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WE’VE BEEN
  WRONG
     ALL ALONG
Thursday, December 2, 2010
OR




Thursday, December 2, 2010
PERSISTENT
 METACOGNITIVE
 ERRORS IN
ADVERTISING
Thursday, December 2, 2010
AND HOW
“DIGITAL”
    MAKES IT BETTER
Thursday, December 2, 2010
Thursday, December 2, 2010
BEFORE>                  <NOW
                                 Digital Ninja //     Chief Innovation Officer
              ...
Thursday, December 2, 2010
Thursday, December 2, 2010
WHAT IS ACCOUNT PLANNING?

        WHAT IS STRATEGY?
         WHAT ARE THEY FOR?




Thursday, December 2, 2010
I used to sell strategy
            Strategy is making informed decisions about how to achieve
            predetermined o...
"Account planning is the discipline that brings the consumer into the
                    process of developing advertisin...
agency




                                                     ACCOUNT
                               REATIVE   PLANNING
...
"the best new business tool
                                   ever invented"
Thursday, December 2, 2010
Thursday, December 2, 2010
TELL PEOPLE ABOUT IT




Thursday, December 2, 2010
Thursday, December 2, 2010
Thursday, December 2, 2010
GARETH’S SLIDE

Thursday, December 2, 2010
Thursday, December 2, 2010
Thursday, December 2, 2010
BUT THE CONSUMER RESEARCH
  SAYS OTHERWISE....



Thursday, December 2, 2010
Thursday, December 2, 2010
ATTITUDES


                                ≠
                             BEHAVIORS
Thursday, December 2, 2010
METACOGNITIVE ERROR



Thursday, December 2, 2010
“We know brand preferences   usually
          aren’t rational,” he says, “and yet
          we still persist in trying to...
Thursday, December 2, 2010
Thursday, December 2, 2010
Thursday, December 2, 2010
METACOGNITIVE ERROR
Thursday, December 2, 2010
Thursday, December 2, 2010
“Somehow 30 seconds of entertaining nonsense
leads to a situation where people not only choose
this brand but will pay 35%...
Thursday, December 2, 2010
WHAT EVERYONE ELSE SAYS

                                                    CSR


                                       ...
METACOGNITIVE ERROR



Thursday, December 2, 2010
Thursday, December 2, 2010
EVOLUTION NEEDED TO STRATEGY:
   THE ROLE OF “ADVERTISING” PRE-
              DIGITAL

                               USP ...
“We know brand preferences   usually
          aren’t rational,” he says, “and yet
          we still persist in trying to...
DIGITAL IS DIFFERENT

                     THE WORLD IS
                   DIGITALDIFFERENT
Thursday, December 2, 2010
39


Thursday, December 2, 2010
s but on
                             “Our focus should be not on emerging technologie
                                   ...
Thursday, December 2, 2010
`




Thursday, December 2, 2010
FROM VIEWING...

Thursday, December 2, 2010
TO DOING



Thursday, December 2, 2010
PASSIVE




Thursday, December 2, 2010
ACTIVE




Thursday, December 2, 2010
GAPS IN THE PROCESS



                             GIVE PEOPLE A ROLE

Thursday, December 2, 2010
Thursday, December 2, 2010
49
Thursday, December 2, 2010
Source: http://www.slideshare.net/adliterate/media-fragmentation
Thursday, December 2, 2010
MEDIA PLANNING
                             Knowing how to reach the consumer
                                            ...
DEF UH NISH UN:
                             COMMUNICATION PLANNING

                       A strategic function that deve...
EVERY NEW
                CHANNEL
              CHANGES THE
             ENTIRE SYSTEM
Thursday, December 2, 2010
Thursday, December 2, 2010
INFLUENCER ENGAGEMENT + CONTENT                                                                                           ...
Thursday, December 2, 2010
FROM IDEAS THAT
  ARE CONTENT
  TO IDEAS THAT
  CREATE CONTENT
Thursday, December 2, 2010
BUT...CONTENT
   IS NO LONGER
      ENOUGH
Thursday, December 2, 2010
NEW MARKETING IS
  SOLVING BRAND PROBLEMS
                               BY
                         SOLVING CONSUMER
    ...
PROBLEMS: BRAND + CONSUMER
                             “The greatest challenge to any thinker is stating the problem
    ...
WHAT BRAND PROBLEM ARE WE SOLVING?
         WHAT CUSTOMER PROBLEM ARE WE SOLVING?

