A long time ago in a galaxy far,
far away…
I am
my area of expertise is

planning
creative planners’

this is playground
Identify the consumers of most interest
and profile them…

User

new

same

New to brand

Uber Users
Needs

Virgins

…Audi...
IA
&

UX

seamless

information flow
The

“target”
goes

hybrid

online-offline
consumption
Courtesy of Adaptive Path
The

“target”
goes

multi
sensorial
Courtesy of Adaptive Path
The

“target”
is

shaping

his own
comms

ecosystem
Courtesy of Adaptive Path
organic,

liquid,

metamorphic
more than

great experience
Getting the story through
Getting the story through

we need joint forces

creative

story

deployment
comms
rigor
UX/IA

flow
We need a new breed of

Able to provide a

Planning
Jedi
CLEAR UNIFYING

VISION
Planning
Jedi
Able to undestand “…brief & inspire creative
teams, media buying teams and

dev. teams upon delivering

BRAN...
Planning
Jedi
Able to undestand

“how the stimulus of a TV ad
interacts
with
the
[digital]
programming around it, the situ...
Pls, welcome

the
a master of the three main communication disciplines

that’s a real JEDI
A new breed of planner is needed: the Planning Jedi
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A new breed of planner is needed: the Planning Jedi

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thoughts on the future of planning

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A new breed of planner is needed: the Planning Jedi

  1. 1. A long time ago in a galaxy far, far away…
  2. 2. I am my area of expertise is planning
  3. 3. creative planners’ this is playground
  4. 4. Identify the consumers of most interest and profile them… User new same New to brand Uber Users Needs Virgins …Audit their entire decision making process and identify critical touchpoints ‘Hey, look at this…” “I think I need…” New Uses new Determine channels to deliver communication task Translate desired response into communication task Educate, Share, Advocate Paid Earned Owned. Media Confirm, Believe, Surprise Reward, Reveal, Encourage …Determine the critical stages where recruitment/attrition …Define and describe the desired response necessary factors are occurring across the purchase journey … to achieve recruitment/prevent attrition by critical stage ‘That sounds interesting’ ‘Now I’ve heard of you’ ‘I made the right choice’ ‘What a good idea’ ‘You never guess what’ ‘Really’ ‘I want to be involved’ ‘That’s great for us’ customer connection …Identify the most important recruitment/attrition factors and reasons… this iscomms. planners’ thing
  5. 5. IA & UX seamless information flow
  6. 6. The “target” goes hybrid online-offline consumption Courtesy of Adaptive Path
  7. 7. The “target” goes multi sensorial Courtesy of Adaptive Path
  8. 8. The “target” is shaping his own comms ecosystem Courtesy of Adaptive Path
  9. 9. organic, liquid, metamorphic
  10. 10. more than great experience
  11. 11. Getting the story through
  12. 12. Getting the story through we need joint forces creative story deployment comms rigor UX/IA flow
  13. 13. We need a new breed of Able to provide a Planning Jedi CLEAR UNIFYING VISION
  14. 14. Planning Jedi Able to undestand “…brief & inspire creative teams, media buying teams and dev. teams upon delivering BRAND EXPERIENCES
  15. 15. Planning Jedi Able to undestand “how the stimulus of a TV ad interacts with the [digital] programming around it, the situation in which it's seen, and the psychological state of the viewer” Nick Hirst associate planning director @Dare
  16. 16. Pls, welcome the a master of the three main communication disciplines that’s a real JEDI

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