0
Zeus Jones.

Born March 1, 2007.




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




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

E. J. Hobsbaw...
© Zeus Jones 2007
© Zeus Jones 2007
The future of planning.

Presented at the AAAA Account Planning Conference 2007.




                                     ...
It actually gets worse...




                            © Zeus Jones 2007
President   Head of planning
 Fallon          Fallon




                               © Zeus Jones 2007
President   Head of planning
 Fallon          Fallon




                               © Zeus Jones 2007
The Whites   The Hos




                       © Zeus Jones 2007
The Whites   The Hos




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




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




                                            © Zeus Jones 2007
Or communications...




                       © Zeus Jones 2007
Or media...




© Zeus Jones 2007
Or marketing...




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




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




                                                 © Zeus Jones 2007
USA                    World                       China




32%
                  40%                                    ...
Businesses
 are moving
from atoms
   to bits,
  becoming
information
businesses.




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




                                                       © Zeus Jon...
It will no longer be enough to meet customer needs.




                                                      © Zeus Jones...
Or even to surpass customer needs.




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




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




                                                          © Ze...
Sony more than met expectations for a next gen console.   Nintendo created an entirely new experience.




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




                                                        © Zeus J...
Microsoft packed more upgrades into Office than ever.   Google put “office apps” online and made them free.




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




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




                        ...
Exceeding expectations isn’t enough. You need to
create new possibilities.




                                           ...
The formula for creating new possibilities is fairly
easy to understand.




                                             ...
Edwin Tofslie:




                                                © Zeus Jones 2007
You can innovate constantly and consi...
You can
reinvent
yourself.




            © Zeus Jones 2007
You can
reinvent
yourself.




            © Zeus Jones 2007
You can
reinvent
yourself.




            © Zeus Jones 2007
© Zeus Jones 2007
Or you can start from scratch.
Most companies can’t pull this off...




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




                                   © Zeus Jones 2007
Marketing: according to the AMA.

“Marketing is an organizational function and a set of processes for creating,
communicat...
© Zeus Jones 2007
Value is in information not assets.




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




                                        ...
Value is in information not assets.   Value is in delivering new experiences.   Value is in creating new opportunity.




...
Marketing today can’t fulfill this role.




                                           © Zeus Jones 2007
Marketing reinvented can fulfill this role.




                                              © Zeus Jones 2007
`




© Zeus Jones 2007
Marketing must
     move from:

    A communication
      oriented role.




                       © Zeus Jones 2007
`
Marketing must
       become:

    A value-creation
          tool.




                       © Zeus Jones 2007
`
© Zeus Jones 2007
Computer History Museum




                    Web 1.0 was a communications medium




© Zeus Jones 2007
eboy

       Web 2.0 is a services medium




                                      © Zeus Jones 2007
Web 2.0 allow businesses to deliver information-
based services that:

Create new possibilities and new experiences for th...
© Zeus Jones 2007
Open Table




© Zeus Jones 2007
Open Table   Map My Run




                          © Zeus Jones 2007
© Zeus Jones 2007
Loopt




© Zeus Jones 2007
Loopt   Oops I’m Late




                        © Zeus Jones 2007
Web 2.0 (and other technologies) allow companies
to create marketing that:

Creates new possibilities and new experiences ...
Marketing As A Service.
                      ZM




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




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




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




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




                       ...
© Zeus Jones 2007
The great news is there’s no shortage of existing services that can be co-opted,
mashed up, remixed and ...
© Zeus Jones 2007
The Future         The Future      The Future
              =                =
Of Business       Of Marketing     Of Plann...
© Zeus Jones 2007
Voice of the
 consumer




               © Zeus Jones 2007
Voice of the
 consumer




               © Zeus Jones 2007
Voice of the   Advertising
 consumer       midwife




                             © Zeus Jones 2007
Voice of the   Advertising
 consumer       midwife




                             © Zeus Jones 2007
Voice of the   Advertising
                             ????
 consumer       midwife




                                 ...
“Industry is a customer satisfying one, not a
                      goods producing one.

                      “The histo...
© Zeus Jones 2007
Lowering unit costs?




                       © Zeus Jones 2007
Lowering unit costs?   Product provincialism?




                                                © Zeus Jones 2007
Lowering unit costs?   Product provincialism?   Goods producing business?




                                            ...
Planners helped reform UK advertising in the 60s.




                                                    © Zeus Jones 2007
Imagine planning as an industry.




                                   © Zeus Jones 2007
What business are we in?




                           © Zeus Jones 2007
© Zeus Jones 2007
© Zeus Jones 2007
`




© Zeus Jones 2007
Clients want to
      create new
      experiences
    that excite their
      customers.




