Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
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...
Upcoming SlideShare
Loading in …5
×

of

MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 1 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 2 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 3 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 4 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 5 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 6 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 7 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 8 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 9 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 10 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 11 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 12 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 13 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 14 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 15 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 16 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 17 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 18 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 19 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 20 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 21 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 22 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 23 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 24 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 25 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 26 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 27 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 28 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 29 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 30 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 31 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 32 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 33 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 34 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 35 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 36 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 37 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 38 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 39 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 40 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 41 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 42 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 43 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 44 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 45 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 46 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 47 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 48 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 49 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 50 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 51 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 52 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 53 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 54 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 55 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 56 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 57 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 58 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 59 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 60 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 61 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 62 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 63 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 64 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 65 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 66 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 67 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 68 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 69 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 70 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 71 MDW NY | Faris Yakob_Strategy for the Post-Digital Age Slide 72
Upcoming SlideShare
Oracle Sql Tuning
Next
Download to read offline and view in fullscreen.
Business
Dec. 03, 2010
67,824 views

185 Likes

Share

Download to read offline

MDW NY | Faris Yakob_Strategy for the Post-Digital Age

Download to read offline

Business
Dec. 03, 2010
67,824 views

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.

Recommended

Related Books

Free with a 30 day trial from Scribd

See all
Authentic: A Memoir by the Founder of Vans Louise Maclellan
(4.5/5)
Free
Believe IT: How to Go from Underestimated to Unstoppable Jamie Kern Lima
(4.5/5)
Free
Blue-Collar Cash: Love Your Work, Secure Your Future, and Find Happiness for Life Ken Rusk
(0/5)
Free
How I Built This: The Unexpected Paths to Success from the World's Most Inspiring Entrepreneurs Guy Raz
(4.5/5)
Free
Driven: The Race to Create the Autonomous Car Alex Davies
(0/5)
Free
Made in China: A Prisoner, an SOS Letter, and the Hidden Cost of America's Cheap Goods Amelia Pang
(4/5)
Free
Hot Seat: What I Learned Leading a Great American Company Jeff Immelt
(5/5)
Free
Ladies Get Paid: The Ultimate Guide to Breaking Barriers, Owning Your Worth, and Taking Command of Your Career Claire Wasserman
(5/5)
Free
The Ministry of Common Sense: How to Eliminate Bureaucratic Red Tape, Bad Excuses, and Corporate BS Martin Lindstrom
(3.5/5)
Free
What It Takes: Lessons in the Pursuit of Excellence Stephen A. Schwarzman
(4.5/5)
Free
The Catalyst: How to Change Anyone's Mind Jonah Berger
(4.5/5)
Free
Make Your Moment: The Savvy Woman’s Communication Playbook for Getting the Success You Want: The Savvy Woman’s Communication Playbook for Getting the Success You Want Dion Lim
(3.5/5)
Free
Ask for More: 10 Questions to Negotiate Anything Alexandra Carter
(4/5)
Free
Shut Up and Listen!: Hard Business Truths that Will Help You Succeed Tilman Fertitta
(4.5/5)
Free
Bezonomics: How Amazon Is Changing Our Lives and What the World's Best Companies Are Learning from It Brian Dumaine
(4.5/5)
Free
Your Turn: Careers, Kids, and Comebacks--A Working Mother's Guide Jennifer Gefsky
(0/5)
Free

Related Audiobooks

Free with a 30 day trial from Scribd

See all
End of Bias, The: A Beginning: The Science and Practice of Overcoming Unconscious Bias Jessica Nordell
(3/5)
Free
Twelve and a Half: Leveraging the Emotional Ingredients Necessary for Business Success Gary Vaynerchuk
(0/5)
Free
Crypto Economy: How Blockchain, Cryptocurrency, and Token-Economy Are Disrupting the Financial World Aries Wang
(4.5/5)
Free
Subtract: The Untapped Science of Less Leidy Klotz
(4/5)
Free
The Debt Trap: How Student Loans Became a National Catastrophe Josh Mitchell
(4.5/5)
Free
Where You Are Is Not Who You Are: A Memoir Ursula Burns
(4.5/5)
Free
The One Week Marketing Plan: The Set It & Forget It Approach for Quickly Growing Your Business Mark Satterfield
(5/5)
Free
Impact Players: How to Take the Lead, Play Bigger, and Multiply Your Impact Liz Wiseman
(5/5)
Free
Larger Than Yourself: Reimagine Industries, Lead with Purpose & Grow Ideas into Movements Thibault Manekin
(5/5)
Free
The Way We Work: On the Job in Hollywood Bruce Ferber
(4.5/5)
Free
Hustle Harder, Hustle Smarter: Untitled Curtis "50 Cent" Jackson
(5/5)
Free
Liftoff: Elon Musk and the Desperate Early Days That Launched SpaceX Eric Berger
(5/5)
Free
Flex: Reinventing Work for a Smarter, Happier Life Annie Auerbach
(4.5/5)
Free
Everybody Has a Podcast (Except You): A How-To Guide from the First Family of Podcasting Justin McElroy
(5/5)
Free
Just Work: How to Root Out Bias, Prejudice, and Bullying to Build a Kick-Ass Culture of Inclusivity Kimberly Scott
(3.5/5)
Free
Fulfillment: Winning and Losing in One-Click America Alec MacGillis
(4.5/5)
Free
Show More

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

  • TiffanyMiller69

    Nov. 25, 2021

  • MohamedAbdelaalAhmed

    Jul. 1, 2019

  • SergioRomijn1

    Mar. 9, 2018

  • DavidTranRMIT

    Feb. 16, 2018

  • medquito

    Jul. 11, 2017

  • birgitvernunft

    Jul. 21, 2015

  • ejsheehan

    Jul. 19, 2014

  • franklinbarbosa

    May. 26, 2014

  • kimmears

    Apr. 25, 2014

  • jonnoseidler

    Apr. 17, 2014

  • benitoplaya

    Apr. 17, 2014

  • ereavey

    Jan. 8, 2014

  • watersxu

    Oct. 21, 2013

  • paocdh

    Jul. 12, 2013

  • s1979k

    Jun. 24, 2013

  • fking

    Jun. 12, 2013

  • philgalland

    May. 10, 2013

  • brandjoe

    May. 7, 2013

  • lowetion

    Apr. 27, 2013

  • KimQuan1

    Feb. 11, 2013

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.

Views

Total views

67,824

On Slideshare

0

From embeds

0

Number of embeds

10,922

Actions

Downloads

1,686

Shares

0

Comments

0

Likes

185

×