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thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
thinkLA AdU: Account Planning 2014 - Nick Barham
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thinkLA AdU: Account Planning 2014 - Nick Barham

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  • 1. COHERENCE AND MESS INSIGHTS AND NOISEThe role for strategy in a converged world @NickFBarham Friday, April 18, 2014
  • 2. Friday, April 18, 2014
  • 3. https://www.youtube.com/watch?v=l4q2LLX5oLw Friday, April 18, 2014
  • 4. Friday, April 18, 2014
  • 5. THE SEMIOTICS OF SAUSAGE Friday, April 18, 2014
  • 6. Friday, April 18, 2014
  • 7. Friday, April 18, 2014
  • 8. Friday, April 18, 2014
  • 9. other pie images here kin Friday, April 18, 2014
  • 10. Friday, April 18, 2014
  • 11. Friday, April 18, 2014
  • 12. SOME IMPORTANT RELATIONSHIPSFriday, April 18, 2014
  • 13. Business + creativity Friday, April 18, 2014
  • 14. Business + creativity Friday, April 18, 2014
  • 15. brands + culture Friday, April 18, 2014
  • 16. People Friday, April 18, 2014
  • 17. Friday, April 18, 2014
  • 18. THE BASICS Friday, April 18, 2014
  • 19. Friday, April 18, 2014
  • 20. Challenge familiarityFriday, April 18, 2014
  • 21. Friday, April 18, 2014
  • 22. Friday, April 18, 2014
  • 23. Friday, April 18, 2014
  • 24. Friday, April 18, 2014
  • 25. Friday, April 18, 2014
  • 26. Friday, April 18, 2014
  • 27. Tell a great story Friday, April 18, 2014
  • 28. Friday, April 18, 2014
  • 29. Friday, April 18, 2014
  • 30. Friday, April 18, 2014
  • 31. Friday, April 18, 2014
  • 32. Make strange connectionsFriday, April 18, 2014
  • 33. Friday, April 18, 2014
  • 34. Your fans work at progressive challenger companies employees who like Y Y Z .083 .583 Y Z .050 .950 Y Z .083 .583 Y Z .023 .267 Y Z .047 .367 Y Z .014 .115 Y Z 2.26 .038 Y Z 2.76 .537 Y Z 3.85 .001 Y Z .345 .045 Y Z .076 .005 Y Z .110 .019 employees who like Z Friday, April 18, 2014
  • 35. Your followers align you with the same types of brands 1.75 1.17 1.14 1.13 0.23 0.17 0.14 -­‐0.20 -­‐0.24 -­‐0.25 -­‐0.31 -­‐0.36 -­‐0.75 -­‐1.00 high # of mutual Y followerslow # of mutual Z followers Friday, April 18, 2014
  • 36. “It’s no surprise that more than half of the Weather Company’s ad revenue is now generated from its digital operations, analyzing millions of local climates to predict how shoppers’ habits swaywith the weather. In Atlanta, ice cream consumption is higherwhen summers aren’t overly hot, because ice cream is less likely to melt.” Friday, April 18, 2014
  • 37. ?Friday, April 18, 2014
  • 38. ?Friday, April 18, 2014
  • 39. Bring people and theirworlds to life Friday, April 18, 2014
  • 40. Friday, April 18, 2014
  • 41. #LEVIS #TRUERELIGION Friday, April 18, 2014
  • 42. #LEVIS #TRUERELIGION VIA  TRUE  RELIGION Friday, April 18, 2014
  • 43. Friday, April 18, 2014
  • 44. Friday, April 18, 2014
  • 45. 83%   of  women  say   important   factor truth  “I  AM  WHAT I  WEAR”   MORE  THAN  7  OUT  OF  10   WOMAN  PREFER  JEANS   OVER  CASUAL  SLACKS Eventually,  a   good  pair  of   jeans  becomes   your  best  friend FOR  THE  OTHER  82%,   THE  QUEST  FOR  A   “DENIM  SOULMATE” IS  AN  EPIC  MISSION... EVEN  WHEN  THE   JEANS  GET  WORN  OUT “WHEN  MY  JEANS  IS  ‘SICK’   I  LOOK  TO  FIX  THEM”  OR  TO   BUY  THE  SAME  ONE  AGAIN.. ONLY  18%  OF  THEM     CONSIDER  “BRAND”  AN   IMPORTANT  FACTOR  IN   DENIM  PURCHASES ...and  they  always go  back  for another  pairpair  they  love,  they   keep  them   MORE  THAN  50%  WOMEN  FAVOR   QUALITY  &  DURABILITY  OVER  STYLE. friends  and  family  are   in  jean  purchase   decisions  (53%).   celebrities  are  a  minor   of  women. THEY  LOOK  FOR   JEANS  THAT  ARE   COMFORTABLE   (74%)  AND   FLATTERING  (71%) there  are  a  variety   body  type jean  obituaries: the  reality CONVENTION “I  AM  WHAT   I  WEAR” Source  :  lifestyle  monitor  survey,  cotton  inc,  2013 JEAN  STRUGGLES THE  ROLE  OF  DENIM  IN  WOMEN’S  LIVES   Friday, April 18, 2014
