Midwest is Best

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What we can learn from Minnesota and Minnesota-based Strategic Planners. …

What we can learn from Minnesota and Minnesota-based Strategic Planners.

Presented at Planning Barcamp #2 in Hamburg, Germany.

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  • 1. Midwest is Best What we can learn from Minnesota and Minnesota-based Strategic Planners. Planning Barcamp 02 | Hamburg, Germany | July 27th, 2010 Jeremy Abbett | jeremy.abbett.net | jeremy@abbett.net | twitter: jeremytai | Hamburg, Germany
  • 2. United States of America?
  • 3. Minnesota Midwest
  • 4. Minnesota Fame
  • 5. 1. Status Quo A look at advertising’s current situation 2. Minnesota Nice Land of 10,000 Lakes 3. Midwest is Best Strategic Planning’s Midwest Triumvirate
  • 6. Status Quo A review of advertising’s current situation (and my own)
  • 7. The New Scarcity ou rces res attention
  • 8. The New Scarcity ou rces res attention
  • 9. 5,380 Followers 25,880 Likes
  • 10. Truth (and my own)
  • 11. Digital Director strategy insights insights for mass for niche classic empathy digital (and my own)
  • 12. Status Quo Our world is radically changing
  • 13. Minnesota Nice Land of 10,000 Lakes
  • 14. Contemporary Art Culture
  • 15. Consumer Culture
  • 16. Bicycle Culture
  • 17. Car Culture
  • 18. Lake Culture
  • 19. Minnesota Nice
  • 20. Minnesota Nice People that are courteous, mild-mannered and reserved
  • 21. Midwest is Best Strategic Planning’s Midwest Triumvirate
  • 22. Adrian Ho Aki Spicer Paul Isakson Zeus Jones Fallon Thinkers & Makers Partner & CFO Director of Digital Strategy Partner
  • 23. How do you feel being based in the Midwest has influenced your thinking in communications and advertising?
  • 24. “ In Minneapolis, removed from everything that could possibly be cool and avant garde you are forced to think at a more human, fundamental level.” Adrian Ho Zeus Jones
  • 25. “ Minnesota keeps me grounded in realities of everyday America, and as a "digital" strategist it keeps me honest about what people may want from our brands.” Aki Spicer Fallon
  • 26. “ What I believe living here gives you is a sense of appreciation for others and a healthy amount of humility that comes from the area's blue collar and agrarian roots.” Paul Isakson Thinkers & Makers
  • 27. Does an agencies culture have more influence than the culture within a city or are they inseparable?
  • 28. “ I think they are inseparable - look at any agency that has offices in different countries - they all take the flavour of the country and mix it with the values of the agency.” Adrian Ho Zeus Jones
  • 29. “ They're definitely capable of being completely separate. Because we spend so much time at work and with people from work even when we're out of the office, I think the agency's culture has more influence over their work than the city's. ” Paul Isakson Thinkers & Makers
  • 30. What three words of advice do you have for up-and-coming strategists?
  • 31. “Think for yourself.” Adrian Ho Zeus Jones
  • 32. “Explore. Listen. Imagine.” Paul Isakson Thinkers & Makers
  • 33. Adrian Ho Aki Spicer Paul Isakson Zeus Jones Fallon Thinkers & Makers Partner & CFO Director of Digital Strategy Partner www.zeusjones.com www.fallon.com www.thinkersandmakers.com www.zeusjones.com/blog www.fallon.com/fallon-blog/ paulisakson.typepad.com twitter.com/adrianho twitter.com/akispicer twitter.com/paulisakson slideshare.com/zeusjones slideshare.com/akispicer slideshare.com/paulisakson
  • 34. Midwest is Best The values that embody Minnesota Nice are those that a Strategic Planner needs in today’s ever-changing marketing landscape.
  • 35. 1. Status Quo We need to keep up with the changes in culture 2. Minnesota Nice Your Take-away Create strategies where brands act courteous, mild- mannered and reserved / friends not consumers 3. Midwest is Best Be where the people are not the trends
  • 36. Yah, you betcha! Jeremy Tai Abbett twitter.com/jeremytai slideshare.net/jeremytai www.truthdaredoubledare.com
  • 37. Credits Photos: Thank you: 02. http://www.aaronfoster.com A big thank you to Adrian Ho, Aki Spicer and 04. http://www.flickr.com/photos/sharynmorrow Paul Isakson for taking the time out to answer 05. http://www.minnesotahistorycenter.org 07. http://www.flickr.com/photos/jeremytai the questions about strategic thinking and living 12. http://www.flickr.com/photos/bazzadarambler in Minnesota. Vielen Dank to Michaela Jausen 13. http://www.flickr.com/photos/bunny for asking me to speak at the Planning Barcamp 15. http://www.flickr.com/photos/jeremytai #02. And a huge thank you to Franziska, Ellis 16. http://www.flickr.com/photos/jeremytai 17. http://www.halfconversation.com and Niilo as well as my family for making three 18. http://twitter.com/jeremytai/status/15123070581 weeks in Minnesota as memorable as when I 23. http://www.minnesotahistorycenter.org was growing up there. 24. http://www.flickr.com/photos/minneapolisorg 25. http://www.flickr.com/photos/minneapolisorg/ 26. http://www.flickr.com/photos/seanmolin 27. http://www.flickr.com/photos/jbenson2 28. http://www.flickr.com/photos/jeremytai 29. http://www.flickr.com/photos/huggerindustries 30. http://www.flickr.com/photos/threadedthoughts 30. http://www.flickr.com/photos/piratejohnny 30. http://www.flickr.com/photos/rkimberly/ 30. http://www.flickr.com/photos/shaynakatherine 31. http://www.flickr.com/photos/jeremytai Jeremy Tai Abbett 32. http://www.flickr.com/photos/jeremytai http://jeremy.abbett.net 33. http://books.google.com/books?id=BUP6lBSdlrwC 34. http://mubi.com/topics/6722?page=3 35. http://en.wikipedia.org/wiki/Garrison_Keillor 36. http://en.wikipedia.org/wiki/Lake_Wobegon 52. http://www.flickr.com/photos/jeremytai 53. http://www.flickr.com/photos/jeremytai