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A new breed of planner is needed: the Planning Jedi
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A new breed of planner is needed: the Planning Jedi


thoughts on the future of planning …

thoughts on the future of planning

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  • 40-something years ago strategic planning was invented.Now there are several disciplines, each with competing but flawed claims to be the leading star: brand planning, creative planning, comms planning and now UX& IA.What does the future hold? Can we resolve this conflict? Should we?Well, we just have to: planning's whole raison d'être is to CREATE VISION a clear unifying path able to direct& inspire a brand's behaviour.A new breed of planner is needed: a planning Jedi....


  • 1. A long time ago in a galaxy far, far away…
  • 2. I am my area of expertise is planning
  • 3. creative planners’ this is playground
  • 4. Identify the consumers of most interest and profile them… User new same New to brand Uber Users Needs Virgins …Audit their entire decision making process and identify critical touchpoints ‘Hey, look at this…” “I think I need…” New Uses new Determine channels to deliver communication task Translate desired response into communication task Educate, Share, Advocate Paid Earned Owned. Media Confirm, Believe, Surprise Reward, Reveal, Encourage …Determine the critical stages where recruitment/attrition …Define and describe the desired response necessary factors are occurring across the purchase journey … to achieve recruitment/prevent attrition by critical stage ‘That sounds interesting’ ‘Now I’ve heard of you’ ‘I made the right choice’ ‘What a good idea’ ‘You never guess what’ ‘Really’ ‘I want to be involved’ ‘That’s great for us’ customer connection …Identify the most important recruitment/attrition factors and reasons… this iscomms. planners’ thing
  • 5. IA & UX seamless information flow
  • 6. The “target” goes hybrid online-offline consumption Courtesy of Adaptive Path
  • 7. The “target” goes multi sensorial Courtesy of Adaptive Path
  • 8. The “target” is shaping his own comms ecosystem Courtesy of Adaptive Path
  • 9. organic, liquid, metamorphic
  • 10. more than great experience
  • 11. Getting the story through
  • 12. Getting the story through we need joint forces creative story deployment comms rigor UX/IA flow
  • 13. We need a new breed of Able to provide a Planning Jedi CLEAR UNIFYING VISION
  • 14. Planning Jedi Able to undestand “…brief & inspire creative teams, media buying teams and dev. teams upon delivering BRAND EXPERIENCES
  • 15. Planning Jedi Able to undestand “how the stimulus of a TV ad interacts with the [digital] programming around it, the situation in which it's seen, and the psychological state of the viewer” Nick Hirst associate planning director @Dare
  • 16. Pls, welcome the a master of the three main communication disciplines that’s a real JEDI