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.
Tim Stock at Tim Stockthanks for this faris. great read. I've been thinking about this idea of cognition and language - it is where our current execution of social listening goes wrong -we currently have it backwards - meaning for brands are cultivated through behaviors inside cultures - and this meaning is transmitted via an ever more powerful network that cultivates and transmits that meaning. our job should be in getting closer to that human truth. not simply listening for our own name. technology offers huge opportunity for innovation - our brains are still stuck in an economy that can't process that opportunity fully yet. social brands start with understanding the social animals we are.2 years ago
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Ali Anani, Managing Partner at Phenomena CommunicationsA lovely presentation. I want to refer to Slide 70 in which it is stated 'Strategy How to create value'? may be we should do that at the start. Instead of asking where do we went to be? to where we want our offer value to be? Readressing the question this way opens our minds to the need to keep value in perspective. Again, thanks for a great presentation2 years ago
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 objectivesThursday, December 2, 2010
"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
agency ACCOUNT REATIVE PLANNING C PRODUC TIONThursday, December 2, 2010
"the best new business tool ever invented"Thursday, December 2, 2010
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TELL PEOPLE ABOUT ITThursday, December 2, 2010
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GARETH’S SLIDEThursday, December 2, 2010
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BUT THE CONSUMER RESEARCH SAYS OTHERWISE....Thursday, December 2, 2010
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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 put rational messages into our advertising.” - Paul Feldwick METACOGNITIVE ERRORThursday, December 2, 2010
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METACOGNITIVE ERRORThursday, December 2, 2010
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“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
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WHAT EVERYONE ELSE SAYS CSR ADS SERVICE RETAIL BRAND STAFF WHO YOU ARE WHAT YOU DO RETAIL PR PRODUCT ABOUT YOUThursday, December 2, 2010
METACOGNITIVE ERRORThursday, December 2, 2010
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EVOLUTION NEEDED TO STRATEGY: THE ROLE OF “ADVERTISING” PRE- DIGITAL USP BRANDS DIFFERENTIATION SELLING EXPERIENCE ENHANCEMENTThursday, December 2, 2010
“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
DIGITAL IS DIFFERENT THE WORLD IS DIGITALDIFFERENTThursday, December 2, 2010
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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
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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
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Source: http://www.slideshare.net/adliterate/media-fragmentationThursday, December 2, 2010
MEDIA PLANNING Knowing how to reach the consumer > CONTEXTACCOUNT PLANNINGUnderstanding the consumer> CONTENTThursday, December 2, 2010
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
EVERY NEW CHANNEL CHANGES THE ENTIRE SYSTEMThursday, December 2, 2010
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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
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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 PROBLEMSThursday, December 2, 2010
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
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
DO SOMETHING FOR PEOPLEThursday, December 2, 2010
DO SOMETHING TELL PEOPLE ABOUT ITThursday, December 2, 2010
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DO SOMETHING TELL PEOPLE ABOUT ITThursday, December 2, 2010
PEOPLE SOCIAL & PARTICIPATORY BRANDS BEHAVIORAL TEMPLATES STRATEGY HOW TO CREATE VALUE BRIEFS ACTIONS + CHANNELS SYSTEMS ARCHITECTUREThursday, December 2, 2010
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fyakob@mdc-partners.com farisyakob.com @farisThursday, December 2, 2010
Phil Galland
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