• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Presentations from IPA Modern Briefing from 3rd July 2012
 

Presentations from IPA Modern Briefing from 3rd July 2012

on

  • 15,035 views

 

Statistics

Views

Total Views
15,035
Views on SlideShare
4,206
Embed Views
10,829

Actions

Likes
46
Downloads
377
Comments
0

31 Embeds 10,829

http://wearesocial.net 7135
http://www.ipa.co.uk 1418
http://wearesocial.com 1039
http://killerpoke.net 660
http://karu.lt 200
http://quasiglue.typepad.com 96
http://notesonanidea.tumblr.com 43
http://flavors.me 42
http://table-19.tumblr.com 33
http://digitalapprentices.collected.info 32
http://feeds.feedburner.com 30
http://tadd31.tumblr.com 27
http://www.hanrss.com 11
http://cureforthecommondigital.collected.info 11
http://thelaymansatlas.tumblr.com 10
http://www.tumblr.com 8
http://cleverpopek.com 8
https://www.facebook.com 4
http://dingeunddevelopment.collected.info 3
http://www.facebook.com 3
http://ipa.co.uk 3
http://t.co 2
https://twitter.com 2
http://www.newsblur.com 2
http://de.flavors.me 1
http://www.google.com 1
http://webcache.googleusercontent.com 1
http://131.253.14.250 1
http://wearesocial.com. 1
http://localhost 1
http://pinterest.com 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Really good for building a bridge, or the next press ad for Hathaway Shirts.
  • Design process. How UX works. How lean startups work. How R/GA and Big Spaceship work.
  • .

Presentations from IPA Modern Briefing from 3rd July 2012 Presentations from IPA Modern Briefing from 3rd July 2012 Presentation Transcript

