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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.

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

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AAAA Future Of Planning Zj AAAA Future Of Planning Zj Presentation Transcript

  • 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. Hobsbawm © Zeus Jones 2007 View slide
  • © Zeus Jones 2007 View slide
  • © Zeus Jones 2007
  • The future of planning. Presented at the AAAA Account Planning Conference 2007. © Zeus Jones 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% 40% 60% 60% 68% © Zeus Jones 2007 Percent of GDP based upon Service Non service
  • Businesses are moving from atoms to bits, becoming information businesses. © Zeus Jones 2007
  • This is enabling a great transformation in business. © Zeus Jones 2007
  • It will no longer be enough to meet customer needs. © Zeus Jones 2007
  • 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. © Zeus Jones 2007
  • Sony more than met expectations for a next gen console. Nintendo created an entirely new experience. © Zeus Jones 2007
  • © Zeus Jones 2007
  • Microsoft packed more upgrades into Office than ever. © Zeus Jones 2007
  • Microsoft packed more upgrades into Office than ever. Google put “office apps” online and made them free. © Zeus Jones 2007
  • © Zeus Jones 2007
  • HTC Delivered one of the most powerful phones ever. © Zeus Jones 2007
  • HTC Delivered one of the most powerful phones ever. Apple created a new way to use a phone. © Zeus Jones 2007
  • Exceeding expectations isn’t enough. You need to create new possibilities. © Zeus Jones 2007
  • The formula for creating new possibilities is fairly easy to understand. © Zeus Jones 2007
  • Edwin Tofslie: © Zeus Jones 2007 You can innovate constantly and consistently.
  • 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, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” © Zeus Jones 2007
  • © Zeus Jones 2007
  • Value is in information not assets. © Zeus Jones 2007
  • Value is in information not assets. Value is in delivering new experiences. © Zeus Jones 2007
  • Value is in information not assets. Value is in delivering new experiences. Value is in creating new opportunity. © Zeus Jones 2007
  • 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 their customers. © Zeus Jones 2007
  • © 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 for their customers. © Zeus Jones 2007
  • 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
  • © 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
  • © 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.
  • © Zeus Jones 2007
  • The Future The Future The Future = = Of Business Of Marketing Of Planning © Zeus Jones 2007
  • © 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 © Zeus Jones 2007
  • “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 `
  • © 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? © Zeus Jones 2007
  • 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. © Zeus Jones 2007 `
  • Clients want to Planners use create new creativity and experiences intuition to that excite their imagine a more customers. exciting future. © Zeus Jones 2007 `
  • Clients want to Planners use create new creativity and experiences intuition to that excite their imagine a more customers. exciting future. © Zeus Jones 2007 `
  • © Zeus Jones 2007
  • 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.
  • Christian Adrian Eric Chris Rob © Zeus Jones 2007
  • No departments. No walls between strategy and creativity in how we work or what we deliver. © Zeus Jones 2007
  • Our first lesson. Take responsibility for creating value for clients, not just briefs. © Zeus Jones 2007
  • No barriers to ideas. No part of the client’s business is out of bounds. © Zeus Jones 2007
  • © 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. © Zeus Jones 2007
  • 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
  • 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 debate. © Zeus Jones 2007
  • quot;I'm just surprised that no-one's thought of a better idea yet.quot; - Stephen King © Zeus Jones 2007
  • The future of planning. Presented at the AAAA Account Planning Conference 2007. © Zeus Jones 2007