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Planning For The Future of Planning

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Born in London in the 1960s, planning has struggled to keep pace with the significant changes in consumer behaviors. Here we’ll explore how planning can evolve to make advertising more effective, both now, and into the future.

Published in: Marketing

Planning For The Future of Planning

  1. 1. PLANNING FOR THE FUTURE OF PLANNINGMICHIGAN STATE UNIVERSITY, NOVEMBER 9, 2015. Charlie Quirk, Global Strategy Director @
  2. 2. LET’S START FROM THE VERY BEGINNING…
  3. 3. LONDON, 1968
  4. 4. The account planner is that member of the agency's team who is the expert, at working with information and getting it used – not just marketing research but all the information available to help solve a client's advertising problems. STANLEY POLLITT STANLEY POLLITT
  5. 5. CONSUMER BRAND CATEGORY PLANNER The account planner’s role is to unlock insight that creates value between the consumer, the brand and the category (product or service.) SOURCE: Wikipedia, Account Planning. THE ROLE OF PLANNING…
  6. 6. LET’S THINK ABOUT HOW THE CONSUMER'S LIFE HAS EVOLVED SINCE THE BIRTH OF PLANNING…
  7. 7. THEN…
  8. 8. NOW…
  9. 9. 417 # of minutes of screen time per day 70% # of smartphone owners check their phones every six minutes 10% # of smartphone owners have checked their phone during sex TECHNOLOGY HAS BECOME THE WEAPON OF MASS DISTRACTION SOURCES: The Live, Work Play Better report. PSFK Labs, 2015 & Tecmark Study, 2014. 1,500 # of times average user checks phone per week
  10. 10. WE ONCE PLANNED FOR “CAPTIVE” AUDIENCES…
  11. 11. NOW WE PLAN TO COMPETE WITH THE REST OF THE INTERNET…
  12. 12. IT’S GETTING INCREASINGLY HARD TO CONTAIN ATTENTION …
  13. 13. A WEALTH OF INFORMATION CREATES A POVERTY OF ATTENTION HERBERT SIMON
  14. 14. NEARLY 2 IN 3 MILLENNIALS (AGED 18-34) USE AD BLOCKERS. SOURCE: Fractl & Moz, Inbound vs. Outbound: consumer perspectives on marketing, September 1, 2015.
  15. 15. ONLY 1% OF MILLENNIALS TRUST ADS SOURCE: Elte Daily Millennials Consumer Survey, 2015. http://www.forbes.com/sites/danschawbel/2015/01/20/10-new-findings-about-the-millennial-consumer/
  16. 16. AD BLOCKING IS ESTIMATED TO COST ADVERTISERS $22 BILLION IN 2015 SOURCE: Adobe & PageFair Ad Blocking Report, 2015. http://www.forbes.com/sites/danschawbel/2015/01/20/10-new-findings-about-the-millennial-consumer/
  17. 17. TIPS FOR THE FUTURE 18 BUT HOW ARE MOST AGENCIES REACTING? SOURCE: Gareth Kay, Chapter SF
  18. 18. BRAD JAKEMAN, PEPSICO The agency model that I grew up with largely has not changed in 25 years. Yet agency CEOs are sitting there watching retainers disappear … they are looking at clients being way more promiscuous with their agencies than they ever have.
  19. 19. SOURCE: Company Reports, Moffett Nathanson estimates and analysis. August, 2015. THE END OF THE “TV INDUSTRIAL COMPLEX?” 2.2% 2.7% 2.5% 2.6% 2.2% 1.9% 1.9% 1.6% 1.4% 1.7% 1.8% 1.8% 1.8% 1.5% 1.0% 0.5% 0.3% 0.2% -0.1% 0.0% 0.2% 0.1% 0.1% 0.1% 0.0% -0.2% -0.2% -0.2% -0.2% -0.1% 0.0% -0.1% -0.2% -0.5% -0.7% -1.0% -0.5% 0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0% PAY TV SUBSCRIBER GROWTH Q4 2006 - PRESENT
  20. 20. HOW CAN WE THINK DIFFERENTLY ABOUT PLANNING?
  21. 21. HOW CAN WE PLAN TO REACH CONSUMERS WHO DON’T SEEM TO WANT TO BE REACHED?
  22. 22. 1. PLAN TO BE USEFUL 23 7 PROVOCATIONS FOR PLANNING’S FUTURE
  23. 23. 1. PLAN TO BE USEFUL
  24. 24. SAFER CARS ! SAFER TRANSPORTATION
  25. 25. HELPFUL TIPS FOR YOUR LIFE
  26. 26. BUILD YOUR OWN JET ENGINE
  27. 27. 2. PLAN TO BE OBJECTIVE (TRULY) ABOUT WHAT YOUR CONSUMERS NEED.
  28. 28. HONESTLY, YOU DO NOT WAKE UP IN THE MORNING AND THINK, “I NEED A NEW BROWSER TODAY.” YOU WAKE UP IN THE MORNING AND WORRY ABOUT GETTING YOUR KIDS TO SCHOOL AND PAYING YOUR MORTGAGE. LORRAINE TWOHILL, GOOGLE