  • #ipamodernbriefing #ipamodernbriefing
  • ProcessGlyn BrittonAlbion, Managing Partner, Strategy & Innovation@glyndot #ipamodernbriefing
  • Process? Yawn… #ipamodernbriefing
  • What I‟ll argue— We‟re getting bogged down in the debate between open vs. prescriptive, ideas vs. execution, proposition vs. engagement.— We need a new way of working, not just a new brief / briefing.— If collaboration‟s too difficult, you‟re doing it wrong. #ipamodernbriefing
  • Not convinced? #ipamodernbriefing
  • What is process?— Noun: A series of actions or steps taken to achieve an end. Waterfall.— Verb: To perform a series of operations on something in order to change it. Agile. #ipamodernbriefing
  • Waterfall process— What: Prescriptive outcomes— Who: Specialist teams— How: Deliver handed-down scope Client Client Creative Big brief brief brief idea ---------- ---------- ---------- ---------- Client - Account - Planning - Creative - Production ---------- ---------- ---------- ---------- - - - - Role of the brief: Scope to be delivered Role of the briefing: Information sharing, handover #ipamodernbriefing
  • What‟s the problem?— “How can I write a brief when the answer could be anything from an app to an ad?”— You‟re trying to use Waterfall to solve business problems/opportunities. – Planners need to stop trying to prescribe solutions to business problems through documentation. – Instead be part of an Agile team iterating towards a solution. #ipamodernbriefing
  • Stay with me,here comes the good stuff! #ipamodernbriefing
  • Agile team— What: Solve problems— Who: Multi-disciplined, self-organising team— How: Iterative, collaborative process Triage #ipamodernbriefing
  • Agile process— What: Solve problems— Who: Multi-disciplined, self-organising team— How: Iterative, collaborative process Iterate v0.3 What How ------- ------- ------- ------- Discovery Concepting Validate Role of the brief: Role of the „briefing‟: Record of task Team Knowledge gathering, and today‟s solution hypothesis building, & user testing #ipamodernbriefing
  • Iterative approach Conventional approach Agile approach Big Bang launch Iterative development Research „guesswork‟ Live validation Subjective feedback Objective metrics #ipamodernbriefing
  • Iterative approach Pour fuel on Fan the Light 100 those that flames of the small fires take largest Go / No Go decision points, with hard business metrics. Online Facebook Premium Media Display filter scale develop #ipamodernbriefing
  • Practical tips— Do: Try version numbering your briefs.— Don‟t: Forget the philosophy. #ipamodernbriefing
  • — Thank you #ipamodernbriefing
  • InsightsMichael DickMEC, Head of Strategy #ipamodernbriefing
  • ContentsWhat is Insight ?Insight in the “Old Brief” ?Insight in the “Modern” Brief ? #ipamodernbriefing
  • Perspective #ipamodernbriefing
  • What is insight? #ipamodernbriefing
  • Clear #ipamodernbriefing
  • Actionable #ipamodernbriefing
  • Inspirational #ipamodernbriefing
  • Old brief ? #ipamodernbriefing
  • Linear #ipamodernbriefing
  • Role of insight #ipamodernbriefing
  • Modern brief? #ipamodernbriefing
  • Modern world? #ipamodernbriefing
  • Modern comms? #ipamodernbriefing
  • Modern insight? #ipamodernbriefing
  • Live and fast #ipamodernbriefing
  • Judgement #ipamodernbriefing
  • Shape and edit #ipamodernbriefing
  • Everyone #ipamodernbriefing
  • Leaps of faith #ipamodernbriefing
  • Connecting #ipamodernbriefing
  • Inspiration (again) #ipamodernbriefing
  • Don‟t #ipamodernbriefing
  • Do #ipamodernbriefing
  • AudiencesRichard HuntingtonSaatchi & Saatchi, Director of Strategy@adliterate #ipamodernbriefing
  • aboutabout #ipamodernbriefing
  • “Theconsumeris not a moronshe is yourwife” #ipamodernbriefing
  • Six notes to selves #ipamodernbriefing
  • 1. Kill the caricatures #ipamodernbriefing
  • 2. Behaviour has to change #ipamodernbriefing
  • 3. Deliver revelations #ipamodernbriefing
  • 4. Talk aboutwhat they love #ipamodernbriefing
  • 5. A question of influence #ipamodernbriefing
  • 6. Love and respect #ipamodernbriefing
  • “Empathy is an imaginative leapin which you endeavour tounderstand the world from theperspective of another person”Roman Krznaric, Empathy #ipamodernbriefing
  • #ipamodernbriefing
  • #ipamodernbriefing
  • #ipamodernbriefing
  • ParticipationPatricia McDonaldIsobar UK, Executive Planning Director@PatsMc #ipamodernbriefing
  • #ipamodernbriefing
  • We may well debate the commercial merits ofparticipation #ipamodernbriefing
  • And some of our efforts may bemuse ourconsumers #ipamodernbriefing
  • Nevertheless, for more and more of ourconsumers, participation is a way of life #ipamodernbriefing
  • More and more of the content they seeis filtered by friends‟ participation -17% of users consume news stories based on friends‟ recommendations -28.8% watch online videos based on friends‟ recommendationsSo if we want our content to be seen at all, we need a measure of participation Source: Global Web Index #ipamodernbriefing
  • More importantly, participationdisrupts business models #ipamodernbriefing
  • Participation disrupts business models Disruption of supply #ipamodernbriefing
  • Participation disrupts business models Disruption of pricing models #ipamodernbriefing
  • Participation disrupts business models Disruption of distribution #ipamodernbriefing
  • So how do we get better at briefingfor participation? #ipamodernbriefing
  • 3 key themes:1. A business problem is a behavioural change in disguise2. Think about network insights, not (only) consumer insights3. From “the single thing we want to say” to “the single thing we‟re going to make or do” #ipamodernbriefing
