Fringe planning

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Fringe Planning is a segment of strategic planning that suggests planners should inspire ad agency talent to spend time developing their own ideas.

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Fringe planning

  1. 1. FRINGE PLANNING Griffin Farley Swedish Account Planning Group Stockholm 2011
  2. 2. WHAT . . NO PROPAGATION PLANNING? . “We want to hear something that nobody has heard before” - Leon Phang @theplanninglab 2
  3. 3. GRIFFIN FARLEY: STRATEGY DIRECTOR Year 1 Year 2 Year 3-5 Year 6 Year 7-8 Year 9-11 Year 12+ 3
  4. 4. INNOVATION ONE Gundam Wing meets Warhammer 40K Game 4
  5. 5. INNOVATION TWO 5 Half-Sizes for Women’s Clothing
  6. 6. INNOVATION THREE 6 Double the brand presence on shelf
  7. 7. WHAT DO THEY ALL HAVE IN COMMON? The client didn’t buy any of these ideas. They were killed. The ad agency (or brand consulting firm) moved on. 7
  8. 8. SEGMENTS OF PLANNING Brand Consulting Inspires better Marketing Account Planning Inspires better Creative Connection Planning Inspires better Media/ Context/ Engagement Comms Planning Inspires better Campaign Management Propagation Planning Inspires better Word of Mouth Transmedia Planning Inspires better Storytelling 8 Fringe Planning Inspires better Innovators
  9. 9. THESE TOOLS INSPIRE DIFFERENT PEOPLE Brand Consulting Strategists inspire Clients in charge of the Brand Account Planning Planners inspire Creative Teams Connection Planning Planners inspire Media Planners Comms Planning Planners inspire Clients in charge of rolling out Campaigns Propagation Planning Planners inspire Digital Ninjas/ Social Media Experts Transmedia Planning Planners inspire Digital Creative Teams 9 Fringe Planning Planners inspire Creative Technologists/ Inventors
  10. 10. THE NEW AGENCY HIRES
  11. 11. CREATIVE TECHNOLOGISTS/ INNOVATORS 11
  12. 12. FRINGE PLANNERS
  13. 13. WHO MIGHT INSPIRE THESE PEOPLE? Fringe Planners Part Innovator Part Technologist Part Naming Specialist Part Trend Forecaster Part Account Planner Part Community Manager 13
  14. 14. THE VENTURE CAPITAL EFFECT
  15. 15. HOW DO AGENCIES INNOVATE? The question of the decade Let’s review the situation 15
  16. 16. TALENT Ad agencies have recruited some of the most creative people in the world 16
  17. 17. BYPRODUCTS The byproduct of agencies are ideas that don’t get sold, or they are not appropriate for that particular client 17
  18. 18. FUNDING Agencies are establishing venture capital funds to take their own ideas to market 18
  19. 19. REVENUE CLIENTS IPAgencies want to control their fate and would like half of their revenue to come from clients and half from IP they own 50% 50% 19
  20. 20. THE MOVEMENT IS HAPPENING 20
  21. 21. THE MOVEMENT IS HAPPENING 21
  22. 22. THE MOVEMENT IS HAPPENING 22
  23. 23. THE IDEA IS SPREADING Anomaly (NY, London) BBH ZAG (NY, London) KSB+P Ventures (NY) Deutsch Consigliere (NY) Trumpet (New Orleans) Rockfish Interactive (Arkansas, Ohio) ...and many more 23
  24. 24. AGENCIES OPENING COFFEE SHOPS 24
  25. 25. AGENCIES STARTING MAKE UP LINES 25
  26. 26. AGENCIES LAUNCHING SOFTWARE 26
  27. 27. AGENCIES LAUNCHING SOFTWARE 27 http://www.youtube.com/watch?v=kO-eFqFLKtA
  28. 28. HOW TO DO IT?
  29. 29. DO IT DIFFERENT Are companies inventing products that their factories can make, or products they know consumers want to buy? 29
  30. 30. R&D FORMULATION R&D people make interesting formulations aimed at filling important and unmet needs in a category 30
  31. 31. R&D TO CONCEPT TESTThe marketing department describes these product features and tests these features with consumers 31
  32. 32. CONCEPT TEST TO BRAND PERSONALITYFinally, the marketing people take the winning concept to thead agency, which figures out the brand voice and personality 32
  33. 33. FLIPPING THE R&D PROCESS 33
  34. 34. WHERE TO BEGIN? Find the Consumer Paradox 34
  35. 35. SOLUTIONS TO CONSUMER PARADOXES Babies scream on airplanes when business travelers want sleep. OH WELL A challenging career takes lots of time and investment, but so does a satisfying home life. OH WELL People want to be healthy but they also don’t want to make an extraordinary effort. OH WELL 35
  36. 36. HOW AGENCY PEOPLE INNOVATE Name Human Problem Energy or Conflict or Design Listen to Complaints Attraction Tension Attitude Low Energy Category Consumer Insight Behavior Shifts 36 Technology Shifts Market Size
  37. 37. THE HAPPY MEAL Bob Bernstein 37
  38. 38. METHOD Eric Ryan 38
  39. 39. AREA/ CODE SOLD TO ZYNGA Kevin Slavin 39
  40. 40. FOURSQUARE Dennis Crowley 40
  41. 41. WE CAN DO BETTER THAN THIS 41
  42. 42. SOUTH EAST TOYOTA + 22SQUARED 42
  43. 43. MY FAVORITE TOOLS
  44. 44. READ 44
  45. 45. MANAGE YOUR TO DO LIST 45
  46. 46. GET A GOOD NAME 46
  47. 47. VIRTUALLY INCORPORATE 47
  48. 48. BUILD A WEBSITE 48
  49. 49. MEASURE THE TRAFFIC 49
  50. 50. BUILD AN EMAIL DATABASE 50
  51. 51. DO CONSUMER RESEARCH 51
  52. 52. LET PEOPLE VOTE ITEMS UP AND DOWN 52
  53. 53. BOOKS
  54. 54. WHAT I READ 54
  55. 55. THE QUESTIONS
  56. 56. WHAT IF WE INCREASED RETENTION? What if our employees could ignite their own ventures with agencies as partners, increasing retention on projects they own? 56
  57. 57. CAN AGENCIES DO BOTH? What if we offered clients both a world class agency and an idea incubator that created brand value instead of marketing expense? 57
  58. 58. BRAND INVENTION What if in addition to funding Marketing, our clients were building equity? 58
  59. 59. ARE AGENCIES ATTRACTIVE? What if we created an industry where entrepreneurs brought us their ideas, instead of a Traditional VC or Angel Investor? 59
  60. 60. GRIFFIN FARLEY - STRATEGY DIRECTOR GRIFFIN.FARLEY@BBH-USA.COM WWW.PROPAGATIONPLANNING.COM (Coming Soon) WWW.FRINGEPLANNING.COMCONTACT

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