Why a great young planner is always looking for trouble

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Read why a great young planner is always looking for trouble and 9 other things our creative partner Rogier has learned at the Young Fame Academy at the Asian Marketing Effectiveness Festival 2013 in …

Read why a great young planner is always looking for trouble and 9 other things our creative partner Rogier has learned at the Young Fame Academy at the Asian Marketing Effectiveness Festival 2013 in Shanghai.

The Young Fame Academy celebrated its first year of encouraging young planning talent in Asia. See what he learned in this presentation.

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  • 1. 1ENERGIZE | CREATIVE AGENCY FOR EARNED ATTENTION | AMSTERDAM + SHANGHAIWHY A GREAT YOUNG PLANNER ISALWAYS LOOKING FOR TROUBLEAND 9 OTHER THINGS I’VE LEARNED AT THE YOUNG FAME ACADEMYAT THE ASIAN MARKETING EFFECTIVENESS FESTIVAL 2013
  • 2. 2ENERGIZE | CREATIVE AGENCY FOR EARNED ATTENTION | AMSTERDAM + SHANGHAI1. ITS TOUGH BEING A YOUNGPLANNER
  • 3. 3ENERGIZE | CREATIVE AGENCY FOR EARNED ATTENTION | AMSTERDAM + SHANGHAIYOU’RE TALKING ABOUT STRATEGY AND OBJECTIVES ANDINSIGHTS AND INNOVATION AND OTHER FANCY BUSINESS WORDS.BUT WHO DO YOU THINK YOU ARE?CREATIVES HAVE A GREAT EXCUSE: THEY’RE YOUNG AND HAVE ASTRANGE HAIR STYLE, SO THEY MUST BE CREATIVE.AS A PLANNER YOU NEED TO EARN THAT RESPECT FROM YOURCLIENTS. SHOW THEM THAT YOUR ADVICE IS THE BEST FOR THEIRBRAND, NOT FOR THEM. DARE TO CHALLENGE THEIR WORDSCONTINIOUSLY.
  • 4. 4ENERGIZE | CREATIVE AGENCY FOR EARNED ATTENTION | AMSTERDAM + SHANGHAI2. PLANNING IS ABOUT DAILY LIFE,NOT ADVERTISING
  • 5. 5ENERGIZE | CREATIVE AGENCY FOR EARNED ATTENTION | AMSTERDAM + SHANGHAIBRANDS PLAY AN INCIDENTAL ROLE IN PEOPLES LIVES.PEOPLE HAVE MORE IMPORTANT STUFF TO DO. SUCH AS LIVINGTHEIR LIFE.ITS EXACTLY THERE THAT YOU FIND YOUR INSIGHTS: DAILY LIFE.GO OUTSIDE. TALK TO PEOPLE. AND ASK THEM QUESTIONS.INSTEAD OF YOUR ADVERTISING FRIENDS.
  • 6. 6ENERGIZE | CREATIVE AGENCY FOR EARNED ATTENTION | AMSTERDAM + SHANGHAI3. A GREAT PLANNER IS ALWAYSLOOKING FOR TROUBLE
  • 7. 7ENERGIZE | CREATIVE AGENCY FOR EARNED ATTENTION | AMSTERDAM + SHANGHAIA GREAT PLANNER IS NEVER SATISFIED. HE’S PROBLEM-BIASED.HE ALWAYS LOOKING FOR TROUBLE. AND THINKS EVERYTHINGCOULD BE BETTER.PLANNING IS ABOUT SEEING WHAT ANNOYS PEOPLE. WHATMOVES THEM. WHAT IRRITATES THEM.AND THEN TURNING THIS AROUND BY OFFERING A SOLUTION. ARELIEF. A BREAK. A GET-AWAY. OR SIMPLY A WAY TO LAUGH ABOUTIT.
  • 8. 8ENERGIZE | CREATIVE AGENCY FOR EARNED ATTENTION | AMSTERDAM + SHANGHAI4. AN INSIGHT IS A HUMAN TRUTH
  • 9. 9ENERGIZE | CREATIVE AGENCY FOR EARNED ATTENTION | AMSTERDAM + SHANGHAIEVERYBODY IS AN ATHLETE. (SO, JUST DO IT)THE NIKE INSIGHT COULD NOT BE CLOSER TO A HUMAN TRUTH.GOOD INSIGHTS CONSIDER THE BRAND, THE CATEGORY, THECONSUMER, THE CULTURE AND THE CONNECTIONS.BUT A GREAT INSIGHTS TELLS US A TRUTH WE KNEW ALL ALONG.
