WE’VE BEEN  WRONG     ALL ALONGThursday, December 2, 2010
ORThursday, December 2, 2010
PERSISTENT METACOGNITIVE ERRORS INADVERTISINGThursday, December 2, 2010
AND HOW“DIGITAL”    MAKES IT BETTERThursday, December 2, 2010
Thursday, December 2, 2010
BEFORE>                  <NOW                                 Digital Ninja //     Chief Innovation Officer                ...
Thursday, December 2, 2010
Thursday, December 2, 2010
WHAT IS ACCOUNT PLANNING?        WHAT IS STRATEGY?         WHAT ARE THEY FOR?Thursday, December 2, 2010
I used to sell strategy            Strategy is making informed decisions about how to achieve            predetermined obj...
"Account planning is the discipline that brings the consumer into the                    process of developing advertising...
agency                                                     ACCOUNT                               REATIVE   PLANNING       ...
"the best new business tool                                   ever invented"Thursday, December 2, 2010
Thursday, December 2, 2010
TELL PEOPLE ABOUT ITThursday, December 2, 2010
Thursday, December 2, 2010
Thursday, December 2, 2010
GARETH’S SLIDEThursday, December 2, 2010
Thursday, December 2, 2010
Thursday, December 2, 2010
BUT THE CONSUMER RESEARCH  SAYS OTHERWISE....Thursday, December 2, 2010
Thursday, December 2, 2010
ATTITUDES                                ≠                             BEHAVIORSThursday, December 2, 2010
METACOGNITIVE ERRORThursday, December 2, 2010
“We know brand preferences   usually          aren’t rational,” he says, “and yet          we still persist in trying to p...
Thursday, December 2, 2010
Thursday, December 2, 2010
Thursday, December 2, 2010
METACOGNITIVE ERRORThursday, December 2, 2010
Thursday, December 2, 2010
“Somehow 30 seconds of entertaining nonsenseleads to a situation where people not only choosethis brand but will pay 35% m...
Thursday, December 2, 2010
WHAT EVERYONE ELSE SAYS                                                    CSR                                       ADS  ...
METACOGNITIVE ERRORThursday, December 2, 2010
Thursday, December 2, 2010
EVOLUTION NEEDED TO STRATEGY:   THE ROLE OF “ADVERTISING” PRE-              DIGITAL                               USP     ...
“We know brand preferences   usually          aren’t rational,” he says, “and yet          we still persist in trying to p...
DIGITAL IS DIFFERENT                     THE WORLD IS                   DIGITALDIFFERENTThursday, December 2, 2010
39Thursday, December 2, 2010
s but on                             “Our focus should be not on emerging technologie                                     ...
Thursday, December 2, 2010
`Thursday, December 2, 2010
FROM VIEWING...Thursday, December 2, 2010
TO DOINGThursday, December 2, 2010
PASSIVEThursday, December 2, 2010
ACTIVEThursday, December 2, 2010
GAPS IN THE PROCESS                             GIVE PEOPLE A ROLEThursday, December 2, 2010
Thursday, December 2, 2010
49Thursday, December 2, 2010
Source: http://www.slideshare.net/adliterate/media-fragmentationThursday, December 2, 2010
MEDIA PLANNING                             Knowing how to reach the consumer                                              ...
DEF UH NISH UN:                             COMMUNICATION PLANNING                       A strategic function that develop...
EVERY NEW                CHANNEL              CHANGES THE             ENTIRE SYSTEMThursday, December 2, 2010
Thursday, December 2, 2010
INFLUENCER ENGAGEMENT + CONTENT                                                                                           ...
Thursday, December 2, 2010
FROM IDEAS THAT  ARE CONTENT  TO IDEAS THAT  CREATE CONTENTThursday, December 2, 2010
BUT...CONTENT   IS NO LONGER      ENOUGHThursday, December 2, 2010
NEW MARKETING IS  SOLVING BRAND PROBLEMS                               BY                         SOLVING CONSUMER        ...
PROBLEMS: BRAND + CONSUMER                             “The greatest challenge to any thinker is stating the problem      ...
WHAT BRAND PROBLEM ARE WE SOLVING?         WHAT CUSTOMER PROBLEM ARE WE SOLVING?       WHO ARE THE PARTICIPANTS & WHO ARE ...
DO SOMETHING FOR PEOPLEThursday, December 2, 2010
DO SOMETHING   TELL PEOPLE ABOUT ITThursday, December 2, 2010
Thursday, December 2, 2010
Thursday, December 2, 2010
Thursday, December 2, 2010
Thursday, December 2, 2010
Thursday, December 2, 2010
DO SOMETHING   TELL PEOPLE ABOUT ITThursday, December 2, 2010
PEOPLE SOCIAL & PARTICIPATORY  BRANDS BEHAVIORAL TEMPLATES  STRATEGY HOW TO CREATE VALUE  BRIEFS ACTIONS + CHANNELS  SYSTE...
Thursday, December 2, 2010
fyakob@mdc-partners.com                                farisyakob.com                                     @farisThursday, ...
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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.

