Shared pain SO WHAT’S THE ISSUE? HACKING PLANNING 5 secrets to increase strategic value
Hacking Planning in Advertising
Aug 11, 2014
This thinking might help your ad agency or brand to increase strategic value and find the unexpected opportunities.
The good news is that it's simpler to fix than everyone thinks.
Here is my attempt that not only fix the flawed business model of advertising, but reinvent it.
The good news is that it's simpler to fix than everyone thinks.
Here is my attempt that not only fix the flawed business model of advertising, but reinvent it.
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Transcript
Shared pain
SO WHAT’S THE ISSUE?!
HACKING PLANNING5 secrets to increase strategic value
Shared pain
SO WHAT’S THE ISSUE?This thinking will help your ad agency ask real questions to solve better problems
Why Change?
The world is in a period of massive change. !
True or False? An absolute, undeniable truth. !
Yet how we think, how we work and what we produce as an advertising industry has changed remarkably little.
!inspired
by Gareth Kay
We need to rediscover strategic creativity with a hacking mindset
!
Hack. (ing) !
To find the most ingenious and effective solution to a problem
!embezzled
from G. Kay
I believe strategic planning as a concept doesn’t fail
It is SIMPLY weakened by the questions we ask. !
By exploring what agencies deliver, my hope is to discover how we can reach the full potential of strategic planning.
Current communication briefs look almost identical as the ones from the 80's
My conundrum: strategic planning is based on an old agency model
Just changing briefs to the post-digital world won’t help
Clients view strategic planners as surface solutions for ads
Most ad agencies solve the promotional communication bits of campaigns. !
And are rarely involved in the cornerstones of marketing: product, pricing and distribution. The Result: A band-aid solution to brand problems, endless opportunities forgone
Challenge
Create a responsive hack approach that stretches the brilliant minds and strengthens any creative agency and their business
This is lazy advertising
Current agencies responding to this challenge by:
New clients
New projects
Making current business more valuable (brand models
and digital projects)
Exploring into new clients
(pitches)
Existing clients
Current Projects
?????
Creating new com briefs and objectives (embrace new digital
technology, media planning)
Inspired by Ana Andjelic
To real creative bravery
First steps to hacking is finding new questions
New clients
New projects
Exploring into new business categories
(Create partnerships hubs )
Existing clients
Current Projects
?????
Adding new services to the business line
(embrace new products, additional revenue streams)
Making current business more valuable (brand models
and digital projects)
Ultimate goal to help any brand or product facing growth
The role of strategy in long term future-facing growth
New clients
New projects
Exploring into new business categories
(Create partnerships hubs )
Existing clients
Current Projects
Adding new services to the business line
(embrace new products, additional revenue streams)
Create brands from scratch and be a startup investor
Create value for people from scratch. Be the growth. Not
just sell the techniques
Making current business more valuable (brand models
and digital projects)
The lifespan of brands is limited and under pressure
Why bother? You might be thinking…What we do works and we already make $$
By 2030 more than 75% of the S&P 500 will be companies that we have not heard of yet
Yale University
1937 2012
37 years
15 years
In a world that’s interactive & open, strategy needs to…
Use a problem-solving approach and a hack methodology to help client’s grow their business and challenge them to embrace innovation. !
Back to Basics…. What exactly is STRATEGY? (Otherwise known as my 2 cents)
!Spotted during Cannes Lions
from G. Kay
By its natures strategy is to solve a challenge/difficulty
Business Brand
Context People
Strategy is based on structured, intelligent thinking about businesses
deviated in four main categories. !
!
To get a clear and differentiated point of view that will lead to
ACTION !
Inspired by Richard Rumelt
The way how agencies use strategic planners is very limited.
The industry standard insists that strategic planners define the ‘What’ and ‘Who’ of a problem by: !
- competitive reviews - trend research - brand models - summaries of best practices - focus groups - data analytics !
And convert the answers into a message. Leaving creatives to define the ‘How’.
No doubt, we need to hack, plan strategy
When you decide you’re in the hacking business “by asking the better questions and solve real problems”;
!
