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WE’VE BEEN
  WRONG
     ALL ALONG
Thursday, December 2, 2010
OR




Thursday, December 2, 2010
PERSISTENT
 METACOGNITIVE
 ERRORS IN
ADVERTISING
Thursday, December 2, 2010
AND HOW
“DIGITAL”
    MAKES IT BETTER
Thursday, December 2, 2010
Thursday, December 2, 2010
BEFORE>                  <NOW
                                 Digital Ninja //     Chief Innovation Officer
                         Naked Communications        MDC/kbs+p
                                                     Founding Spy
      EVP Chief Technology Strategist //
                                                       Spies & Assassins
                  McCann Erickson NY



Thursday, December 2, 2010
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 objectives




Thursday, 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
                                              TION
Thursday, December 2, 2010
"the best new business tool
                                   ever invented"
Thursday, December 2, 2010
Thursday, December 2, 2010
TELL PEOPLE ABOUT IT




Thursday, December 2, 2010
Thursday, December 2, 2010
Thursday, December 2, 2010
GARETH’S SLIDE

Thursday, 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


                                ≠
                             BEHAVIORS
Thursday, December 2, 2010
METACOGNITIVE ERROR



Thursday, 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 ERROR


Thursday, December 2, 2010
Thursday, December 2, 2010
Thursday, December 2, 2010
Thursday, December 2, 2010
METACOGNITIVE ERROR
Thursday, December 2, 2010
Thursday, December 2, 2010
“Somehow 30 seconds of entertaining nonsense
leads to a situation where people not only choose
this brand but will pay 35% more for it.”
- Paul Feldwick




Thursday, December 2, 2010
Thursday, December 2, 2010
WHAT EVERYONE ELSE SAYS

                                                    CSR


                                       ADS                    SERVICE




                             RETAIL
                                                 BRAND               STAFF
                                                WHO YOU ARE



                                                WHAT YOU DO
                                      RETAIL                    PR


                                                  PRODUCT


                                               ABOUT YOU
Thursday, December 2, 2010
METACOGNITIVE ERROR



Thursday, December 2, 2010
Thursday, December 2, 2010
EVOLUTION NEEDED TO STRATEGY:
   THE ROLE OF “ADVERTISING” PRE-
              DIGITAL

                               USP        BRANDS

                                       DIFFERENTIATION
                             SELLING
                                        EXPERIENCE
                                       ENHANCEMENT

Thursday, 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 ERROR


Thursday, December 2, 2010
DIGITAL IS DIFFERENT

                     THE WORLD IS
                   DIGITALDIFFERENT
Thursday, December 2, 2010
39


Thursday, December 2, 2010
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
Thursday, December 2, 2010
`




Thursday, December 2, 2010
FROM VIEWING...

Thursday, December 2, 2010
TO DOING



Thursday, December 2, 2010
PASSIVE




Thursday, December 2, 2010
ACTIVE




Thursday, December 2, 2010
GAPS IN THE PROCESS



                             GIVE PEOPLE A ROLE

Thursday, December 2, 2010
Thursday, December 2, 2010
49
Thursday, December 2, 2010
Source: http://www.slideshare.net/adliterate/media-fragmentation
Thursday, December 2, 2010
MEDIA PLANNING
                             Knowing how to reach the consumer
                                                    > CONTEXT




ACCOUNT PLANNING
Understanding the consumer
> CONTENT
Thursday, 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 return




Thursday, December 2, 2010
EVERY NEW
                CHANNEL
              CHANGES THE
             ENTIRE SYSTEM
Thursday, December 2, 2010
Thursday, December 2, 2010
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 Application




Thursday, December 2, 2010
Thursday, December 2, 2010
FROM IDEAS THAT
  ARE CONTENT
  TO IDEAS THAT
  CREATE CONTENT
Thursday, December 2, 2010
BUT...CONTENT
   IS NO LONGER
      ENOUGH
Thursday, December 2, 2010
NEW MARKETING IS
  SOLVING BRAND PROBLEMS
                               BY
                         SOLVING CONSUMER
                             PROBLEMS
Thursday, 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 Shaw


INSIGHT AND PARTICIPANTS
DESIRED BRAND ACTION
WHERE SHOULD THAT HAPPEN
PARTICIPANT ROLE
DESIRED CONSUMER BEHAVIOR
Thursday, 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 PEOPLE




Thursday, December 2, 2010
DO SOMETHING   TELL PEOPLE ABOUT IT




Thursday, 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 IT




Thursday, December 2, 2010
PEOPLE SOCIAL & PARTICIPATORY
  BRANDS BEHAVIORAL TEMPLATES
  STRATEGY HOW TO CREATE VALUE
  BRIEFS ACTIONS + CHANNELS
  SYSTEMS ARCHITECTURE
Thursday, December 2, 2010
Thursday, December 2, 2010
fyakob@mdc-partners.com
                                farisyakob.com
                                     @faris

Thursday, December 2, 2010

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