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MDW NY | Faris Yakob_Strategy for the Post-Digital Age

  1. 1. WE’VE BEEN WRONG ALL ALONGThursday, December 2, 2010
  2. 2. ORThursday, December 2, 2010
  3. 3. PERSISTENT METACOGNITIVE ERRORS INADVERTISINGThursday, December 2, 2010
  4. 4. AND HOW“DIGITAL” MAKES IT BETTERThursday, December 2, 2010
  5. 5. Thursday, December 2, 2010
  6. 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. 7. Thursday, December 2, 2010
  8. 8. Thursday, December 2, 2010
  9. 9. WHAT IS ACCOUNT PLANNING? WHAT IS STRATEGY? WHAT ARE THEY FOR?Thursday, December 2, 2010
  10. 10. I used to sell strategy Strategy is making informed decisions about how to achieve predetermined objectivesThursday, December 2, 2010
  11. 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. 12. agency ACCOUNT REATIVE PLANNING C PRODUC TIONThursday, December 2, 2010
  13. 13. "the best new business tool ever invented"Thursday, December 2, 2010
  14. 14. Thursday, December 2, 2010
  15. 15. TELL PEOPLE ABOUT ITThursday, December 2, 2010
  16. 16. Thursday, December 2, 2010
  17. 17. Thursday, December 2, 2010
  18. 18. GARETH’S SLIDEThursday, December 2, 2010
  19. 19. Thursday, December 2, 2010
  20. 20. Thursday, December 2, 2010
  21. 21. BUT THE CONSUMER RESEARCH SAYS OTHERWISE....Thursday, December 2, 2010
  22. 22. Thursday, December 2, 2010
  23. 23. ATTITUDES ≠ BEHAVIORSThursday, December 2, 2010
  24. 24. METACOGNITIVE ERRORThursday, December 2, 2010
  25. 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. 26. Thursday, December 2, 2010
  27. 27. Thursday, December 2, 2010
  28. 28. Thursday, December 2, 2010
  29. 29. METACOGNITIVE ERRORThursday, December 2, 2010
  30. 30. Thursday, December 2, 2010
  31. 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. 32. Thursday, December 2, 2010
  33. 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. 34. METACOGNITIVE ERRORThursday, December 2, 2010
  35. 35. Thursday, December 2, 2010
  36. 36. EVOLUTION NEEDED TO STRATEGY: THE ROLE OF “ADVERTISING” PRE- DIGITAL USP BRANDS DIFFERENTIATION SELLING EXPERIENCE ENHANCEMENTThursday, December 2, 2010
  37. 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. 38. DIGITAL IS DIFFERENT THE WORLD IS DIGITALDIFFERENTThursday, December 2, 2010
  39. 39. 39Thursday, December 2, 2010
  40. 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. 41. Thursday, December 2, 2010
  42. 42. `Thursday, December 2, 2010
  43. 43. FROM VIEWING...Thursday, December 2, 2010
  44. 44. TO DOINGThursday, December 2, 2010
  45. 45. PASSIVEThursday, December 2, 2010
  46. 46. ACTIVEThursday, December 2, 2010
  47. 47. GAPS IN THE PROCESS GIVE PEOPLE A ROLEThursday, December 2, 2010
  48. 48. Thursday, December 2, 2010
  49. 49. 49Thursday, December 2, 2010
  50. 50. Source: http://www.slideshare.net/adliterate/media-fragmentationThursday, December 2, 2010
  51. 51. MEDIA PLANNING Knowing how to reach the consumer > CONTEXTACCOUNT PLANNINGUnderstanding the consumer> CONTENTThursday, December 2, 2010
  52. 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. 53. EVERY NEW CHANNEL CHANGES THE ENTIRE SYSTEMThursday, December 2, 2010
  54. 54. Thursday, December 2, 2010
  55. 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. 56. Thursday, December 2, 2010
  57. 57. FROM IDEAS THAT ARE CONTENT TO IDEAS THAT CREATE CONTENTThursday, December 2, 2010
  58. 58. BUT...CONTENT IS NO LONGER ENOUGHThursday, December 2, 2010
  59. 59. NEW MARKETING IS SOLVING BRAND PROBLEMS BY SOLVING CONSUMER PROBLEMSThursday, December 2, 2010
  60. 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. 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. 62. DO SOMETHING FOR PEOPLEThursday, December 2, 2010
  63. 63. DO SOMETHING TELL PEOPLE ABOUT ITThursday, December 2, 2010
  64. 64. Thursday, December 2, 2010
  65. 65. Thursday, December 2, 2010
  66. 66. Thursday, December 2, 2010
  67. 67. Thursday, December 2, 2010
  68. 68. Thursday, December 2, 2010
  69. 69. DO SOMETHING TELL PEOPLE ABOUT ITThursday, December 2, 2010
  70. 70. PEOPLE SOCIAL & PARTICIPATORY BRANDS BEHAVIORAL TEMPLATES STRATEGY HOW TO CREATE VALUE BRIEFS ACTIONS + CHANNELS SYSTEMS ARCHITECTUREThursday, December 2, 2010
  71. 71. Thursday, December 2, 2010
  72. 72. fyakob@mdc-partners.com farisyakob.com @farisThursday, December 2, 2010
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