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MDW NY | Faris Yakob_Strategy for the Post-Digital Age
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.
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.
I used to sell strategy
Strategy is making informed decisions about how to achieve predetermined objectives Thursday, 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
“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
“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
EVOLUTION NEEDED TO STRATEGY: THE
ROLE OF “ADVERTISING” PRE- DIGITAL USP BRANDS DIFFERENTIATION SELLING EXPERIENCE ENHANCEMENT Thursday, 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 ERROR Thursday, 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
MEDIA PLANNING Knowing how to
reach the consumer > CONTEXT ACCOUNT PLANNING Understanding the consumer > CONTENT Thursday, 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 return Thursday, 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 Application Thursday, 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 Shaw INSIGHT AND PARTICIPANTS DESIRED BRAND ACTION WHERE SHOULD THAT HAPPEN PARTICIPANT ROLE DESIRED CONSUMER BEHAVIOR Thursday, 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
PEOPLE SOCIAL & PARTICIPATORY BRANDS
BEHAVIORAL TEMPLATES STRATEGY HOW TO CREATE VALUE BRIEFS ACTIONS + CHANNELS SYSTEMS ARCHITECTURE Thursday, December 2, 2010