  29. 29. GOOGLE’S “INTERNET SAATHI” 31
  30. 30. 3. PLAN FOR RECIPROCITY
  31. 31. GET SOMEONE TO DO YOU A FAVOR AND THEY WILL LIKE YOU MORE. - BENJAMIN FRANKLIN
  32. 32. GIVE PEOPLE A SENSE OF OWNERSHIP OF THE BRAND
  33. 33. 4. PLAN TO VIEW DATA AS AN OPPORTUNITY, NOT A THREAT.
  34. 34. WITHOUT DATA, YOU’RE JUST ANOTHER PERSON WITH AN OPINION.W. EDWARDS DEMING
  35. 35. IBM’S “COGNITIVE COOKING””
  36. 36. 5. PLAN TO COMPLEMENT COMMUNITIES; NOT CO-OPT THEM
  37. 37. MARK ZUCKERBERG YOU DON’T START COMMUNITIES. COMMUNITIES ALREADY EXIST… THINK ABOUT HOW YOU CAN HELP THAT COMMUNITY DO WHAT IT WANTS TO DO. SOURCE: Cited in Faris Yakob’s Paid Attention, 2015
  38. 38. 43
  39. 39. 6. PLAN FOR “CULTURAL DISRUPTION”
  40. 40. CASEY NEISTAT Advertising is a convoluted, complicated, somewhat ridiculous process, where a tremendous amount of money is wasted and at the end of the day you turn out something that is creativity by committee – which is mushy, invisible and no one cares about. That’s how I’d describe 99% of all advertising. CASEY NEISTAT
  41. 41. Believe that global brands have the ability to make greater positive change than the government. 81% Source: McCann Worldgroup Study – Truth About Global Brands
  42. 42. Believe that global brands have the power to make the world better. 85% Source: McCann Worldgroup Study – Truth About Global Brands
  43. 43. Source: CEB 2015 Marcomm Initiative Survey; CEB analysis, 2015. CULTURAL DISRUPTION PAYS DIVIDENDS -1% -3% 7% 32% -20% -10% 0% 10% 20% 30% 40% Product-focused Entertaining/ Emotional Affirming Disruptive Statistically Significant Not Statistically Significant CHANGE IN LIKELIHOOD OF A MARCOMM INITIATIVE BEING HIGH-PERFORMING BY NATURE OF CORE IDEA Components •  Challenged a cultural norm •  Was surprising/provocative for influencers •  Advanced a societal debate •  Was linked to a key brand differentiator n = 252 Marcomm Initiatives
  44. 44. 7. PLAN FOR CONTENT TO TRAVEL WELL
  45. 45. My Left Foot In the Name of the Father Gangs of New York There Will Be Blood HAVING A VIRAL STRATEGY IS AKIN TO HAVING AN OSCAR STRATEGY. YOU CAN CREATE BETTER CHANCES, BUT YOU CANNOT GUARANTEE IT. FARIS YAKOB, PAID ATTENTION Lincoln
  46. 46. TO BRING VALUABLE AND ENTERTAINING CONTENT TO OTHERS 94% carefully consider how the information they share will be useful to the recipient TO DEFINE THEMSELVES TO OTHERS 68% share to give people a better sense of who they are and what they care about TO GROW AND NUTURE RELATIONSHIPS 73% share information because it helps them connect with others who share their interests SELF FULFILLMENT 69% share information because it allows them to feel more involved in the world TO GET THE WORD OUT ABOUT CAUSES THEY CARE ABOUT 84% share because it is a way to support causes or issues they care about WHAT MAKES PEOPLE SHARE CONTENT? Source: NY Times, 2011.
  47. 47. 56 DOVE “REAL BEAUTY SKETCHES”
  48. 48. 1. PLAN TO BE USEFUL 2. PLAN TO BE OBJECTIVE ABOUT WHAT YOUR CONSUMERS NEED 3. PLAN FOR RECIPROCITY 4. PLAN TO VIEW DATA AS AN OPPORTUNITY; NOT A THREAT 5. PLAN TO COMPLEMENT COMMUNITIES; NOT CO-OPT THEM 6. PLAN FOR CULTURAL DISRUPTION 7. PLAN FOR CONTENT TO TRAVEL WELL RECAP: PLANNING’S MAGNIFICENT 7
  49. 49. OTHER WORDS OF ADVICE
  50. 50. STAY HUNGRY, STAY FOOLISH- STEVE JOBS STEVE JOBS
  51. 51. ELEANOR ROOSEVELT AT A CHILD’S BIRTH, IF A MOTHER COULD ASK A FAIRY GODMOTHER TO ENDOW IT WITH THE MOST USEFUL GIFT, THAT GIFT WOULD BE CURIOSITY.
  52. 52. A DESK IS A DANGEROUS PLACE FROM WHICH TO VIEW THE WORLD.JOHN LE CARRE
  53. 53. ELLEN DEGENERES THERE’S NO ONE WAY TO DANCE. AND THAT’S KIND OF MY PHILOSOPHY ABOUT EVERYTHING.
  54. 54. 64 CHUCK CLOSE INSPIRATION IS FOR AMATEURS. THE REST OF US JUST SHOW UP AND GET TO WORK.
  55. 55. CUTTING ROOM FLOOR COMMONWEALTH//MCCANN 65

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