Slideshow Transcript

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