!
the challenge lies in the way your agency perceives & executes strategic creativity
specific ways to increase strategy’s value !5
Innovation Strategy
Connect with innovators
Partnerships with brands
Incubator for startups
In-house Lab
specific ways to increase strategy’s value !5
How strategic planning is valuable to innovation
If you tweak the strategy process by changing the constraints… !
Real problems are revealed. !
You will be able to use strategy as problem-solving approach
Understand problem
Diverge ideas
Choose the best idea
Make prototype
Validate and test it
Example of a new strategy process
How partnerships with a brand helps your agency
Example of a digital lab between multiple partners (ad agency/brand/technology companies and users)
Try to combine different company departments to create something new. !
When you’re working like this, you’ll get collaborative output that will add values to consumers.
Not just add numbers to a made-up parameter.
Why connecting with innovators will help you thrive
Work with a diverse team to identify new commerce gaps within the context of market, user, financial, and technology constraints. !
At best you will innovate from the unexpected combination of two of more things that aren’t typically combined.
How being an incubator for startups will have value
Look for the potential of collaboration. Don’t limit yourself to being an investor by giving money, but help them with space, education, connecting in return for lifetime partnership. !
This working mix of freedom and constraint fuels fresh thinking that creates value.
Why exploring failure and success will help you?
How an in-house lab suits your agency
Dedicate some time to making things just for your company. Or for fun. Or for profit. Sometimes all three. !
Fail fast, learn faster. !
Through exploring failure and success you’re able to find resistance. And new questions and problems.
Example of ad agency Goodby Silverstein & Partners and their house lab
Let’s change the world together
It is pertinent for agencies to continually to be at the forefront of change in different disciplines in all market categories.
!
!
Hacking Planning provides the right environment for it to happen and broaden your agency culture with new approaches
With hacking planning you might find the unexpected opportunities
Let’s change the world together
To prove we strategists / planners are in the business to ask real questions and solve real problems.
!
!
on a direct product and business level in order to look after users, not brands!
Hacking planning will deliver a better valuable strategic advice
Systemic integration of these five core approaches might increase strategy value in any creative agency
!
TIME FOR HACKING PLANNING
Innovation Strategy
Connect with innovators
Partnerships with brands
Incubator for startups
In-house Lab
Innovation Strategy
Connect with innovators
Partnerships with brands
Incubator for startups
In-house Lab
This can turn agencies into growth hackers for brands by pointing the way for their business in the emerging digital markets
!
TIME FOR HACKING PLANNING
Bart van de Kooij
Interested - want to know more hit me at vandekooij [at] gmail [dot] com or https://twitter.com/bartvandekooij !
Strategy thoughts https://medium.com/@bartvandekooij !
moving education in adland forward as a talent developer https://www.facebook.com/rawadvertisers !
Professional proof http://www.linkedin.com/in/bartvandekooij !
A big thank you to my advisors and sourcesGareth Kay (Founder Zeus JonesSF, former strategy partner GSP) - for planting the seed and allowing me to hack his mind !Robert Campbell (Head of planning W+K) - for his midnight advice and demands to make it better !Martin Weigel (Head of planning W+K) - for his bits on Canalsideview blog !Ana Andjelic (Head of Strategy CreateThe Group) - rethinking about strategy !Richard Rumelt, “Good strategy, bad strategy”. !and Tim Polder for sparring, honesty. !EXTRA: Brand example links of hacking planning that increase strategy value Innovation strategy: IDEO human centred toolkit - http://www.ideo.com/work/human-centered-design-toolkit/ !Partnerships with brand departments: Hotel chain Hyatt lab and ad agency Undercurrent - https://hyattdxlab.com/ !Connect with innovators: RG/A / Nike / users - http://www.nikefuellab.com/ !Incubator for startups: Google Ventures - http://www.gv.com/ or W+K Portland lab - http://www.piepdx.com/ !In house design-lab: Goodby Silverstein & Partners BETA - http://goodbysilverstein.com/beta
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