Augmented Planning - Valencia 6.14.13
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This document discusses the evolving role of account planning. It notes that planning now involves more than just communications and advertising, and encompasses creative marketing, modern branding strategies, and purpose-driven strategies. Planning must understand categories, consumers, culture and technology in a complex, digital world. The role requires conceptual thinking as well as tactical skills to develop ideas, solutions, and stories that make people want things and improve lives.
Augmented Planning - Valencia 6.14.13
- 3. among others like Martin Weigel, Adrian Ho, Mark Pollard, Paul Isakson,….….
- 4. mission WTF is account planning about nowadays?
- 5. In baiting a trap with cheese," always leave room for the mouse”" Jon Steel / Truth, Lies and Advertising Jon Steel --- Truth, lies & adver5sing
- 6. from information to inspiration to help making better ads classic account planning
- 7. information insight evaluation inspiration ref: Mark Pollard
- 9. My journey
- 10. INSIGHT SWEET SPOT 2002 2004 2006
- 11. ref: J.Walter Thompson Madrid 2002 DIFFERENTIAL BRAND/PRODUCT OFFER CONSUMER INSIGHT SWEET SPOT
- 15. ref: Publicis Singapore 2008
- 18. CATEGORY CONSUMER BRAND / PRODUCT CULTURE Human needs Business offer SWEET SPOT TECHNOLOGY MEDIA #COMPLEXITY IS IN THE AIR ref: A try to define a today’s conceptualization framework
- 19. SIZING THE OPPORTUNITY HISPANIC INSIGHT BICULTURAL TOTAL MARKET 2012
- 20. but Planning is driven by Culture & People so no matter if you are in a Hispanic, Digital or whatever type of agency, Planning is Planning* (*or an evolved version)
- 21. Although there are some tensions …
- 22. #tension1
- 23. conceptual big idea thinker idea oriented vs tactical little ideas doer media oriented #tension2
- 25. Trying to figure out what people think Listening what they say and observe what they do (almost in real time) Playing with a significant change in the research paradigm is back #tension4
- 26. #tension3 #tension3 looks like a big leap
- 28. “this is not about digital planning, but planning for a digital world”
- 29. Henry Jenkins “Convergence Culture”
- 32. are we still in the advertising business ? ref: Big Spaceship
- 33. from information to inspiration to help making better ads ideas and solutions
- 34. it’s also about creative marketing The essence is the same, but nowadays planning is much more than just communications
- 35. Advertising limits the power of strategy”" Adrian Ho, Zeus Jones Jon Steel --- Truth, lies & adver5sing
- 36. CREATIVE MARKETING account planning becomes more than just communications… MODERN" BRANDING MODERN BUSINESS STRATEGIES
- 37. Modern Branding
- 38. A (modern) brand is simply the sum of great ideas used to build that brand ”" John Grant Jon Steel --- Truth, lies & adver5sing
- 39. Attention not only had to be earned also rewarded…
- 40. …Making people’s lives better a.k.a “create value for them”
- 44. IMPROVING HOW TO
- 45. MAKE PEOPLE WANT THINGS " SOME CURRENT RELEVANT PILLARS TO DIVE IN POINT OF VIEW COMMITMENT DEMONSTRATE PURPOSE AS STRATEGY
- 46. PURPOSE AS STRATEGY ref: David Aaker http://www.prophet.com/blog/aakeronbrands/139-higher-purpose-branding
- 47. THE GOAL IS NOT IDENTIFY PEOPLE WHO NEEDS YOUR PRODUCT BUT PEOPLE WHO BELIEVE WHAT YOU BELIEVE
- 48. MAKE PEOPLE WANT THINGS " SOME CURRENT RELEVANT PILLARS TO DIVE IN GENEROSITY OVERCOME EXPECTATIONS SURPRISE EMOTIONAL REWARD PURPOSE AS STRATEGY POINT OF VIEW COMMITMENT DEMONSTRATE GOODNESS AS STRATEGY
- 50. “Goodness” not necessarily means for a social cause but (the democratization of) doing nice things
- 51. EXAMPLES GOODNESS AS STRATEGY? TACTIC (a.k.a Happy Tactics)
- 52. in fact this is not only about doing nice things but telling stories about doing nice things ref: Andy Whitlock
- 53. MAKE PEOPLE WANT THINGS " SOME CURRENT RELEVANT PILLARS TO DIVE IN GENEROSITY ADAPTATIVE AGILE REAL TIME SMALL BETS SCALE FAST GOODNESS AS STRATEGY PURPOSE AS STRATEGY PRODUCTION AS STRATEGY OVERCOME EXPECTATIONS SURPRISE EMOTIONAL REWARD POINT OF VIEW COMMITMENT DEMONSTRATE
- 54. EXAMPLE PRODUCTION AS STRATEGY ref: Zeus Jones and Edelman Digital
- 56. ( product development / service design )
- 58. A world of Magic Magic in the World ref: “Bedknobs_and_Broomsticks” http://en.wikipedia.org/wiki/Bedknobs_and_Broomsticks
- 59. Tales Spells ref: “Bedknobs_and_Broomsticks” http://en.wikipedia.org/wiki/Bedknobs_and_Broomsticks
- 60. Storytelling Software ref: “Bedknobs_and_Broomsticks” http://en.wikipedia.org/wiki/Bedknobs_and_Broomsticks living / crossing / jumping out screens experiences & interactions
- 61. Magic in the world
- 63. A PHYGITAL SOLUTION IS MORE LIKELY TO BE SIMULTANEOUSLY…" " A BUSINESS SOLUTION" +" AN USER SOLUTION
- 64. #anewromance
- 65. #anewromance atoms data
- 66. metaproduct Ref: Meta Products: Meaningful design for our connected world
- 69. ref: Russell Davies – Berg – Good Night Lamp #InternetofMIDDLECLASSThings
- 70. #InternetofMYThings WEARABLE, BUT PART OF A BIGGER BUSINESS STRATEGY
- 71. Interesting concept: BRAND AS WEAREABLE NOT JUST ABOUT CONSTANTLY WEARING IT BUT EARNING A CONSTANT PLACE IN YOUR LIFE
- 73. #servicedesign
- 75. coUtility is not a new concept
- 76. but we will see it more often (the rise of open APIs not only from native digital brands & big brands)
- 77. #coUtility +
- 78. #coUtility
- 79. #automation as new brand landscape
- 81. #automation
- 83. MODERN BUSINESS STRATEGY SOCIAL BUSINESS DESIGN ADAPTATIVE BUSINESS MODEL ECOSYSTEMS OF VALUE
- 85. #BusinessModels
- 86. #BusinessModels Your business model is not STATIC anymore It will have to evolve FASTER
- 90. 90
- 92. observations
- 93. MORE PLANNERS INSPIRING ALSO " CREATIVE (BUSINESS & PRODUCT) SOLUTIONS MORE BRANDS EMBRACING BEHAVIORS & PRINCIPLES OF …START UPS, API’S , WEAREABLES 2 1
- 94. adaptative planning ref: Gareth Kay THE PRESENT OF PLANNING THE PAST OF PLANNING
- 95. Share of Voice Share of Culture
- 96. the future of planning?
- 97. keep planning the future
- 98. Forward thinking mother fuckers That’s because today I love this job description for a planner: best job description for a planner ref: Richard Huntington
- 99. The HOW
- 100. thanks @mirandaluis