  • 10. 10ENERGIZE | CREATIVE AGENCY FOR EARNED ATTENTION | AMSTERDAM + SHANGHAI5. STAND FOR SOMETHING
  • 11. 11ENERGIZE | CREATIVE AGENCY FOR EARNED ATTENTION | AMSTERDAM + SHANGHAIYOU NEED TO STAND FOR SOMETHING TO CONVINCE YOURCLIENT.YOUR CLIENTS BRAND NEEDS TO STAND FOR SOMETHING TOCONVINCE THEIR AUDIENCE.BUT MAKE SURE THAT WHATEVER YOU STAND FOR FITS ON APROTEST SIGN.
  • 12. 12ENERGIZE | CREATIVE AGENCY FOR EARNED ATTENTION | AMSTERDAM + SHANGHAI6. LOOK AT HOLLYWOOD
  • 13. 13ENERGIZE | CREATIVE AGENCY FOR EARNED ATTENTION | AMSTERDAM + SHANGHAIHOLLYWOOD MOVIE = SETUP + CONFLICT + RESOLUTION.SAME INGREDIENTS, THOUSANDS OF MOVIES.ADVERTISING IS NO DIFFERENT.AS A PLANNER YOU OUTLINE THE SETUP AND THE CONFLICT.THEN LET THE CREATIVES FIGURE OUT THE RESOLUTION.
  • 14. 14ENERGIZE | CREATIVE AGENCY FOR EARNED ATTENTION | AMSTERDAM + SHANGHAI7. STRATEGY IS A FANCY WORD FORWHAT THE F*CK ARE WE DOING
  • 15. 15ENERGIZE | CREATIVE AGENCY FOR EARNED ATTENTION | AMSTERDAM + SHANGHAIONCE YOU’VE GOT YOUR LIFE CHANGING INSIGHT IN YOURBEAUTIFULLY DESIGNED PRESENTATION…ITS TIME TO TALK STRATEGY.STRATEGY IS WHAT YOU DO WITH YOUR INSIGHT. AS A PLANNERYOU MUST LOVE BULLET POINTS. SO USE THESE 5 FROMMCCANN OR SOME OTHER 4A TO DEFINE YOUR BRAND STRATEGY:1.  SPARK (BRAND STORY)2.  SEEK (SERVICE & UTILITY)3.  SHOP (SHOPPING EXPERIENCE)4.  SELECT (PRODUCT EXPERIENCE)5.  SHARE (COMMUNITY CONVERSATIONS)
  • 16. 16ENERGIZE | CREATIVE AGENCY FOR EARNED ATTENTION | AMSTERDAM + SHANGHAI8. CHALLENGE THE CHALLENGE
  • 17. 17ENERGIZE | CREATIVE AGENCY FOR EARNED ATTENTION | AMSTERDAM + SHANGHAIDON’T TAKE THE CLIENT BRIEF FOR GRANTED. FIND THEQUESTION BEHIND THE QUESTION. AND DISCOVER THE REALCHALLENGE.GO FROM CAMPAIGN GOALS (VIEWS/CLICKS/ETC) TO BRANDGOALS (AWARENESS/CONSIDERATION/ETC) TO BUSINESS GOALS(SALES/SHARE/ETC)APPROACH EVERY BRIEF WITH THE HEADLINE OF YOUR AWARDSUBMISSION IN MIND.“HOW CAMPAIGN X DOUBLED OUR SALES IN A DAY”
  • 18. 18ENERGIZE | CREATIVE AGENCY FOR EARNED ATTENTION | AMSTERDAM + SHANGHAI9. WORK INSIDE OUT
  • 19. 19ENERGIZE | CREATIVE AGENCY FOR EARNED ATTENTION | AMSTERDAM + SHANGHAITHIS MIGHT SOUND STRANGE. BUT DON’T START WITHCONVINCING THE TARGET AUDIENCE OF YOUR BRAND BELIEF.INSTEAD, WORK INSIDE OUT.CREATE BELIEVE IN THE AGENCY. THEN AT THE CLIENT. THEMARKETING DEPARTMENT. THEN SALES. THEN CUSTOMERSERVICE. ALL THE WAY DOWN TO OPERATIONS. THEN GO TOPARTNERS. RELATED COMPANIES. VENDORS. THEN SLOWLYFURTHER OUT. SELECT A BRAND AMBASSADOR. INFLUENCE KEYOPINION LEADERS. ORGANIZE EVENTS. MOVE GRADUALLY TOBIGGER AUDIENCES. AND THEN - WITH ALL THE SUPPORT OF THEPEOPLE AROUND YOU - YOU WILL NOTICE THE MASSES HAVEALREADY BEEN REACHED.
  • 20. 20ENERGIZE | CREATIVE AGENCY FOR EARNED ATTENTION | AMSTERDAM + SHANGHAI10. YOU GOT THE BEST JOB IN THEWORLD IF..
  • 21. 21ENERGIZE | CREATIVE AGENCY FOR EARNED ATTENTION | AMSTERDAM + SHANGHAIYOU’RE A PLANNERAND GET PAID TO LEARN EVERYDAY