Fringe planning
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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.

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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  • Full Name Full Name Comment goes here.
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  • excellent. this is also a good website: Slides 4D
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  • excellent.
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  • great presentation. building product is the way to go
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  • Why drop the ideas you believe in? - All marketing firms should be VC’s as wells!
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  • Couldn't agree more. As a small agency, we're creating our own product as well. It's not 50% yet, but could be more. We're also working to build those closer ties with our clients to work more in that direction. Thanks for this deck, will def share with our team.

    Cheers,
    Zack
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Fringe planning Fringe planning Presentation Transcript

  • FRINGE PLANNING Griffin Farley Swedish Account Planning Group Stockholm 2011
  • WHAT . . NO PROPAGATION PLANNING? . “We want to hear something that nobody has heard before” - Leon Phang @theplanninglab 2
  • GRIFFIN FARLEY: STRATEGY DIRECTOR Year 1 Year 2 Year 3-5 Year 6 Year 7-8 Year 9-11 Year 12+ 3
  • INNOVATION ONE Gundam Wing meets Warhammer 40K Game 4
  • INNOVATION TWO 5 Half-Sizes for Women’s Clothing
  • INNOVATION THREE 6 Double the brand presence on shelf
  • 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
  • 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
  • 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
  • THE NEW AGENCY HIRES
  • CREATIVE TECHNOLOGISTS/ INNOVATORS 11
  • FRINGE PLANNERS
  • WHO MIGHT INSPIRE THESE PEOPLE? Fringe Planners Part Innovator Part Technologist Part Naming Specialist Part Trend Forecaster Part Account Planner Part Community Manager 13
  • THE VENTURE CAPITAL EFFECT
  • HOW DO AGENCIES INNOVATE? The question of the decade Let’s review the situation 15
  • TALENT Ad agencies have recruited some of the most creative people in the world 16
  • BYPRODUCTS The byproduct of agencies are ideas that don’t get sold, or they are not appropriate for that particular client 17
  • FUNDING Agencies are establishing venture capital funds to take their own ideas to market 18
  • 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
  • THE MOVEMENT IS HAPPENING 20
  • THE MOVEMENT IS HAPPENING 21
  • THE MOVEMENT IS HAPPENING 22
  • 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
  • AGENCIES OPENING COFFEE SHOPS 24
  • AGENCIES STARTING MAKE UP LINES 25
  • AGENCIES LAUNCHING SOFTWARE 26
  • AGENCIES LAUNCHING SOFTWARE 27 http://www.youtube.com/watch?v=kO-eFqFLKtA
  • HOW TO DO IT?
  • DO IT DIFFERENT Are companies inventing products that their factories can make, or products they know consumers want to buy? 29
  • R&D FORMULATION R&D people make interesting formulations aimed at filling important and unmet needs in a category 30
  • R&D TO CONCEPT TESTThe marketing department describes these product features and tests these features with consumers 31
  • CONCEPT TEST TO BRAND PERSONALITYFinally, the marketing people take the winning concept to thead agency, which figures out the brand voice and personality 32
  • FLIPPING THE R&D PROCESS 33
  • WHERE TO BEGIN? Find the Consumer Paradox 34
  • 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
  • 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
  • THE HAPPY MEAL Bob Bernstein 37
  • METHOD Eric Ryan 38
  • AREA/ CODE SOLD TO ZYNGA Kevin Slavin 39
  • FOURSQUARE Dennis Crowley 40
  • WE CAN DO BETTER THAN THIS 41
  • SOUTH EAST TOYOTA + 22SQUARED 42
  • MY FAVORITE TOOLS
  • READ 44
  • MANAGE YOUR TO DO LIST 45
  • GET A GOOD NAME 46
  • VIRTUALLY INCORPORATE 47
  • BUILD A WEBSITE 48
  • MEASURE THE TRAFFIC 49
  • BUILD AN EMAIL DATABASE 50
  • DO CONSUMER RESEARCH 51
  • LET PEOPLE VOTE ITEMS UP AND DOWN 52
  • BOOKS
  • WHAT I READ 54
  • THE QUESTIONS
  • 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
  • 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
  • BRAND INVENTION What if in addition to funding Marketing, our clients were building equity? 58
  • ARE AGENCIES ATTRACTIVE? What if we created an industry where entrepreneurs brought us their ideas, instead of a Traditional VC or Angel Investor? 59
  • GRIFFIN FARLEY - STRATEGY DIRECTOR GRIFFIN.FARLEY@BBH-USA.COM WWW.PROPAGATIONPLANNING.COM (Coming Soon) WWW.FRINGEPLANNING.COMCONTACT