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MDW NY | Faris Yakob_Strategy for the Post-Digital Age

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Faris Yakob, Chief Innovation Officer for MDC Partners will inspire us all with thoughts on how strategy has to evolve if it's to inform work that's interactive, shareable, and participatory.

Faris Yakob, Chief Innovation Officer for MDC Partners will inspire us all with thoughts on how strategy has to evolve if it's to inform work that's interactive, shareable, and participatory.

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  • 1. WE’VE BEEN WRONG ALL ALONGThursday, December 2, 2010
  • 2. ORThursday, December 2, 2010
  • 3. PERSISTENT METACOGNITIVE ERRORS INADVERTISINGThursday, December 2, 2010
  • 4. AND HOW“DIGITAL” MAKES IT BETTERThursday, December 2, 2010
  • 5. Thursday, December 2, 2010
  • 6. BEFORE> <NOW Digital Ninja // Chief Innovation Officer Naked Communications MDC/kbs+p Founding Spy EVP Chief Technology Strategist // Spies & Assassins McCann Erickson NYThursday, December 2, 2010
  • 7. Thursday, December 2, 2010
  • 8. Thursday, December 2, 2010
  • 9. WHAT IS ACCOUNT PLANNING? WHAT IS STRATEGY? WHAT ARE THEY FOR?Thursday, December 2, 2010
  • 10. I used to sell strategy Strategy is making informed decisions about how to achieve predetermined objectivesThursday, December 2, 2010
  • 11. "Account planning is the discipline that brings the consumer into the process of developing advertising.” VOICE OF THE CONSUMER IN ORDER TO MAKE THE WORK, WORK DIRECT + INSPIRE CREATIVITY Stephen King, believing that clients deserved a better way of doing things, proposed a process of advertising development that had a little less gut feeling and a little more scientific foundation.Thursday, December 2, 2010
  • 12. agency ACCOUNT REATIVE PLANNING C PRODUC TIONThursday, December 2, 2010
  • 13. "the best new business tool ever invented"Thursday, December 2, 2010
  • 14. Thursday, December 2, 2010
  • 15. TELL PEOPLE ABOUT ITThursday, December 2, 2010
  • 16. Thursday, December 2, 2010
  • 17. Thursday, December 2, 2010
  • 18. GARETH’S SLIDEThursday, December 2, 2010
  • 19. Thursday, December 2, 2010
  • 20. Thursday, December 2, 2010
  • 21. BUT THE CONSUMER RESEARCH SAYS OTHERWISE....Thursday, December 2, 2010
  • 22. Thursday, December 2, 2010
  • 23. ATTITUDES ≠ BEHAVIORSThursday, December 2, 2010
  • 24. METACOGNITIVE ERRORThursday, December 2, 2010
  • 25. “We know brand preferences usually aren’t rational,” he says, “and yet we still persist in trying to put rational messages into our advertising.” - Paul Feldwick METACOGNITIVE ERRORThursday, December 2, 2010
  • 26. Thursday, December 2, 2010
  • 27. Thursday, December 2, 2010
  • 28. Thursday, December 2, 2010
  • 29. METACOGNITIVE ERRORThursday, December 2, 2010
  • 30. Thursday, December 2, 2010
  • 31. “Somehow 30 seconds of entertaining nonsenseleads to a situation where people not only choosethis brand but will pay 35% more for it.”- Paul FeldwickThursday, December 2, 2010
  • 32. Thursday, December 2, 2010
  • 33. WHAT EVERYONE ELSE SAYS CSR ADS SERVICE RETAIL BRAND STAFF WHO YOU ARE WHAT YOU DO RETAIL PR PRODUCT ABOUT YOUThursday, December 2, 2010
  • 34. METACOGNITIVE ERRORThursday, December 2, 2010
  • 35. Thursday, December 2, 2010
  • 36. EVOLUTION NEEDED TO STRATEGY: THE ROLE OF “ADVERTISING” PRE- DIGITAL USP BRANDS DIFFERENTIATION SELLING EXPERIENCE ENHANCEMENTThursday, December 2, 2010
  • 37. “We know brand preferences usually aren’t rational,” he says, “and yet we still persist in trying to put rational messages into our advertising.” - Paul Feldwick METACOGNITIVE ERRORThursday, December 2, 2010