                        © Ze...
Clients want to      Planners use
      create new         creativity and
      experiences         intuition to
    that ...
Clients want to      Planners use
      create new         creativity and
      experiences         intuition to
    that ...
© Zeus Jones 2007
Thomas Bruce (trbpix) on Flickr licensed under creative commons


                                                        ...
Christian   Adrian   Eric   Chris   Rob




                                          © Zeus Jones 2007
No departments.

No walls between strategy and
creativity in how we work or what
we deliver.




                         ...
Our first lesson.

Take responsibility for creating value
for clients, not just briefs.




                              ...
No barriers to ideas.

No part of the client’s business is
out of bounds.




                                      © Zeus...
© Zeus Jones 2007
© Zeus Jones 2007
© Zeus Jones 2007
Our second lesson.

Fight compartmentalization.




                              © Zeus Jones 2007
Shared accountability.

Project-based with bulk of fee tied
to achieving business results.




                           ...
Our third lesson.

Get involved in the compensation
negotiation. Find ways for the
agency to get paid for helping build
th...
The future looks good for planners.




                                      © Zeus Jones 2007
Planning as an
industry can thrive.

But planners must become more
vocal and involved in broader agency
and industry debat...
quot;I'm just surprised that no-one's thought of a
better idea yet.quot; - Stephen King




                              ...
The future of planning.

Presented at the AAAA Account Planning Conference 2007.




                                     ...
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AAAA Future Of Planning Zj

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This is the speech we gave at the 4As account planning conference in San Diego.

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Transcript of "AAAA Future Of Planning Zj"

