Fringe planning

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 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

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

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

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Fringe planning

by Griffin Farley on Apr 14, 2011

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