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Planning Needs Some Planning. Gareth Kay Head of Planning, Modernista! Conferência de Planejamento do GP 2008
 
My contention: Advertising, primarily due to the failure of planning, is complacently coasting into irrelevance.  We need to fix it.  Quickly.
 
Controlled friction. Creative Account person  Planner
Controlled friction. Make the advertising good Make the advertising happen  Make the advertising work
More often than not, it isn’t. ,[object Object],[object Object],[object Object],[object Object],[object Object],Sources:  Andrew Ehrenberg; Copernicus Consulting; McKinsey
“ I’m just surprised no-one’s thought of a better idea yet.” Stephen King on Planning  at Planning’s 30 th  Birthday, 1998
It’s time to  be radical.
3 big problems.
1.  We’re operating in the wrong business.
Consumer. Brand. Business.
Culture.
 
 
The most interesting people and things are multi-faceted, full of depth and nuance.
 
2.  Lost in translation.
 
A brand is a business’ social manifestation. ,[object Object],[object Object],[object Object]
 
 
3.  The pursuit of  the wrong objectives.
The usual objectives are wrong. ,[object Object],[object Object],[object Object],Source:  Andrew Ehrenberg
It’s energy that matters. The active or moving force of a brand A leading indicator of usage and preference Justifies a higher price  Adds an incremental 64% to brand value than sales growth alone  Source:  Y&R Brand Asset Valuator
Source: “The Brand Bubble”, John Gerzema
Energy drives conversations. A fourfold increase  in conversation drives double the revenue. Source:  London School of Economics 2007.
This means planning for a different outcome. ,[object Object]
Have a social mission, not just  a commercial proposition.
“ Like any company we require a profit to stay in business. But it is not the reason we are in business. The thing that has not changed from day one is the desire to make people think about the world  we live in.  This is, and always will be,  why we are in business.”
 
 
 
Photo: Andrew Hovells  (aka Northern Planner)
Photo: Andrew Hovells  (aka Northern Planner)
It’s not about social media. It’s about social ideas  and unsocial ideas.
[object Object],[object Object],This means planning for a different outcome.
“ Nobody reads advertising.  People read what they want to read and sometimes it's an ad .” Howard Gossage “ Often our biggest mistake as managers is believing that, in general, customers care  a lot about your brand.  They do not.” Patrick Barwise
 
 
[object Object],[object Object],[object Object],This means planning for a different outcome.
 
[object Object],[object Object],[object Object],[object Object],This means planning for a different outcome.
 
 
Stop making a thing,  start creating a puzzle
 
 
[object Object],[object Object],[object Object],[object Object],[object Object],This means planning for a different outcome.
 
 
 
 
[object Object],[object Object],[object Object],[object Object],[object Object],This means planning for a different outcome.
Coherency not consistency. Provide an uplifting experience that enriches people’s lives  Source: John Grant, ‘The Brand Innovation Manifesto’ language, eg ‘skinny’ specials eg  frappucino  habits formation  range and options  ordering system starbucks company barista culture ‘ my sister’ book africa 05 social responsibility used grounds for gardeners fair trade coffee cause publicity in store sofas and ambience hearmusic Xm burn your own cd music cd in store performance and art book  reading starbucks salon akelah and  the bee
It’s about understanding distributed identity. Organize the  world’s information  and make it  universally  accessible and  useful. Google  Search Google  411 Google  Docs Google labs Google Shopping Google  Scholar Google  Books Google Maps Google  sketch Google.Org Fossil fuel  Challenge Youtube Chrome  Browser Blogspot
“ Any idea is dangerous if it’s a person’s only idea”* ,[object Object],[object Object],[object Object],*  George Will’s take on the American idea, Atlantic Monthly, November 2007
DO. Learn.
The only big idea is not  to forget the little ones along the way.
High frequency.  Low value.  Semi-unpredictable rewards.
 
