Rethinking Media: A Planningness 2010 Presentation
Upcoming SlideShare
Loading in...5
×
 

Rethinking Media: A Planningness 2010 Presentation

on

  • 6,227 views

This is the presentation I gave at Planningness in Brooklyn in October 2010. I must apologize as it uses BBH work examples, something I generally don't do. However, we were setting up a work session ...

This is the presentation I gave at Planningness in Brooklyn in October 2010. I must apologize as it uses BBH work examples, something I generally don't do. However, we were setting up a work session to evaluate how planners could help agencies rethink media. BBH was the guinea pig.

Statistics

Views

Total Views
6,227
Views on SlideShare
4,180
Embed Views
2,047

Actions

Likes
26
Downloads
375
Comments
0

18 Embeds 2,047

http://unplanned.com.br 1162
http://planningness.com 655
http://www.levidepoches.fr 76
http://anthonyreza.tumblr.com 41
http://thinkdoer.com 21
http://justinebloome.com 20
http://feeds.feedburner.com 11
http://levidepoches.blogs.com 10
http://saneel.wordpress.com 9
http://chriscloud.posterous.com 9
http://www.levidepoches.blogs.com 8
http://localhost 7
http://www.linkedin.com 4
http://ranchero.com 4
http://www.seenitbefore.net 4
http://sofebell.posterous.com 3
http://inbetaplanningmode.tumblr.com 2
http://webcache.googleusercontent.com 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Apple Keynote

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Rethinking Media: A Planningness 2010 Presentation Rethinking Media: A Planningness 2010 Presentation Presentation Transcript

  • HOW TO RETHINK MEDIA Saneel Radia Director of Innovation BBH, BBH Labs @bbhnewyork, @bbhlabs, @saneel
  • HOW TO RETHINK MEDIA? Saneel Radia Director of Innovation BBH, BBH Labs @bbhnewyork, @bbhlabs, @saneel
  • MEDIA IS FRAGMENTED
  • MEDIA IS FRAGMENTED
  • MEDIA IS FRAGMENTED yada, yada
  • BRANDS MUST PLAY IN OTHER’S BACKYARDS
  • CONTEXT IS MORE INTEGRAL THAN EVER TO CREATIVE THINKING
  • CONTEXT IS MORE INTEGRAL THAN EVER TO CREATIVE THINKING
  • CONTEXT IS MORE INTEGRAL THAN EVER TO CREATIVE THINKING
  • BUT WE’VE CONFUSED SYNCHRONIZATION WITH INTEGRATION and the output shows it
  • WE ASK A LOT OF MEDIA PEOPLE MEDIA planning where and when to align PLANNING/ desired consumer behavior with BUYING relevant channels architecting experiences at the ENGAGEMENT intersection of consumer behavior PLANNING + brand essence tactile creative outputs using MEDIA media as a canvas DESIGN (vs. a container)
  • AND NOW I’M GOING TO ASK IT OF PLANNERS (pretty please)
  • HOW CAN YOU HELP US USE MEDIA AS A CANVAS FOR CREATIVE IDEAS? media is a tool, as valuable as words or images
  • HOW CAN YOU HELP KILL THE MANDATE FOR ‘MEDIA AGNOSTIC’ THINKING? let’s architect ideas with media
  • HOW CAN WE BE SURE WE’RE USING THE YOUTUBE RULE TO OUR ADVANTAGE? we must craft media-scalable ideas
  • HOW CAN YOU HELP US BUILD A MASTERPIECE, NOT TRY TO REVEAL ONE? ssshh, we know big ideas come from briefs
  • PRODUCT LAUNCH = AUDIENCE FEEDBACK = TRADITIONAL = COLLABORATIVE AUDIENCE POST TIME ($) LAUNCH
  • WE’RE TRAPED INSIDE A MAZE OF “CAMPAIGN-ABILTY” CAMPAIGN IDEA EXECUTION EXECUTION EXECUTION TIME
  • THE MEDIA LANDSCAPE NOW ALLOWS US TO ACT MORE DYNAMICALLY BRAND BEHAVIOR MARKETING OBJECTIVE ENGAGEMENT STRATEGY T = TACTIC T T PLATFORM IDEA T PLATFORM IDEA T TIME
  • THE MEDIA LANDSCAPE NOW ALLOWS US TO ACT MORE DYNAMICALLY BRAND BEHAVIOR MARKETING OBJECTIVE ENGAGEMENT STRATEGY T = TACTIC T T T T T PLATFORM IDEA T T PLATFORM IDEA T T TIME
  • THE MEDIA LANDSCAPE NOW ALLOWS US TO ACT MORE DYNAMICALLY BRAND BEHAVIOR MARKETING OBJECTIVE ENGAGEMENT STRATEGY PLATFORM T = TACTIC T T IDEA T T T T T T PLATFORM IDEA T T T T PLATFORM IDEA T T T TIME
  • THE MEDIA LANDSCAPE NOW ALLOWS US TO ACT MORE DYNAMICALLY BRAND BEHAVIOR MARKETING OBJECTIVE ENGAGEMENT STRATEGY PLATFORM T = TACTIC T T IDEA T T T T T T T T T PLATFORM IDEA T T T T T T PLATFORM IDEA T T T TIME
  • OOPS (let me get back to you)
  • HOW CAN WE EFFECTIVELY USE MEDIA AS A CULTURAL LENS? don’t worry, you can keep your quant & qual budget
  • HOW CAN YOU HELP US BE SOCIAL MEDIA SEPARATISTS? we must understand the impact of the channel on content
  • WORK SESSION-NESS
  • CHOOSE YOUR OWN ADVENTURE evolve the creative brief to PRODUCTIVE help use media as a canvas rather than a container take a ‘media agnostic’ campaign LESS & concept terrible media tactics PRODUCTIVE to show them who’s boss mingle amongst yourselves and SCREW discuss how utterly boring this YOU presentation was
  • CONGRATULATIONS ON CHOOSING PRODUCTIVE The Challenge How can you help us use media as a canvas? How can you help us architect ideas with media? How can you help us craft media-scalable ideas? How can you help us build not reveal masterpieces? How can we use media as a cultural lens? How can we understand the impact of the channel on the content?
  • CONGRATULATIONS ON CHOOSING LESS PRODUCTIVE Media Agnostic My Ass Dove Real Beauty Mastercard Priceless Axe Effect* Sprint Now Network *I’m biased
  • CONGRATULATIONS ON CHOOSING SCREW YOU The Lowlights When I showed too much BBH work How much I said “uuuhhhh” Assuming you could read red on black The night club called; they want my shirt back
  • THANKS Saneel Radia Director of Innovation BBH, BBH Labs @bbhnewyork, @bbhlabs, @saneel