Rethinking Media: A Planningness 2010 Presentation

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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.

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