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Adam morgan noisy thinking

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  • 1700 CMOs in 64 countries across 19 industries

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  • 1. NOISY THINKINGPlanningand The Bigger GameAdam Morgan@eatbigfish
  • 2. IF YOU ARE VERY QUIET, YOU CAN HEAR ASOUND
  • 3. MCKINSEY VISUAL
  • 4. 8
  • 5. PIERRE CLIPS
  • 6. IT WASN’T ALWAYS LIKE THIS
  • 7. TWO WAYS YOU CANTAKE THIS
  • 8. OPTION 1: SO WHAT?
  • 9. OPTION 2: PUT YOURSELVES AT THE CENTREOF THE BIGGER GAME
  • 10. GOOD PLANNING HAS SOMETHING UNIQUELYPOWERFUL TO OFFER HERE• A rigorous and stimulating question hierarchy• Creative curiosity• Consumer intimacy• Deep understanding of the power of brands and ideas• Logic and Magic
  • 11. GOOD PLANNING HAS SOMETHING UNIQUELYPOWERFUL TO OFFER HERE• A rigorous and stimulating question hierarchy• Creative curiosity• Consumer intimacy• Deep understanding of the power of brands and ideas• Logic and Magic ...And the competition is often woefully weak here
  • 12. WHAT ARE THE SHIFTS TO BE MADE?From To• Comms problem • Business Problem• Apostles of the new • The best strategic problem solvers a client has available• Talking brilliantly to each other • Authority within CMO community• Random browsing and sharing • Disciplined R&D• Wellcome Foundation • Mainstage at Cannes
  • 13. MY OWN BUSINESS MODEL WAS INSPIRED BY MYFRUSTRATION AT WHAT AGENCIES WEREN’T DOING 22
  • 14. MY FOUR POINT PLAN FOR PLANNINGLevel 1: Grind your teeth much louder. Don’t be happy playing the smaller game. Want to influence the perceived value of Planning and Agencies in the Bigger Game
  • 15. MY FOUR POINT PLAN FOR PLANNINGLevel 1: Grind your teeth much louder. Don’t be happy playing the smaller game. Want to influence the perceived value of Planning and Agencies in the Bigger GameLevel 2: Raise your own game. Develop a higher level of expertise yourself. Move beyond being a stimulating but anecdotal apostle of the new. This will require your own personal R&D, and a focus less on other planners and more on your clients. Find out more about their AOP, and the value you could bring to that..
  • 16. MY FOUR POINT PLAN FOR PLANNINGLevel 1: Grind your teeth much louder. Don’t be happy playing the smaller game. Want to influence the perceived value of Planning and Agencies in the Bigger GameLevel 2: Raise your own game. Develop a higher level of expertise yourself. Move beyond being a stimulating but anecdotal apostle of the new. This will require your own personal R&D, and a focus less on other planners and more on your clients. Find out more about their AOP, and the value you could bring to that.Level 3: Develop a higher level of authority and expertise for your company. Find innovative ways to drive real R&D within it, beyond demanding more budget. Help reinvent the business model. Be the architects and drivers of this evolution
  • 17. MY FOUR POINT PLAN FOR PLANNINGLevel 1: Grind your teeth much louder. Don’t be happy playing the smaller game. Want to influence the perceived value of Planning and Agencies in the Bigger GameLevel 2: Raise your own game. Develop a higher level of expertise yourself. Move beyond being a stimulating but anecdotal apostle of the new. This will require your own personal R&D, and a focus less on other planners and more on your clients. Find out more about their AOP, and the value you could bring to that.Level 3: Develop a higher level of authority and expertise for your company. Find innovative ways to drive real R&D within it, beyond demanding more budget. Help reinvent the business model. Be the architects and drivers of this evolutionLevel 4: Market Planning and the value of Agencies as brilliantly as you help your clients market themselves. Let me read about Planning in the FT. Have world famous ongoing R&D projects, whose latest outputs clients want to hear.
  • 18. NOISY THINKING