  • 46. Friday, April 18, 2014
  • 47. Friday, April 18, 2014
  • 48. Friday, April 18, 2014
  • 49. If all else fails... Friday, April 18, 2014
  • 50. skills Develop your special Friday, April 18, 2014
  • 51. Culture addictPresenter Audience voice ResearcherData analyst Moderator Information source FuturologistFacilitatorStory teller Strategic thinker COMEDIAN FIGHTER SOCIALMAVEN EXPERT DESIGNER Friday, April 18, 2014
  • 52. Friday, April 18, 2014
  • 53. Friday, April 18, 2014
  • 54. Don't get set into one form, adapt it and build your own, and let it grow, be like water Emptyyour mind, be formless, shapeless — like water Now you put water in a cup, it becomes the cup You put water into a bottle it becomes the bottle You put it in a teapot it becomes the teapot Now water can flow or it can crash Be water, my friend Friday, April 18, 2014
  • 55. Convergence is a constant process, not an end point. Technology, creativity, and media are constantlyevolving, and so is the converged company. It is a never-ending challenge to adapt a customer experience that, in ourdigital age, will always be in flux.Bob Lord, CEO Razorfish Friday, April 18, 2014
  • 56. Art And Technology Get Closer In L.A.Lori Kozlowski, Contributor, Forbes “L.A. is a city driven by imagination and creativity; it’s natural that artists and technology entrepreneurs are thriving here. Much recent innovation in consumer technology has been driven by design, and many tech entrepreneurs draw their inspiration from artists and aspire to artistry in their products — so I’d expect to see increased convergence between the two worlds over time.” Friday, April 18, 2014
  • 57. Friday, April 18, 2014
  • 58. THE OPPORTUNITIES AND TEMPTATIONS OF CONVERGENCEFriday, April 18, 2014
  • 59. We have entered a new golden age, one in which technology has finally caught up with humans’ endless curiosity, and one that has the potential to revolutionize a wide swath of occupations and research fields. David Weinberger, Too big to know Friday, April 18, 2014
  • 60. Darwin todaywould not be operating this way. He would verylikelybe tweeting from the Beagle. He would be announcing his findings and initial ideas online, and people would be arguing with him all along, taking his ideas, applying them elsewhere, pushing back, criticizing him deeply— all of the things we do on the Web. That work has revolutionary, incredible value, but put into the Web, it gets teased out, amplified, corrected, as well as misunderstood and degraded. Nevertheless, that Web itself has more value than the individual content, so I would expect that Darwin today would be gathering his data from clouds of linked data, trying out ideas on the Web, and drawing those ideas in the tussle. The old rhythm of knowledge and science not coincidentallyis the rhythm of publishing. The Web has completely broken that rhythm. Friday, April 18, 2014
  • 61. THE STRATEGISTAS GUIDE Friday, April 18, 2014
  • 62. DATA (AB)USE Friday, April 18, 2014
  • 63. Friday, April 18, 2014
  • 64. Friday, April 18, 2014
  • 65. Friday, April 18, 2014
  • 66. Friday, April 18, 2014
  • 67. Friday, April 18, 2014
  • 68. Friday, April 18, 2014
  • 69. Friday, April 18, 2014
  • 70. Friday, April 18, 2014
  • 71. NEOPHILA Friday, April 18, 2014
  • 72. the longera technology lives, the longerit can be expected to live-ANTI-FRAGILE, NASSIM NICHOLAS TALEB Friday, April 18, 2014
  • 73. Friday, April 18, 2014
  • 74. Friday, April 18, 2014
  • 75. http://www.nytimes.com/newsgraphics/2013/10/27/south-china-sea/ Friday, April 18, 2014
  • 76. Friday, April 18, 2014
  • 77. Friday, April 18, 2014
  • 78. Friday, April 18, 2014
  • 79. Friday, April 18, 2014
  • 80. Friday, April 18, 2014
  • 81. Friday, April 18, 2014
  • 82. Friday, April 18, 2014
  • 83. Friday, April 18, 2014