  1. 1. Zeus Jones. Born March 1, 2007. © Zeus Jones 2007
  2. 2. “Hello, it’s August 2007.” © Zeus Jones 2007
  3. 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
  4. 4. © Zeus Jones 2007
  5. 5. © Zeus Jones 2007
  6. 6. The future of planning. Presented at the AAAA Account Planning Conference 2007. © Zeus Jones 2007
  7. 7. It actually gets worse... © Zeus Jones 2007
  8. 8. President Head of planning Fallon Fallon © Zeus Jones 2007
  9. 9. President Head of planning Fallon Fallon © Zeus Jones 2007
  10. 10. The Whites The Hos © Zeus Jones 2007
  11. 11. The Whites The Hos © Zeus Jones 2007
  12. 12. We’ve bet everything on a vision of the future. © Zeus Jones 2007
  13. 13. Not a vision of the future of planning... © Zeus Jones 2007
  14. 14. Or communications... © Zeus Jones 2007
  15. 15. Or media... © Zeus Jones 2007
  16. 16. Or marketing... © Zeus Jones 2007
  17. 17. We placed a bet on the future of business. © Zeus Jones 2007
  18. 18. Value in business has migrated to intangibles. © Zeus Jones 2007
  19. 19. USA World China 32% 40% 40% 60% 60% 68% © Zeus Jones 2007 Percent of GDP based upon Service Non service
  20. 20. Businesses are moving from atoms to bits, becoming information businesses. © Zeus Jones 2007
  21. 21. This is enabling a great transformation in business. © Zeus Jones 2007
  22. 22. It will no longer be enough to meet customer needs. © Zeus Jones 2007
  23. 23. Or even to surpass customer needs. © Zeus Jones 2007
  24. 24. Businesses now need to create new possibilities. © Zeus Jones 2007
  25. 25. © Zeus Jones 2007
  26. 26. Sony more than met expectations for a next gen console. © Zeus Jones 2007
  27. 27. Sony more than met expectations for a next gen console. Nintendo created an entirely new experience. © Zeus Jones 2007
  28. 28. © Zeus Jones 2007
  29. 29. Microsoft packed more upgrades into Office than ever. © Zeus Jones 2007
  30. 30. Microsoft packed more upgrades into Office than ever. Google put “office apps” online and made them free. © Zeus Jones 2007
  31. 31. © Zeus Jones 2007
  32. 32. HTC Delivered one of the most powerful phones ever. © Zeus Jones 2007
  33. 33. HTC Delivered one of the most powerful phones ever. Apple created a new way to use a phone. © Zeus Jones 2007
  34. 34. Exceeding expectations isn’t enough. You need to create new possibilities. © Zeus Jones 2007
  35. 35. The formula for creating new possibilities is fairly easy to understand. © Zeus Jones 2007
  36. 36. Edwin Tofslie: © Zeus Jones 2007 You can innovate constantly and consistently.
  37. 37. You can reinvent yourself. © Zeus Jones 2007
  38. 38. You can reinvent yourself. © Zeus Jones 2007
  39. 39. You can reinvent yourself. © Zeus Jones 2007
  40. 40. © Zeus Jones 2007 Or you can start from scratch.
  41. 41. Most companies can’t pull this off... © Zeus Jones 2007
  42. 42. That’s where marketing comes in. © Zeus Jones 2007
  43. 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
  44. 44. © Zeus Jones 2007
  45. 45. Value is in information not assets. © Zeus Jones 2007
  46. 46. Value is in information not assets. Value is in delivering new experiences. © Zeus Jones 2007
  47. 47. Value is in information not assets. Value is in delivering new experiences. Value is in creating new opportunity. © Zeus Jones 2007
  48. 48. Marketing today can’t fulfill this role. © Zeus Jones 2007
  49. 49. Marketing reinvented can fulfill this role. © Zeus Jones 2007
  50. 50. ` © Zeus Jones 2007
  51. 51. Marketing must move from: A communication oriented role. © Zeus Jones 2007 `
  52. 52. Marketing must become: A value-creation tool. © Zeus Jones 2007 `
  53. 53. © Zeus Jones 2007
  54. 54. Computer History Museum Web 1.0 was a communications medium © Zeus Jones 2007
  55. 55. eboy Web 2.0 is a services medium © Zeus Jones 2007
  56. 56. Web 2.0 allow businesses to deliver information- based services that: Create new possibilities and new experiences for their customers. © Zeus Jones 2007
  57. 57. © Zeus Jones 2007
  58. 58. Open Table © Zeus Jones 2007
  59. 59. Open Table Map My Run © Zeus Jones 2007
  60. 60. © Zeus Jones 2007
  61. 61. Loopt © Zeus Jones 2007
  62. 62. Loopt Oops I’m Late © Zeus Jones 2007
  63. 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
  64. 64. Marketing As A Service. ZM © Zeus Jones 2007
  65. 65. © Zeus Jones 2007
  66. 66. Pure Digital Flip - “Disposable Technology.” © Zeus Jones 2007
  67. 67. Pure Digital Flip - “Disposable Technology.” Plus a service = Completely new experience. © Zeus Jones 2007
  68. 68. © Zeus Jones 2007
  69. 69. Ambient Devices - adding services to an umbrella. © Zeus Jones 2007
  70. 70. Ambient Devices - adding services to an umbrella. Prada Store - adding services to clothing. © Zeus Jones 2007
  71. 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.
  72. 72. © Zeus Jones 2007
  73. 73. The Future The Future The Future = = Of Business Of Marketing Of Planning © Zeus Jones 2007
  74. 74. © Zeus Jones 2007
  75. 75. Voice of the consumer © Zeus Jones 2007
  76. 76. Voice of the consumer © Zeus Jones 2007
  77. 77. Voice of the Advertising consumer midwife © Zeus Jones 2007
  78. 78. Voice of the Advertising consumer midwife © Zeus Jones 2007
  79. 79. Voice of the Advertising ???? consumer midwife © Zeus Jones 2007
  80. 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 `
  81. 81. © Zeus Jones 2007
  82. 82. Lowering unit costs? © Zeus Jones 2007
  83. 83. Lowering unit costs? Product provincialism? © Zeus Jones 2007
  84. 84. Lowering unit costs? Product provincialism? Goods producing business? © Zeus Jones 2007
  85. 85. Planners helped reform UK advertising in the 60s. © Zeus Jones 2007
  86. 86. Imagine planning as an industry. © Zeus Jones 2007
  87. 87. What business are we in? © Zeus Jones 2007
  88. 88. © Zeus Jones 2007
  89. 89. © Zeus Jones 2007
  90. 90. ` © Zeus Jones 2007
  91. 91. Clients want to create new experiences that excite their customers. © Zeus Jones 2007 `
  92. 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 `
  93. 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 `
  94. 94. © Zeus Jones 2007
  95. 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.
  96. 96. Christian Adrian Eric Chris Rob © Zeus Jones 2007
  97. 97. No departments. No walls between strategy and creativity in how we work or what we deliver. © Zeus Jones 2007
  98. 98. Our first lesson. Take responsibility for creating value for clients, not just briefs. © Zeus Jones 2007
  99. 99. No barriers to ideas. No part of the client’s business is out of bounds. © Zeus Jones 2007
  100. 100. © Zeus Jones 2007
  101. 101. © Zeus Jones 2007
  102. 102. © Zeus Jones 2007
  103. 103. Our second lesson. Fight compartmentalization. © Zeus Jones 2007
  104. 104. Shared accountability. Project-based with bulk of fee tied to achieving business results. © Zeus Jones 2007
  105. 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
  106. 106. The future looks good for planners. © Zeus Jones 2007
  107. 107. Planning as an industry can thrive. But planners must become more vocal and involved in broader agency and industry debate. © Zeus Jones 2007
  108. 108. quot;I'm just surprised that no-one's thought of a better idea yet.quot; - Stephen King © Zeus Jones 2007
  109. 109. The future of planning. Presented at the AAAA Account Planning Conference 2007. © Zeus Jones 2007
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