       WHO ARE THE PARTICIPANTS & WHO A...
DO SOMETHING FOR PEOPLE




Thursday, December 2, 2010
DO SOMETHING   TELL PEOPLE ABOUT IT




Thursday, December 2, 2010
Thursday, December 2, 2010
Thursday, December 2, 2010
Thursday, December 2, 2010
Thursday, December 2, 2010
Thursday, December 2, 2010
DO SOMETHING   TELL PEOPLE ABOUT IT




Thursday, December 2, 2010
PEOPLE SOCIAL & PARTICIPATORY
  BRANDS BEHAVIORAL TEMPLATES
  STRATEGY HOW TO CREATE VALUE
  BRIEFS ACTIONS + CHANNELS
  S...
Thursday, December 2, 2010
fyakob@mdc-partners.com
                                farisyakob.com
                                     @faris

Thursd...
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Faris Yakob, Chief Innovation Officer for MDC Partners will inspire us all with thoughts on how strategy has to evolve if it's to inform work that's interactive, shareable, and participatory.

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MDW NY | Faris Yakob_Strategy for the Post-Digital Age

  1. WE’VE BEEN WRONG ALL ALONG Thursday, December 2, 2010
  2. OR Thursday, December 2, 2010
  3. PERSISTENT METACOGNITIVE ERRORS IN ADVERTISING Thursday, December 2, 2010
  4. AND HOW “DIGITAL” MAKES IT BETTER Thursday, December 2, 2010
  5. Thursday, December 2, 2010
  6. BEFORE> <NOW Digital Ninja // Chief Innovation Officer Naked Communications MDC/kbs+p Founding Spy EVP Chief Technology Strategist // Spies & Assassins McCann Erickson NY Thursday, December 2, 2010
  7. Thursday, December 2, 2010
  8. Thursday, December 2, 2010
  9. WHAT IS ACCOUNT PLANNING? WHAT IS STRATEGY? WHAT ARE THEY FOR? Thursday, December 2, 2010
  10. I used to sell strategy Strategy is making informed decisions about how to achieve predetermined objectives Thursday, December 2, 2010
  11. "Account planning is the discipline that brings the consumer into the process of developing advertising.” VOICE OF THE CONSUMER IN ORDER TO MAKE THE WORK, WORK DIRECT + INSPIRE CREATIVITY Stephen King, believing that clients deserved a better way of doing things, proposed a process of advertising development that had a little less gut feeling and a little more scientific foundation. Thursday, December 2, 2010
  12. agency ACCOUNT REATIVE PLANNING C PRODUC TION Thursday, December 2, 2010
  13. "the best new business tool ever invented" Thursday, December 2, 2010
  14. Thursday, December 2, 2010
  15. TELL PEOPLE ABOUT IT Thursday, December 2, 2010
  16. Thursday, December 2, 2010
  17. Thursday, December 2, 2010
  18. GARETH’S SLIDE Thursday, December 2, 2010
  19. Thursday, December 2, 2010
  20. Thursday, December 2, 2010
  21. BUT THE CONSUMER RESEARCH SAYS OTHERWISE.... Thursday, December 2, 2010
  22. Thursday, December 2, 2010
  23. ATTITUDES ≠ BEHAVIORS Thursday, December 2, 2010
  24. METACOGNITIVE ERROR Thursday, December 2, 2010
  25. “We know brand preferences usually aren’t rational,” he says, “and yet we still persist in trying to put rational messages into our advertising.” - Paul Feldwick METACOGNITIVE ERROR Thursday, December 2, 2010
  26. Thursday, December 2, 2010
  27. Thursday, December 2, 2010
  28. Thursday, December 2, 2010
  29. METACOGNITIVE ERROR Thursday, December 2, 2010
  30. Thursday, December 2, 2010
  31. “Somehow 30 seconds of entertaining nonsense leads to a situation where people not only choose this brand but will pay 35% more for it.” - Paul Feldwick Thursday, December 2, 2010
  32. Thursday, December 2, 2010
  33. WHAT EVERYONE ELSE SAYS CSR ADS SERVICE RETAIL BRAND STAFF WHO YOU ARE WHAT YOU DO RETAIL PR PRODUCT ABOUT YOU Thursday, December 2, 2010
  34. METACOGNITIVE ERROR Thursday, December 2, 2010
  35. Thursday, December 2, 2010
  36. EVOLUTION NEEDED TO STRATEGY: THE ROLE OF “ADVERTISING” PRE- DIGITAL USP BRANDS DIFFERENTIATION SELLING EXPERIENCE ENHANCEMENT Thursday, December 2, 2010
  37. “We know brand preferences usually aren’t rational,” he says, “and yet we still persist in trying to put rational messages into our advertising.” - Paul Feldwick METACOGNITIVE ERROR Thursday, December 2, 2010
