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.
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
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
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
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
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
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
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
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
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