  • 84. Friday, April 18, 2014
  • 85. The intention was good: "Let's give a behind-the-scenes glimpse into the editorial process!" But you know what it ends up looking like? A bunch of people sitting in a meeting. That's it. Most of us have to endure enough conference room monotony of our own. Please don't subject us to yours as well, USA Today. OK, so you're a gum brand. Your videos will likely involve people chewing gum. But there's really nothing -- nothing -- interesting about a person unwrapping a piece of gum and shoving it in his mouth. It's boring. The end. Friday, April 18, 2014
  • 86. OCD* *Obsessive Curation Disorder Friday, April 18, 2014
  • 87. Friday, April 18, 2014
  • 88. There’s no such thing as information overload — onlyfilter failure. Clay Shirky Friday, April 18, 2014
  • 89. Friday, April 18, 2014
  • 90. Friday, April 18, 2014
  • 91. CONTENT COMMERCE Friday, April 18, 2014
  • 92. In our focus on real time content, it is easy to overlook the bigger opportunity that is the blurring of the boundaries between content and commerce. If we accept that a majority of consumers will now experience our brands not on destination websites but distributed across the stream it is essential that we begin to build the ability to transact within the stream. Patricia McDonald Chief StrategyOfficer, Isobar Friday, April 18, 2014
  • 93. Friday, April 18, 2014
  • 94. Friday, April 18, 2014
  • 95. Friday, April 18, 2014
  • 96. Friday, April 18, 2014
  • 97. HYPERACTIVITY Friday, April 18, 2014
  • 98. Friday, April 18, 2014
  • 99. Friday, April 18, 2014
  • 100. The most important lesson from last Sunday’s event is perhaps this: the power of an “organising idea” for a brand. “Red Bull gives you wings” is the brand’s time-honoured platform and one that serves not just as the consumer proposition for its energy drinks, but also as a driving force for the business and its marketing activities. Rarely can a marketing claim have been dramatised more extravagantly. But without the brilliant distillation of the brand’s benefit down to those three words, last week’s event might never have happened. Laurence Green Marketing101/ThinkTank Friday, April 18, 2014
  • 101. Friday, April 18, 2014
  • 102. Friday, April 18, 2014
  • 103. WHOWE “GREAT BRANDS CELEBRATE WHATTHEYLOVE. SUCCESSFUL BRANDS ARE NOT COLD: THEY HAVE A SOUL, A CHARACTER. IF YOUR BRAND DOES NOT HAVE A BELIEF, IF IT DOES NOT HAVE A SOUL AND DOES NOT CORRECTLY ARCHITECT ITS MESSAGES EVERYWHERE IT TOUCHES CONSUMERS, IT CAN BECOME IRRELEVANT. THE EMOTIONAL CENTRE, THE BELIEF OF A BRAND, HAS TO INFORM ITS BEHAVIOR, AND THIS CAN’T ALL BE DONE WITH THE LEFT SIDE OF THE BRAIN.” BE MORE HUMAN(and if in doubt) BE MORE DOG Friday, April 18, 2014
  • 104. Friday, April 18, 2014
  • 105. technology should serve people, not the other way around simple, intuitive brand behaviorbrand belief gatorade is a catalyst for athletic achievement. fuel and inspire athletes everywhere by innovating to equip them to achieve their athletic best. brand behaviorbrand belief Friday, April 18, 2014
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  • 115. Friday, April 18, 2014
  • 116. Friday, April 18, 2014
  • 117. ACTION Friday, April 18, 2014
  • 118. RISKFriday, April 18, 2014
  • 119. COMPETITION Friday, April 18, 2014
  • 120. DATA (AB)USE Friday, April 18, 2014
  • 121. Planning Client - Creative Brand - Culture People - People Differentiation Defamiliarisation Content and commerce Tell a great story Make strange connections Develop your special skills In a world of flux, embrace instability Endless stimulation, go beyond curation Proliferation of platforms, choose wisely Resist neophilia Identifyyour soul Figure out how to behave Find your rhythm The truth lets you be brave We’re all planners Strategy is everywhere It gets betterwith others Friday, April 18, 2014

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