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#ipamodernbriefing             #ipamodernbriefing
ProcessGlyn BrittonAlbion, Managing Partner, Strategy & Innovation@glyndot                                       #ipamoder...
Process? Yawn…                 #ipamodernbriefing
What I‟ll argue— We‟re getting bogged down in the  debate between open vs.  prescriptive, ideas vs. execution,  propositio...
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  ...
Waterfall process— What: Prescriptive outcomes— Who: Specialist teams— How: Deliver handed-down scope            Client   ...
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...
Stay with me,here comes the good stuff!                             #ipamodernbriefing
Agile team— What: Solve problems— Who: Multi-disciplined, self-organising team— How: Iterative, collaborative process     ...
Agile process— What: Solve problems— Who: Multi-disciplined, self-organising team— How: Iterative, collaborative process  ...
Iterative approach   Conventional approach      Agile approach       Big Bang launch     Iterative development    Research...
Iterative approach                        Pour fuel on       Fan the          Light 100      those that     flames of the ...
Practical tips— Do:  Try version numbering your briefs.— Don‟t:  Forget the philosophy.                                 #i...
— Thank you              #ipamodernbriefing
InsightsMichael DickMEC, Head of Strategy                        #ipamodernbriefing
ContentsWhat is Insight ?Insight in the “Old Brief” ?Insight in the “Modern” Brief ?                                  #ipa...
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                                          #ip...
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 K...
#ipamodernbriefing
#ipamodernbriefing
#ipamodernbriefing
ParticipationPatricia McDonaldIsobar UK, Executive Planning Director@PatsMc                                         #ipamo...
#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                                     #ipamo...
More and more of the content they seeis filtered by friends‟ participation -17% of users consume news stories based on fri...
More importantly, participationdisrupts business models                        #ipamodernbriefing
Participation disrupts business models                  Disruption of supply                                         #ipam...
Participation disrupts business models                  Disruption of pricing models                                      ...
Participation disrupts business models                  Disruption of distribution                                        ...
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)   cons...
3 key themes:1. A business problem is a behavioural change   in disguise                                     #ipamodernbri...
At the heart of every business problem todayis an opportunity to change consumerbehaviour- Even in those areas we previous...
Start with a clear, simple, granular problem(N.B. these aren‟t easy to get to)          THE PROBLEM -We need our 1m light ...
Then identify the behaviour you need tochange to make that happen          THE PROBLEM                 THE BEHAVIOURAL CHA...
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)   cons...
#ipamodernbriefing
Thinking about network insights ensures weunderstand why our target might participatewith our platform                    ...
It ensures we know how to properly balanceeffort and reward                                   #ipamodernbriefing
And it ensures we know how to designexperiences to maximise the participationwe need                                 Sourc...
3 key themes:1. A business problem is a behavioural change   in disguise2. Think about network insights, not (only)   cons...
The heart of the traditional creative brief:What is the single thing we want to say?                                      ...
But we‟ve established….Participation disrupts business modelsConsumers ability to participate has the power to impact ourc...
Put another way:    “Behaviour is motivation    filtered by opportunity”    Clay Shirky, SxSW                             ...
#ipamodernbriefing
What are we going to make or do that will enable thebehaviour we need to see?                                       #ipamo...
In summary1.   A business problem is a             What do we need people     behavioural change in disguise      to do?2....
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
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
“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
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Presentations from IPA Modern Briefing from 3rd July 2012

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  • 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.
  • .
