  "aspectRatio": 1.3333334,
  "pageNumber": 71,
  "pageCount": 94,
  "prevPage": 70,
  "nextPage": 72,
  "slideType": "preempt_rebuttal",
  "function": "preempt_rebuttal",
  "density": "overcrowded",
  "nDataPoints": 1,
  "notes": "Uses a case study to counter a potential criticism regarding digital competence.",
  "elementsJson": [
    "headline_text",
    "bullet_list",
    "callout_box",
    "other"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-622b-71dc-a6db-5b8745c248b4/71",
  "deckHref": "/decks/019dd923-622b-71dc-a6db-5b8745c248b4",
  "deckJsonHref": "/decks/019dd923-622b-71dc-a6db-5b8745c248b4.json",
  "deckAnchorHref": "/decks/019dd923-622b-71dc-a6db-5b8745c248b4#slide-71",
  "components": [
    {
      "bbox": {
        "h": 0.08,
        "w": 0.9,
        "x": 0.05,
        "y": 0.85
      },
      "kind": "callout",
      "text": "As Chair, Nelson Peltz proudly (and 100% correctly) deflects credit for Wendy’s digital success to Wendy’s world-class marketing & management team",
      "attrs": null,
      "subkind": "primary",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "2ad4d313-080e-404a-866d-0061016b6f98",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.35,
        "w": 0.9,
        "x": 0.05,
        "y": 0.48
      },
      "kind": "list",
      "text": "Left column: WSJ article on Wendy's snarky tweets. Right column: NYT article on the Nugget-Hungry Teenager campaign.",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "b7413cd8-a9b4-4576-8490-ffce7943117e",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.9,
        "x": 0.05,
        "y": 0.25
      },
      "kind": "list",
      "text": "In a recent interview with Forbes: Wendy’s explained its simple philosophy on social media: (1) Hire good people, give them direction and a framework, and let them do their job; Everything interesting in marketing has an inherent risk; Most brands have several people handling the day-to-day posts, so without a clear direction your brand will never develop a distinct voice",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "f3072efb-fe07-47db-ba24-09e743f35660",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.9,
        "x": 0.05,
        "y": 0.42
      },
      "kind": "other",
      "text": "Wendy’s Social Media Campaigns in The News:",
      "attrs": null,
      "subkind": "unclassified",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "c8124bd2-5320-4c1d-82b4-501ffd9e166e",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.9,
        "x": 0.05,
        "y": 0.15
      },
      "kind": "paragraph",
      "text": "Wendy’s (where Nelson Peltz serves as Chairman) has delivered 18 straight quarters of positive same-store-sales in N. America. Social media has played a key role in these results",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "ddd236a8-5722-469c-9a5e-8a235fd31f73",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "quote",
      "text": "“You Want Snark With Those Fries? No One is Safe From Wendy’s Tweets” — Wall Street Journal (7/25/17); “Step Aside, Ellen DeGeneres: The New Retweet Champion Is a Nugget-Hungry Teenager” — New York Times (5/9/17); “Since we changed our tone of voice, we’ve seen a number of new consumers following us, said Wendy’s Chief Marketing Officer Kurt Kane... Social-media watchers can’t point to any [company] that challenge competitors and consumers as much as Wendy’s” — Kurt Kane, Wendy's CMO.",
      "attrs": null,
      "subkind": null,
      "toolName": "Authority citation",
      "toolSlug": "authority-citation",
      "confidence": null,
      "componentId": "019dd953-0934-771a-b7a0-99c0255293c4",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.5,
        "x": 0.05,
        "y": 0.95
      },
      "kind": "source-note",
      "text": "(1) “Nuggs And Sass: Inside Wendy’s Social Media Secret Sauce,” by Tom Ward. Forbes.com 5/9/17.",
      "attrs": {
        "numbered": true
      },
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "6d11db8c-2d63-4747-a8cf-19e4e3d72b63",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.6,
        "x": 0.05,
        "y": 0.05
      },
      "kind": "title",
      "text": "In Case There Is Concern Nelson Lacks Digital Awareness... Wendy’s Case Study",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "85b04bdd-8587-45f6-b062-5cb6074b96ef",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Aha! Moment",
      "slug": "aha-moment",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "72e28697-29f1-4d38-840a-1d4df4d61df0",
      "evidence": "The slide presents a surprising fact about Wendy's social media success",
      "confidence": 0.6
    }
  ],
  "frameworks": [
    {
      "name": "preempt_rebuttal",
      "slug": null,
      "matchId": "e17a7be6-f3d7-4bc0-9cf7-60128e8ea1ba",
      "evidence": "The slide explicitly addresses a potential concern ('In Case There Is Concern...') and provides evidence to refute it.",
      "confidence": 0.9
    }
  ],
  "arcBeats": [],
  "loops": [],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}