AAAA Future Of Planning Zj

Slide 1: Zeus Jones. Born March 1, 2007. © Zeus Jones 2007

Slide 2: “Hello, it’s August 2007.” © Zeus Jones 2007

Slide 3: The only certain thing about the future is that it will surprise even those who have seen furthest into it. E. J. Hobsbawm © Zeus Jones 2007

Slide 4: © Zeus Jones 2007

Slide 6: The future of planning. Presented at the AAAA Account Planning Conference 2007. © Zeus Jones 2007

Slide 7: It actually gets worse... © Zeus Jones 2007

Slide 8: President Head of planning Fallon Fallon © Zeus Jones 2007

Slide 9: President Head of planning Fallon Fallon © Zeus Jones 2007

Slide 10: The Whites The Hos © Zeus Jones 2007

Slide 11: The Whites The Hos © Zeus Jones 2007

Slide 12: We’ve bet everything on a vision of the future. © Zeus Jones 2007

Slide 13: Not a vision of the future of planning... © Zeus Jones 2007

Slide 14: Or communications... © Zeus Jones 2007

Slide 15: Or media... © Zeus Jones 2007

Slide 16: Or marketing... © Zeus Jones 2007

Slide 17: We placed a bet on the future of business. © Zeus Jones 2007

Slide 18: Value in business has migrated to intangibles. © Zeus Jones 2007

Slide 19: USA World China 32% 40% 40% 60% 60% 68% © Zeus Jones 2007 Percent of GDP based upon Service Non service

Slide 20: Businesses are moving from atoms to bits, becoming information businesses. © Zeus Jones 2007

Slide 21: This is enabling a great transformation in business. © Zeus Jones 2007

Slide 22: It will no longer be enough to meet customer needs. © Zeus Jones 2007

Slide 23: Or even to surpass customer needs. © Zeus Jones 2007

Slide 24: Businesses now need to create new possibilities. © Zeus Jones 2007

Slide 26: Sony more than met expectations for a next gen console. © Zeus Jones 2007

Slide 27: Sony more than met expectations for a next gen console. Nintendo created an entirely new experience. © Zeus Jones 2007

Slide 29: Microsoft packed more upgrades into Office than ever. © Zeus Jones 2007

Slide 30: Microsoft packed more upgrades into Office than ever. Google put “office apps” online and made them free. © Zeus Jones 2007

Slide 32: HTC Delivered one of the most powerful phones ever. © Zeus Jones 2007

Slide 33: HTC Delivered one of the most powerful phones ever. Apple created a new way to use a phone. © Zeus Jones 2007

Slide 34: Exceeding expectations isn’t enough. You need to create new possibilities. © Zeus Jones 2007

Slide 35: The formula for creating new possibilities is fairly easy to understand. © Zeus Jones 2007

Slide 36: Edwin Tofslie: © Zeus Jones 2007 You can innovate constantly and consistently.

Slide 37: You can reinvent yourself. © Zeus Jones 2007

Slide 40: © Zeus Jones 2007 Or you can start from scratch.

Slide 41: Most companies can’t pull this off... © Zeus Jones 2007

Slide 42: That’s where marketing comes in. © Zeus Jones 2007

Slide 43: Marketing: according to the AMA. “Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” © Zeus Jones 2007

Slide 45: Value is in information not assets. © Zeus Jones 2007

Slide 46: Value is in information not assets. Value is in delivering new experiences. © Zeus Jones 2007

Slide 47: Value is in information not assets. Value is in delivering new experiences. Value is in creating new opportunity. © Zeus Jones 2007

Slide 48: Marketing today can’t fulfill this role. © Zeus Jones 2007

Slide 49: Marketing reinvented can fulfill this role. © Zeus Jones 2007

Slide 50: ` © Zeus Jones 2007

Slide 51: Marketing must move from: A communication oriented role. © Zeus Jones 2007 `

Slide 52: Marketing must become: A value-creation tool. © Zeus Jones 2007 `

Slide 54: Computer History Museum Web 1.0 was a communications medium © Zeus Jones 2007

Slide 55: eboy Web 2.0 is a services medium © Zeus Jones 2007

Slide 56: Web 2.0 allow businesses to deliver information- based services that: Create new possibilities and new experiences for their customers. © Zeus Jones 2007

Slide 58: Open Table © Zeus Jones 2007

Slide 59: Open Table Map My Run © Zeus Jones 2007

Slide 61: Loopt © Zeus Jones 2007

Slide 62: Loopt Oops I’m Late © Zeus Jones 2007

Slide 63: Web 2.0 (and other technologies) allow companies to create marketing that: Creates new possibilities and new experiences for their customers. © Zeus Jones 2007

Slide 64: Marketing As A Service. ZM © Zeus Jones 2007

Slide 66: Pure Digital Flip - “Disposable Technology.” © Zeus Jones 2007

Slide 67: Pure Digital Flip - “Disposable Technology.” Plus a service = Completely new experience. © Zeus Jones 2007

Slide 69: Ambient Devices - adding services to an umbrella. © Zeus Jones 2007

Slide 70: Ambient Devices - adding services to an umbrella. Prada Store - adding services to clothing. © Zeus Jones 2007

Slide 71: © Zeus Jones 2007 The great news is there’s no shortage of existing services that can be co-opted, mashed up, remixed and put to work for you clients.

Slide 73: The Future The Future The Future = = Of Business Of Marketing Of Planning © Zeus Jones 2007

Slide 75: Voice of the consumer © Zeus Jones 2007

Slide 80: “Industry is a customer satisfying one, not a goods producing one. “The historic fate of one growth industry after another has been its product provincialism. “The tantalizing profit possibilities of low unit cost may be the most seriously self-deceiving attitude that can afflict a company.” Theodore Levitt © Zeus Jones 2007 `

Slide 92: Clients want to Planners use create new creativity and experiences intuition to that excite their imagine a more customers. exciting future. © Zeus Jones 2007 `

Slide 93: Clients want to Planners use create new creativity and experiences intuition to that excite their imagine a more customers. exciting future. © Zeus Jones 2007 `

Slide 95: Thomas Bruce (trbpix) on Flickr licensed under creative commons © Zeus Jones 2007 Photo: Thomas Bruce. Used with consent of owner. We launched with a single belief. When it comes to marketing: actions speak louder than words.

Slide 97: No departments. No walls between strategy and creativity in how we work or what we deliver. © Zeus Jones 2007

Slide 104: Shared accountability. Project-based with bulk of fee tied to achieving business results. © Zeus Jones 2007

Slide 105: Our third lesson. Get involved in the compensation negotiation. Find ways for the agency to get paid for helping build the client’s business - regardless of the vehicle. © Zeus Jones 2007

Slide 107: Planning as an industry can thrive. But planners must become more vocal and involved in broader agency and industry debate. © Zeus Jones 2007

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