  • Transcript of "Presentations from IPA Modern Briefing from 3rd July 2012"

    1. 1. #ipamodernbriefing #ipamodernbriefing
    2. 2. ProcessGlyn BrittonAlbion, Managing Partner, Strategy & Innovation@glyndot #ipamodernbriefing
    3. 3. Process? Yawn… #ipamodernbriefing
    4. 4. 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
    5. 5. Not convinced? #ipamodernbriefing
    6. 6. 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
    7. 7. 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
    8. 8. 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
    9. 9. Stay with me,here comes the good stuff! #ipamodernbriefing
    10. 10. Agile team— What: Solve problems— Who: Multi-disciplined, self-organising team— How: Iterative, collaborative process Triage #ipamodernbriefing
    11. 11. 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
    12. 12. Iterative approach Conventional approach Agile approach Big Bang launch Iterative development Research „guesswork‟ Live validation Subjective feedback Objective metrics #ipamodernbriefing
    13. 13. 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
    14. 14. Practical tips— Do: Try version numbering your briefs.— Don‟t: Forget the philosophy. #ipamodernbriefing
    15. 15. — Thank you #ipamodernbriefing
    16. 16. InsightsMichael DickMEC, Head of Strategy #ipamodernbriefing
    17. 17. ContentsWhat is Insight ?Insight in the “Old Brief” ?Insight in the “Modern” Brief ? #ipamodernbriefing
    18. 18. Perspective #ipamodernbriefing
    19. 19. What is insight? #ipamodernbriefing
    20. 20. Clear #ipamodernbriefing
    21. 21. Actionable #ipamodernbriefing
    22. 22. Inspirational #ipamodernbriefing
    23. 23. Old brief ? #ipamodernbriefing
    24. 24. Linear #ipamodernbriefing
    25. 25. Role of insight #ipamodernbriefing
    26. 26. Modern brief? #ipamodernbriefing
    27. 27. Modern world? #ipamodernbriefing
    28. 28. Modern comms? #ipamodernbriefing
    29. 29. Modern insight? #ipamodernbriefing
    30. 30. Live and fast #ipamodernbriefing
    31. 31. Judgement #ipamodernbriefing
    32. 32. Shape and edit #ipamodernbriefing
    33. 33. Everyone #ipamodernbriefing
    34. 34. Leaps of faith #ipamodernbriefing
    35. 35. Connecting #ipamodernbriefing
    36. 36. Inspiration (again) #ipamodernbriefing
    37. 37. Don‟t #ipamodernbriefing
    38. 38. Do #ipamodernbriefing
    39. 39. AudiencesRichard HuntingtonSaatchi & Saatchi, Director of Strategy@adliterate #ipamodernbriefing
    40. 40. aboutabout #ipamodernbriefing
    41. 41. “Theconsumeris not a moronshe is yourwife” #ipamodernbriefing
    42. 42. Six notes to selves #ipamodernbriefing
    43. 43. 1. Kill the caricatures #ipamodernbriefing
    44. 44. 2. Behaviour has to change #ipamodernbriefing
    45. 45. 3. Deliver revelations #ipamodernbriefing
    46. 46. 4. Talk aboutwhat they love #ipamodernbriefing
    47. 47. 5. A question of influence #ipamodernbriefing
    48. 48. 6. Love and respect #ipamodernbriefing
    49. 49. “Empathy is an imaginative leapin which you endeavour tounderstand the world from theperspective of another person”Roman Krznaric, Empathy #ipamodernbriefing
    50. 50. #ipamodernbriefing
    51. 51. #ipamodernbriefing
    52. 52. #ipamodernbriefing
    53. 53. ParticipationPatricia McDonaldIsobar UK, Executive Planning Director@PatsMc #ipamodernbriefing
    54. 54. #ipamodernbriefing
    55. 55. We may well debate the commercial merits ofparticipation #ipamodernbriefing
    56. 56. And some of our efforts may bemuse ourconsumers #ipamodernbriefing
    57. 57. Nevertheless, for more and more of ourconsumers, participation is a way of life #ipamodernbriefing
    58. 58. 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
    59. 59. More importantly, participationdisrupts business models #ipamodernbriefing
    60. 60. Participation disrupts business models Disruption of supply #ipamodernbriefing
    61. 61. Participation disrupts business models Disruption of pricing models #ipamodernbriefing
    62. 62. Participation disrupts business models Disruption of distribution #ipamodernbriefing
    63. 63. So how do we get better at briefingfor participation? #ipamodernbriefing
    64. 64. 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
    65. 65. 3 key themes:1. A business problem is a behavioural change in disguise #ipamodernbriefing