Thank you Ed and Influx Insights for spotting this
 
 
This could be the most exciting time to be a planner and to be in this industry. Let’s seize it.
The future of advertising isn’t messaging. It’s in ideas that solve business problems in a culturally positive way.
Obrigado http://www.garethkay.com http://www.modernista.com

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Planning Needs a New Approach

  • 1. Planning Needs Some Planning. Gareth Kay Head of Planning, Modernista! Conferência de Planejamento do GP 2008
  • 2.  
  • 3. My contention: Advertising, primarily due to the failure of planning, is complacently coasting into irrelevance. We need to fix it. Quickly.
  • 4.  
  • 5. Controlled friction. Creative Account person Planner
  • 6. Controlled friction. Make the advertising good Make the advertising happen Make the advertising work
  • 7.
  • 8. “ I’m just surprised no-one’s thought of a better idea yet.” Stephen King on Planning at Planning’s 30 th Birthday, 1998
  • 9. It’s time to be radical.
  • 11. 1. We’re operating in the wrong business.
  • 14.  
  • 15.  
  • 16. The most interesting people and things are multi-faceted, full of depth and nuance.
  • 17.  
  • 18. 2. Lost in translation.
  • 19.  
  • 20.
  • 21.  
  • 22.  
  • 23. 3. The pursuit of the wrong objectives.
  • 24.
  • 25. It’s energy that matters. The active or moving force of a brand A leading indicator of usage and preference Justifies a higher price Adds an incremental 64% to brand value than sales growth alone Source: Y&R Brand Asset Valuator
  • 26. Source: “The Brand Bubble”, John Gerzema
  • 27. Energy drives conversations. A fourfold increase in conversation drives double the revenue. Source: London School of Economics 2007.
  • 28.
  • 29. Have a social mission, not just a commercial proposition.
  • 30. “ Like any company we require a profit to stay in business. But it is not the reason we are in business. The thing that has not changed from day one is the desire to make people think about the world we live in. This is, and always will be, why we are in business.”
  • 31.  
  • 32.  
  • 33.  
  • 34. Photo: Andrew Hovells (aka Northern Planner)
  • 35. Photo: Andrew Hovells (aka Northern Planner)
  • 36. It’s not about social media. It’s about social ideas and unsocial ideas.
  • 37.
  • 38. “ Nobody reads advertising. People read what they want to read and sometimes it's an ad .” Howard Gossage “ Often our biggest mistake as managers is believing that, in general, customers care a lot about your brand. They do not.” Patrick Barwise
  • 39.  
  • 40.  
  • 41.
  • 42.  
  • 43.
  • 44.  
  • 45.  
  • 46. Stop making a thing, start creating a puzzle
  • 47.  
  • 48.  
  • 49.
  • 50.  
  • 51.  
  • 52.  
  • 53.  
  • 54.
  • 55. Coherency not consistency. Provide an uplifting experience that enriches people’s lives Source: John Grant, ‘The Brand Innovation Manifesto’ language, eg ‘skinny’ specials eg frappucino habits formation range and options ordering system starbucks company barista culture ‘ my sister’ book africa 05 social responsibility used grounds for gardeners fair trade coffee cause publicity in store sofas and ambience hearmusic Xm burn your own cd music cd in store performance and art book reading starbucks salon akelah and the bee
  • 56. It’s about understanding distributed identity. Organize the world’s information and make it universally accessible and useful. Google Search Google 411 Google Docs Google labs Google Shopping Google Scholar Google Books Google Maps Google sketch Google.Org Fossil fuel Challenge Youtube Chrome Browser Blogspot
  • 57.
  • 59. The only big idea is not to forget the little ones along the way.
  • 60. High frequency. Low value. Semi-unpredictable rewards.
  • 61.  
  • 62. Thank you Ed and Influx Insights for spotting this
  • 63.  
  • 64.  
  • 65. This could be the most exciting time to be a planner and to be in this industry. Let’s seize it.
  • 66. The future of advertising isn’t messaging. It’s in ideas that solve business problems in a culturally positive way.