  38. DIGITAL IS DIFFERENT THE WORLD IS DIGITALDIFFERENT Thursday, December 2, 2010
  39. 39 Thursday, December 2, 2010
  40. s but on “Our focus should be not on emerging technologie of emerging cultural prac tices.” – Henry Jenkins, Professor nvergence Culture:When Old Compara tive Media, MIT and author of Co and New Media Collide! Thursday, December 2, 2010
  41. Thursday, December 2, 2010
  42. ` Thursday, December 2, 2010
  43. FROM VIEWING... Thursday, December 2, 2010
  44. TO DOING Thursday, December 2, 2010
  45. PASSIVE Thursday, December 2, 2010
  46. ACTIVE Thursday, December 2, 2010
  47. GAPS IN THE PROCESS GIVE PEOPLE A ROLE Thursday, December 2, 2010
  48. Thursday, December 2, 2010
  49. 49 Thursday, December 2, 2010
  50. Source: http://www.slideshare.net/adliterate/media-fragmentation Thursday, December 2, 2010
  51. MEDIA PLANNING Knowing how to reach the consumer > CONTEXT ACCOUNT PLANNING Understanding the consumer > CONTENT Thursday, December 2, 2010
  52. DEF UH NISH UN: COMMUNICATION PLANNING A strategic function that develops investment plans for brands, taking into consideration all channels, including advertising, PR, direct, retail – everything communicates - with the focus on developing ideas that connect brands to people in powerful ways that generate a financial return Thursday, December 2, 2010
  53. EVERY NEW CHANNEL CHANGES THE ENTIRE SYSTEM Thursday, December 2, 2010
  54. Thursday, December 2, 2010
  55. INFLUENCER ENGAGEMENT + CONTENT @ ENGAGE RETWEET LEAD GENERATION, SYNDICATION FOLLOW SALES Twitter Account BLOG Individual Twitter Accounts Social Media Engagement Content launch Email Solicit input from crowd BLOG Individual Content Streams kiittens.com PROMOTIONAL EVENTS BLOG ULTIMATE DRIVING EVENTS Explore the Active E Car BLOG Recruitment Ads and Facebook Granular Outreach to find the Application / TAB City Data Viz 6 Electronaut Recruits Facebook Engagement Ads BLOG Realtime Data Visualization Facebook Data Application Social Impressions SOCIAL Advertising Using Live Data SYNDICATION Mobile Application Thursday, December 2, 2010
  56. Thursday, December 2, 2010
  57. FROM IDEAS THAT ARE CONTENT TO IDEAS THAT CREATE CONTENT Thursday, December 2, 2010
  58. BUT...CONTENT IS NO LONGER ENOUGH Thursday, December 2, 2010
  59. NEW MARKETING IS SOLVING BRAND PROBLEMS BY SOLVING CONSUMER PROBLEMS Thursday, December 2, 2010
  60. PROBLEMS: BRAND + CONSUMER “The greatest challenge to any thinker is stating the problem in a way that will allow a solution” George Bernard Shaw INSIGHT AND PARTICIPANTS DESIRED BRAND ACTION WHERE SHOULD THAT HAPPEN PARTICIPANT ROLE DESIRED CONSUMER BEHAVIOR Thursday, December 2, 2010
  61. WHAT BRAND PROBLEM ARE WE SOLVING? WHAT CUSTOMER PROBLEM ARE WE SOLVING? WHO ARE THE PARTICIPANTS & WHO ARE THE PASSIVES? WHAT DO PARTICIPANTS DO AND SAY? WHAT DOES THE BRAND WANT TO DO FOR PEOPLE? WHERE DOES THAT HAPPEN? HOW CAN THEY PARTICIPATE? WHAT DO WE WANT THEM TO DO? Thursday, December 2, 2010
  62. DO SOMETHING FOR PEOPLE Thursday, December 2, 2010
  63. DO SOMETHING TELL PEOPLE ABOUT IT Thursday, December 2, 2010
  64. Thursday, December 2, 2010
  65. Thursday, December 2, 2010
  66. Thursday, December 2, 2010
  67. Thursday, December 2, 2010
  68. Thursday, December 2, 2010
  69. DO SOMETHING TELL PEOPLE ABOUT IT Thursday, December 2, 2010
  70. PEOPLE SOCIAL & PARTICIPATORY BRANDS BEHAVIORAL TEMPLATES STRATEGY HOW TO CREATE VALUE BRIEFS ACTIONS + CHANNELS SYSTEMS ARCHITECTURE Thursday, December 2, 2010
  71. Thursday, December 2, 2010
  72. fyakob@mdc-partners.com farisyakob.com @faris Thursday, December 2, 2010
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Faris Yakob, Chief Innovation Officer for MDC Partners will inspire us all with thoughts on how strategy has to evolve if it's to inform work that's interactive, shareable, and participatory.

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