    66. 66. At the heart of every business problem todayis an opportunity to change consumerbehaviour- Even in those areas we previously struggled to impact #ipamodernbriefing
    67. 67. 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
    68. 68. 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
    69. 69. Move from “nice” sharing to, as Clay Shirkyputs it “jackhammer sharing” #ipamodernbriefing
    70. 70. 3 key themes:1. A business problem is a behavioural change in disguise2. Think about network insights, not (only) consumer insights #ipamodernbriefing
    71. 71. #ipamodernbriefing
    72. 72. Thinking about network insights ensures weunderstand why our target might participatewith our platform #ipamodernbriefing
    73. 73. It ensures we know how to properly balanceeffort and reward #ipamodernbriefing
    74. 74. And it ensures we know how to designexperiences to maximise the participationwe need Source: Luke Wroblewski, The Impact of Social Models #ipamodernbriefing
    75. 75. 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
    76. 76. The heart of the traditional creative brief:What is the single thing we want to say? #ipamodernbriefing
    77. 77. 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
    78. 78. Put another way: “Behaviour is motivation filtered by opportunity” Clay Shirky, SxSW #ipamodernbriefing
    79. 79. #ipamodernbriefing
    80. 80. What are we going to make or do that will enable thebehaviour we need to see? #ipamodernbriefing
    81. 81. 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
    82. 82. Media ChannelsJason GonsalvesBBH, Head of Strategy #ipamodernbriefing
    83. 83. Rediscovering thecreative power ofmedia #ipamodernbriefing
    84. 84. // BRIEFING// MEDIA// MEDIA + BRIEFING #ipamodernbriefing
    85. 85. GREAT BRIEFS LIBERATE AND FOCUS CREATIVE THINKING #ipamodernbriefing
    86. 86. MODERN BRIEFING: ITERATIVE COLLABORATIVE STIMULATING #ipamodernbriefing
    87. 87. ACCOUNT PLANNING X MEDIA PLANNING X U/X DESIGN #ipamodernbriefing
    88. 88. // BRIEFING// MEDIA// MEDIA + BRIEFING #ipamodernbriefing
    89. 89. MEDIA CHANNELS #ipamodernbriefing
    90. 90. MEDIA IS TOOIMPORTANT TO BE LEFT TO MEDIA AGENCIES #ipamodernbriefing
    91. 91. #ipamodernbriefing
    92. 92. MEDIA = CULTURE #ipamodernbriefing
    93. 93. #ipamodernbriefing
    94. 94. ALL BRANDS AREMEDIA BRANDS #ipamodernbriefing
    95. 95. #ipamodernbriefing
    96. 96. EVERYTHING IS MEDIA #ipamodernbriefing
    97. 97. // BRIEFING// MEDIA// MEDIA + BRIEFING #ipamodernbriefing
    98. 98. BRIEF IDEA EXECUTION #ipamodernbriefing
    99. 99. INSPIRATIONUse the media to discover, and bring to life, dominant and emerging cultural themes. #ipamodernbriefing
    100. 100. #ipamodernbriefing
    101. 101. #ipamodernbriefing
    102. 102. DIRECTIONIdentify when, where and how youshould best engage your audience. #ipamodernbriefing
    103. 103. #ipamodernbriefing
    104. 104. #ipamodernbriefing
    105. 105. #ipamodernbriefing
    106. 106. #ipamodernbriefing
    107. 107. EXPRESSIONCreate the media that best express the big idea #ipamodernbriefing
    108. 108. #ipamodernbriefing
    109. 109. #ipamodernbriefing
    110. 110. #ipamodernbriefing
    111. 111. • #ipamodernbriefing
    112. 112. #ipamodernbriefing
    113. 113. NAVIGATIONDesign how you want people to ‘flow’ from one experience to another to unlock value. #ipamodernbriefing
    114. 114. #ipamodernbriefing
    115. 115. #ipamodernbriefing
    116. 116. #ipamodernbriefing
    117. 117. “IMAGINATION IS MORE IMPORTANT THAN KNOWLEDGE” Albert Einstein #ipamodernbriefing
    118. 118. TrendsDan SouthernContagious Insider, Senior Consultant@Dboy #ipamodernbriefing
    119. 119. Contents #ipamodernbriefing
    120. 120. ContentsBuenos Aires #ipamodernbriefing
    121. 121. #ipamodernbriefing
    122. 122. #ipamodernbriefing
    123. 123. #ipamodernbriefing
    124. 124. Three Weeks / Ten Ideas #ipamodernbriefing
    125. 125. Move To Doing – andavoid the dude we should do philosophy! #ipamodernbriefing
    126. 126. External agency /client boundaries are changing #ipamodernbriefing
    127. 127. ExternalBoundaries Are not getting less The world is Changingcollaborative #ipamodernbriefing
    128. 128. Make it scary; empowered people win! #ipamodernbriefing
    129. 129. #ipamodernbriefing #ipamodernbriefing
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