  • 38. DIGITAL IS DIFFERENT THE WORLD IS DIGITALDIFFERENTThursday, December 2, 2010
  • 39. 39Thursday, December 2, 2010
  • 40. s but on “Our focus should be not on emerging technologie of emerging cultural prac tices.” – Henry Jenkins, Professor nvergence Culture:When Old Compara tive Media, MIT and author of Co and New Media Collide!Thursday, December 2, 2010
  • 41. Thursday, December 2, 2010
  • 42. `Thursday, December 2, 2010
  • 43. FROM VIEWING...Thursday, December 2, 2010
  • 44. TO DOINGThursday, December 2, 2010
  • 45. PASSIVEThursday, December 2, 2010
  • 46. ACTIVEThursday, December 2, 2010
  • 47. GAPS IN THE PROCESS GIVE PEOPLE A ROLEThursday, December 2, 2010
  • 48. Thursday, December 2, 2010
  • 49. 49Thursday, December 2, 2010
  • 50. Source: http://www.slideshare.net/adliterate/media-fragmentationThursday, December 2, 2010
  • 51. MEDIA PLANNING Knowing how to reach the consumer > CONTEXTACCOUNT PLANNINGUnderstanding the consumer> CONTENTThursday, December 2, 2010
  • 52. DEF UH NISH UN: COMMUNICATION PLANNING A strategic function that develops investment plans for brands, taking into consideration all channels, including advertising, PR, direct, retail – everything communicates - with the focus on developing ideas that connect brands to people in powerful ways that generate a financial returnThursday, December 2, 2010
  • 53. EVERY NEW CHANNEL CHANGES THE ENTIRE SYSTEMThursday, December 2, 2010
  • 54. Thursday, December 2, 2010
  • 55. INFLUENCER ENGAGEMENT + CONTENT @ ENGAGE RETWEET LEAD GENERATION, SYNDICATION FOLLOW SALES Twitter Account BLOG Individual Twitter Accounts Social Media Engagement Content launch Email Solicit input from crowd BLOG Individual Content Streams kiittens.com PROMOTIONAL EVENTS BLOG ULTIMATE DRIVING EVENTS Explore the Active E Car BLOG Recruitment Ads and Facebook Granular Outreach to find the Application / TAB City Data Viz 6 Electronaut Recruits Facebook Engagement Ads BLOG Realtime Data Visualization Facebook Data Application Social Impressions SOCIAL Advertising Using Live Data SYNDICATION Mobile ApplicationThursday, December 2, 2010
  • 56. Thursday, December 2, 2010
  • 57. FROM IDEAS THAT ARE CONTENT TO IDEAS THAT CREATE CONTENTThursday, December 2, 2010
  • 58. BUT...CONTENT IS NO LONGER ENOUGHThursday, December 2, 2010
  • 59. NEW MARKETING IS SOLVING BRAND PROBLEMS BY SOLVING CONSUMER PROBLEMSThursday, December 2, 2010
  • 60. PROBLEMS: BRAND + CONSUMER “The greatest challenge to any thinker is stating the problem in a way that will allow a solution” George Bernard ShawINSIGHT AND PARTICIPANTSDESIRED BRAND ACTIONWHERE SHOULD THAT HAPPENPARTICIPANT ROLEDESIRED CONSUMER BEHAVIORThursday, December 2, 2010
  • 61. WHAT BRAND PROBLEM ARE WE SOLVING? WHAT CUSTOMER PROBLEM ARE WE SOLVING? WHO ARE THE PARTICIPANTS & WHO ARE THE PASSIVES? WHAT DO PARTICIPANTS DO AND SAY? WHAT DOES THE BRAND WANT TO DO FOR PEOPLE? WHERE DOES THAT HAPPEN? HOW CAN THEY PARTICIPATE? WHAT DO WE WANT THEM TO DO?Thursday, December 2, 2010
  • 62. DO SOMETHING FOR PEOPLEThursday, December 2, 2010
  • 63. DO SOMETHING TELL PEOPLE ABOUT ITThursday, December 2, 2010
  • 64. Thursday, December 2, 2010
  • 65. Thursday, December 2, 2010
  • 66. Thursday, December 2, 2010
  • 67. Thursday, December 2, 2010
  • 68. Thursday, December 2, 2010
  • 69. DO SOMETHING TELL PEOPLE ABOUT ITThursday, December 2, 2010
  • 70. PEOPLE SOCIAL & PARTICIPATORY BRANDS BEHAVIORAL TEMPLATES STRATEGY HOW TO CREATE VALUE BRIEFS ACTIONS + CHANNELS SYSTEMS ARCHITECTUREThursday, December 2, 2010
  • 71. Thursday, December 2, 2010
  • 72. fyakob@mdc-partners.com farisyakob.com @farisThursday, December 2, 2010