HOW TO RETHINK MEDIA


              Saneel Radia
          Director of Innovation
             BBH, BBH Labs



     @bbh...
HOW TO RETHINK MEDIA?


              Saneel Radia
          Director of Innovation
             BBH, BBH Labs



     @bb...
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 wi...
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
A...
WE’RE TRAPED INSIDE A MAZE OF “CAMPAIGN-ABILTY”



                 CAMPAIGN IDEA




     EXECUTION     EXECUTION      EX...
THE MEDIA LANDSCAPE NOW ALLOWS US
     TO ACT MORE DYNAMICALLY

                            BRAND BEHAVIOR
               ...
THE MEDIA LANDSCAPE NOW ALLOWS US
     TO ACT MORE DYNAMICALLY

                            BRAND BEHAVIOR
               ...
THE MEDIA LANDSCAPE NOW ALLOWS US
     TO ACT MORE DYNAMICALLY

                            BRAND BEHAVIOR
               ...
OOPS

(let me get back to you)
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
    ...
CONGRATULATIONS ON CHOOSING PRODUCTIVE

The Challenge

 How can you help us use media as a canvas?
 How can you help us ar...
CONGRATULATIONS ON CHOOSING LESS PRODUCTIVE


Media Agnostic My Ass

   Dove Real Beauty
   Mastercard Priceless
   Axe Ef...
CONGRATULATIONS ON CHOOSING SCREW YOU


The Lowlights
 When I showed too much BBH work
 How much I said “uuuhhhh”
 Assumin...
THANKS


         Saneel Radia
     Director of Innovation
        BBH, BBH Labs



@bbhnewyork, @bbhlabs, @saneel
Rethinking Media: A Planningness 2010 Presentation
Rethinking Media: A Planningness 2010 Presentation
Rethinking Media: A Planningness 2010 Presentation
Rethinking Media: A Planningness 2010 Presentation
Rethinking Media: A Planningness 2010 Presentation
Rethinking Media: A Planningness 2010 Presentation
Rethinking Media: A Planningness 2010 Presentation
Rethinking Media: A Planningness 2010 Presentation
Rethinking Media: A Planningness 2010 Presentation
Rethinking Media: A Planningness 2010 Presentation
Rethinking Media: A Planningness 2010 Presentation
Rethinking Media: A Planningness 2010 Presentation
Rethinking Media: A Planningness 2010 Presentation
Rethinking Media: A Planningness 2010 Presentation
Upcoming SlideShare
Loading in...5
×

Rethinking Media: A Planningness 2010 Presentation

5,937

Published on

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.

Published in: Business
0 Comments
26 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
5,937
On Slideshare
0
From Embeds
0
Number of Embeds
8
Actions
Shares
0
Downloads
382
Comments
0
Likes
26
Embeds 0
No embeds

No notes for slide

Rethinking Media: A Planningness 2010 Presentation

  1. 1. HOW TO RETHINK MEDIA Saneel Radia Director of Innovation BBH, BBH Labs @bbhnewyork, @bbhlabs, @saneel
  2. 2. HOW TO RETHINK MEDIA? Saneel Radia Director of Innovation BBH, BBH Labs @bbhnewyork, @bbhlabs, @saneel
  3. 3. MEDIA IS FRAGMENTED
  4. 4. MEDIA IS FRAGMENTED
  5. 5. MEDIA IS FRAGMENTED yada, yada
  6. 6. BRANDS MUST PLAY IN OTHER’S BACKYARDS
  7. 7. CONTEXT IS MORE INTEGRAL THAN EVER TO CREATIVE THINKING
  8. 8. CONTEXT IS MORE INTEGRAL THAN EVER TO CREATIVE THINKING
  9. 9. CONTEXT IS MORE INTEGRAL THAN EVER TO CREATIVE THINKING
  10. 10. BUT WE’VE CONFUSED SYNCHRONIZATION WITH INTEGRATION and the output shows it
  11. 11. 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)
  12. 12. AND NOW I’M GOING TO ASK IT OF PLANNERS (pretty please)
  13. 13. HOW CAN YOU HELP US USE MEDIA AS A CANVAS FOR CREATIVE IDEAS? media is a tool, as valuable as words or images
  14. 14. HOW CAN YOU HELP KILL THE MANDATE FOR ‘MEDIA AGNOSTIC’ THINKING? let’s architect ideas with media
  15. 15. HOW CAN WE BE SURE WE’RE USING THE YOUTUBE RULE TO OUR ADVANTAGE? we must craft media-scalable ideas
  16. 16. HOW CAN YOU HELP US BUILD A MASTERPIECE, NOT TRY TO REVEAL ONE? ssshh, we know big ideas come from briefs
  17. 17. PRODUCT LAUNCH = AUDIENCE FEEDBACK = TRADITIONAL = COLLABORATIVE AUDIENCE POST TIME ($) LAUNCH
  18. 18. WE’RE TRAPED INSIDE A MAZE OF “CAMPAIGN-ABILTY” CAMPAIGN IDEA EXECUTION EXECUTION EXECUTION TIME
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. OOPS (let me get back to you)
  24. 24. HOW CAN WE EFFECTIVELY USE MEDIA AS A CULTURAL LENS? don’t worry, you can keep your quant & qual budget
  25. 25. HOW CAN YOU HELP US BE SOCIAL MEDIA SEPARATISTS? we must understand the impact of the channel on content
  26. 26. WORK SESSION-NESS
  27. 27. 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
  28. 28. 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?
  29. 29. CONGRATULATIONS ON CHOOSING LESS PRODUCTIVE Media Agnostic My Ass Dove Real Beauty Mastercard Priceless Axe Effect* Sprint Now Network *I’m biased
  30. 30. 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
  31. 31. THANKS Saneel Radia Director of Innovation BBH, BBH Labs @bbhnewyork, @bbhlabs, @saneel

×