#AugmentedPlanning by @mirandaluis 6/14/2013
Aug 11, 2014
#AugmentedPlanning by @mirandaluis 6/14/2013
I’m a thief disclaimer:
among others like Martin Weigel, Adrian Ho, Mark Pollard, Paul Isakson,….….
mission
WTF is account planning about nowadays?
“In baiting a trap with cheese," always leave room for the mouse”"
Jon Steel / Truth, Lies and Advertising
Jon Steel --- Truth, lies & adver5sing
from information to inspiration to help making better ads
classic account planning
information insight evaluation inspiration
ref: Mark Pollard
Effective inspiration
My journey
INSIGHT SWEET SPOT
2002 2004 2006
ref: J.Walter Thompson Madrid 2002
DIFFERENTIAL BRAND/PRODUCT OFFER
CONSUMER INSIGHT
SWEET SPOT
CLIENT Insight
CONSUMER Insight
COMPETITION Insight
ref: FCB/TAPSA Madrid 2004
CONTAGIOUS IDEAS CONVERSATION CO-CREATION SEEDING
2008
PUBLICIS SINGAPORE
ref: Publicis Singapore 2008
LISTENING/MONITORING ENGAGEMENT INFLUENCE REALTIME
2009
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
SIZING THE OPPORTUNITY HISPANIC INSIGHT BICULTURAL TOTAL MARKET
2012
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)
Although there are some tensions …
#tension1
conceptual
big idea thinker idea oriented
vs tactical
little ideas doer
media oriented
#tension2
ref: Planningness 2012
#tension3
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
#tension3 #tension3 looks like a big leap
phygital strategic mindset
“this is not about digital planning, but planning for a digital world”
Henry Jenkins “Convergence Culture”
#tension3 #tension3
are we still in the advertising business ?
ref: Big Spaceship
from information to inspiration to help making better ads
ideas and solutions
it’s also about creative marketing
The essence is the same, but nowadays planning
is much more than just communications
“Advertising limits the power of strategy”" Adrian Ho, Zeus Jones
Jon Steel --- Truth, lies & adver5sing
CREATIVE MARKETING
account planning
becomes more than just communications…
MODERN"BRANDING
MODERN BUSINESS STRATEGIES
Modern Branding
“A (modern) brand is simply the sum of great ideas used to build that brand ”"
John Grant
Jon Steel --- Truth, lies & adver5sing
Attention not only had to be earned
also rewarded…
…Making people’s lives better a.k.a “create value for them”
BranDOing"Do > Say"
""
ref: John Willshire
IMPROVING HOW TO
MAKE PEOPLE WANT THINGS "
SOME CURRENT RELEVANT PILLARS TO
DIVE IN POINT OF VIEW COMMITMENT DEMONSTRATE
PURPOSE AS STRATEGY
PURPOSE AS STRATEGY
ref: David Aaker http://www.prophet.com/blog/aakeronbrands/139-higher-purpose-branding
THE GOAL IS NOT IDENTIFY PEOPLE WHO NEEDS YOUR PRODUCT BUT PEOPLE WHO BELIEVE WHAT YOU BELIEVE
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
“Goodness” not necessarily means for a social cause but (the democratization of) doing nice things
EXAMPLES GOODNESS AS STRATEGY? TACTIC
(a.k.a Happy Tactics)
in fact this is not only about doing nice things
but telling stories about doing nice things
ref: Andy Whitlock
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
EXAMPLE PRODUCTION AS STRATEGY
ref: Zeus Jones and Edelman Digital
EXAMPLE PRODUCTION AS TACTIC
( product development / service design )
ref: “Bedknobs_and_Broomsticks” http://en.wikipedia.org/wiki/Bedknobs_and_Broomsticks
A world of Magic
Magic in the World
ref: “Bedknobs_and_Broomsticks” http://en.wikipedia.org/wiki/Bedknobs_and_Broomsticks
Tales
Spells
ref: “Bedknobs_and_Broomsticks” http://en.wikipedia.org/wiki/Bedknobs_and_Broomsticks
Storytelling
Software
ref: “Bedknobs_and_Broomsticks” http://en.wikipedia.org/wiki/Bedknobs_and_Broomsticks
living / crossing / jumping out screens
experiences & interactions
Magic in the world
A PHYGITAL SOLUTION IS MORE LIKELY TO BE SIMULTANEOUSLY…"
" A BUSINESS SOLUTION"
+"AN USER SOLUTION
#anewromance
#anewromance
atoms data
metaproduct
Ref: Meta Products: Meaningful design for our connected world
connected systems
#InternetofTHINGS
ref: Russell Davies – Berg – Good Night Lamp
#InternetofMIDDLECLASSThings
#InternetofMYThings
WEARABLE, BUT PART OF A BIGGER BUSINESS STRATEGY
Interesting concept: BRAND AS WEAREABLE
NOT JUST ABOUT CONSTANTLY WEARING IT BUT EARNING A CONSTANT PLACE IN YOUR LIFE
#NextStepsBrandUtility
#servicedesign
#coUtility democratization
coUtility is not a new concept
but we will see it more often (the rise of open APIs not only from native digital brands & big brands)
#coUtility
+
#coUtility
#automation as new brand landscape
IFTTT.COM
#automation
#automation
Modern Business Strategy
MODERN BUSINESS STRATEGY
SOCIAL BUSINESS DESIGN
ADAPTATIVE BUSINESS MODEL
ECOSYSTEMS OF VALUE
#SocialBusinessDesign
Ref: Dachis Group
#BusinessModels
#BusinessModels
Your business model is not STATIC anymore It will have to evolve FASTER
reinventing
#BusinessModels
amplifiying
#BusinessModels
disrupting
#BusinessModels
90
ref: Gareth Kay
#EcosystemsOfValue
observations
MORE PLANNERS INSPIRING ALSO "CREATIVE (BUSINESS & PRODUCT) SOLUTIONS
MORE BRANDS EMBRACING BEHAVIORS & PRINCIPLES OF …START UPS, API’S , WEAREABLES
2
1
adaptative planning
ref: Gareth Kay
THE PRESENT OF PLANNING THE PAST OF PLANNING
Share of Voice Share of Culture
the future of planning?
keep planning the future
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
The HOW
thanks
@mirandaluis