MDW NY | Faris Yakob_Strategy for the Post-Digital Age

WE’VE BEEN WRONG ALL ALONGThursday, December 2, 2010

ORThursday, December 2, 2010

PERSISTENT METACOGNITIVE ERRORS INADVERTISINGThursday, December 2, 2010

AND HOW“DIGITAL” MAKES IT BETTERThursday, December 2, 2010

Thursday, December 2, 2010

BEFORE> <NOW Digital Ninja // Chief Innovation Ofﬁcer Naked Communications MDC/kbs+p Founding Spy EVP Chief Technology Strategist // Spies & Assassins McCann Erickson NYThursday, 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 objectivesThursday, December 2, 2010

"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

agency ACCOUNT REATIVE PLANNING C PRODUC TIONThursday, December 2, 2010

"the best new business tool ever invented"Thursday, December 2, 2010

TELL PEOPLE ABOUT ITThursday, December 2, 2010

GARETH’S SLIDEThursday, December 2, 2010

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

ATTITUDES ≠ BEHAVIORSThursday, December 2, 2010

METACOGNITIVE ERRORThursday, December 2, 2010

“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 ERRORThursday, December 2, 2010

“Somehow 30 seconds of entertaining nonsenseleads to a situation where people not only choosethis brand but will pay 35% more for it.”- Paul FeldwickThursday, December 2, 2010

WHAT EVERYONE ELSE SAYS CSR ADS SERVICE RETAIL BRAND STAFF WHO YOU ARE WHAT YOU DO RETAIL PR PRODUCT ABOUT YOUThursday, December 2, 2010

EVOLUTION NEEDED TO STRATEGY: THE ROLE OF “ADVERTISING” PRE- DIGITAL USP BRANDS DIFFERENTIATION SELLING EXPERIENCE ENHANCEMENTThursday, December 2, 2010

“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 ERRORThursday, December 2, 2010

DIGITAL IS DIFFERENT THE WORLD IS DIGITALDIFFERENTThursday, December 2, 2010

39Thursday, December 2, 2010

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

`Thursday, December 2, 2010

FROM VIEWING...Thursday, December 2, 2010

TO DOINGThursday, December 2, 2010

PASSIVEThursday, December 2, 2010

ACTIVEThursday, December 2, 2010

GAPS IN THE PROCESS GIVE PEOPLE A ROLEThursday, December 2, 2010

49Thursday, December 2, 2010

Source: http://www.slideshare.net/adliterate/media-fragmentationThursday, December 2, 2010

MEDIA PLANNING Knowing how to reach the consumer > CONTEXTACCOUNT PLANNINGUnderstanding the consumer> CONTENTThursday, December 2, 2010

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 returnThursday, December 2, 2010

EVERY NEW CHANNEL CHANGES THE ENTIRE SYSTEMThursday, December 2, 2010

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 ApplicationThursday, December 2, 2010

FROM IDEAS THAT ARE CONTENT TO IDEAS THAT CREATE CONTENTThursday, December 2, 2010

BUT...CONTENT IS NO LONGER ENOUGHThursday, December 2, 2010

NEW MARKETING IS SOLVING BRAND PROBLEMS BY SOLVING CONSUMER PROBLEMSThursday, December 2, 2010

PROBLEMS: BRAND + CONSUMER “The greatest challenge to any thinker is stating the problem in a way that will allow a solution” George Bernard ShawINSIGHT AND PARTICIPANTSDESIRED BRAND ACTIONWHERE SHOULD THAT HAPPENPARTICIPANT ROLEDESIRED CONSUMER BEHAVIORThursday, December 2, 2010

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

DO SOMETHING FOR PEOPLEThursday, December 2, 2010

DO SOMETHING TELL PEOPLE ABOUT ITThursday, December 2, 2010

PEOPLE SOCIAL & PARTICIPATORY BRANDS BEHAVIORAL TEMPLATES STRATEGY HOW TO CREATE VALUE BRIEFS ACTIONS + CHANNELS SYSTEMS ARCHITECTUREThursday, December 2, 2010

fyakob@mdc-partners.com farisyakob.com @farisThursday, December 2, 2010

MDW NY | Faris Yakob_Strategy for the Post-Digital Age

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MDW NY | Faris Yakob_Strategy for the Post-Digital Age