  • 3 key themes:1. A business problem is a behavioural change in disguise #ipamodernbriefing
  • At the heart of every business problem todayis an opportunity to change consumerbehaviour- Even in those areas we previously struggled to impact #ipamodernbriefing
  • Start with a clear, simple, granular problem(N.B. these aren‟t easy to get to) THE PROBLEM -We need our 1m light users to buy 1 more pack a year each -Rate of sale is sky high but our distribution is a barrier to growth -Delivery costs are stripping the margin from our business #ipamodernbriefing
  • Then identify the behaviour you need tochange to make that happen THE PROBLEM THE BEHAVIOURAL CHANGE -We need each of our 1m light -We need to create one users to buy 1 more pack of additional baking occasion a year butter a year for these users -Rate of sale is sky high but our -We need our fans to become our distribution is a barrier to distribution channel growth -Delivery costs are stripping the -We need to incentivise users to margin from our business pool their delivery slots #ipamodernbriefing
  • Move from “nice” sharing to, as Clay Shirkyputs it “jackhammer sharing” #ipamodernbriefing
  • 3 key themes:1. A business problem is a behavioural change in disguise2. Think about network insights, not (only) consumer insights #ipamodernbriefing
  • #ipamodernbriefing
  • Thinking about network insights ensures weunderstand why our target might participatewith our platform #ipamodernbriefing
  • It ensures we know how to properly balanceeffort and reward #ipamodernbriefing
  • And it ensures we know how to designexperiences to maximise the participationwe need Source: Luke Wroblewski, The Impact of Social Models #ipamodernbriefing
  • 3 key themes:1. A business problem is a behavioural change in disguise2. Think about network insights, not (only) consumer insights3. From “the single thing we want to say” to “the single thing we‟re going to make or do” #ipamodernbriefing
  • The heart of the traditional creative brief:What is the single thing we want to say? #ipamodernbriefing
  • But we‟ve established….Participation disrupts business modelsConsumers ability to participate has the power to impact ourclients‟ businesses in more profound ways than ever beforeThe solution to a much more diverse range of business problemslies in changes to consumer behaviourIf we want to change behaviour, we‟re probably not going to betalking at people…… #ipamodernbriefing
  • Put another way: “Behaviour is motivation filtered by opportunity” Clay Shirky, SxSW #ipamodernbriefing
  • #ipamodernbriefing
  • What are we going to make or do that will enable thebehaviour we need to see? #ipamodernbriefing
  • In summary1. A business problem is a What do we need people behavioural change in disguise to do?2. Think about network insights, not Why would they do it? (only) consumer insights -what are their network motivations?3. From “the single thing we want to What are we going to say” to “the single thing we‟re make or do that will going to make or do” enable them to do it ? #ipamodernbriefing
  • Media ChannelsJason GonsalvesBBH, Head of Strategy #ipamodernbriefing
  • Rediscovering thecreative power ofmedia #ipamodernbriefing
  • // BRIEFING// MEDIA// MEDIA + BRIEFING #ipamodernbriefing
  • GREAT BRIEFS LIBERATE AND FOCUS CREATIVE THINKING #ipamodernbriefing
  • MODERN BRIEFING: ITERATIVE COLLABORATIVE STIMULATING #ipamodernbriefing
  • ACCOUNT PLANNING X MEDIA PLANNING X U/X DESIGN #ipamodernbriefing
  • // BRIEFING// MEDIA// MEDIA + BRIEFING #ipamodernbriefing
  • MEDIA CHANNELS #ipamodernbriefing
  • MEDIA IS TOOIMPORTANT TO BE LEFT TO MEDIA AGENCIES #ipamodernbriefing
  • #ipamodernbriefing
  • MEDIA = CULTURE #ipamodernbriefing
  • #ipamodernbriefing
  • ALL BRANDS AREMEDIA BRANDS #ipamodernbriefing
  • #ipamodernbriefing
  • EVERYTHING IS MEDIA #ipamodernbriefing
  • // BRIEFING// MEDIA// MEDIA + BRIEFING #ipamodernbriefing
  • BRIEF IDEA EXECUTION #ipamodernbriefing
  • INSPIRATIONUse the media to discover, and bring to life, dominant and emerging cultural themes. #ipamodernbriefing
  • #ipamodernbriefing
  • #ipamodernbriefing
  • DIRECTIONIdentify when, where and how youshould best engage your audience. #ipamodernbriefing
  • #ipamodernbriefing
  • #ipamodernbriefing
  • #ipamodernbriefing
  • #ipamodernbriefing
  • EXPRESSIONCreate the media that best express the big idea #ipamodernbriefing
  • #ipamodernbriefing
  • #ipamodernbriefing
  • #ipamodernbriefing
  • • #ipamodernbriefing
  • #ipamodernbriefing
  • NAVIGATIONDesign how you want people to ‘flow’ from one experience to another to unlock value. #ipamodernbriefing
  • #ipamodernbriefing
  • #ipamodernbriefing
  • #ipamodernbriefing
  • “IMAGINATION IS MORE IMPORTANT THAN KNOWLEDGE” Albert Einstein #ipamodernbriefing
  • TrendsDan SouthernContagious Insider, Senior Consultant@Dboy #ipamodernbriefing
  • Contents #ipamodernbriefing
  • ContentsBuenos Aires #ipamodernbriefing
  • #ipamodernbriefing
  • #ipamodernbriefing
  • #ipamodernbriefing
  • Three Weeks / Ten Ideas #ipamodernbriefing
  • Move To Doing – andavoid the dude we should do philosophy! #ipamodernbriefing
  • External agency /client boundaries are changing #ipamodernbriefing
  • ExternalBoundaries Are not getting less The world is Changingcollaborative #ipamodernbriefing
  • Make it scary; empowered people win! #ipamodernbriefing
  • #ipamodernbriefing #ipamodernbriefing