The Ad StratCrash Course
What isadvertising
It is not rocketscience
It is notfine art
It is notwhat yousee on TV
Advertiser
It is about…IssuesWhat really matters?
It is about…Issues        InsightsWhat really   Why it really matters?      matters?
It is about…Issues        Insights        IdeasWhat really   Why it really   How do we matters       matters?        make ...
Issues
What isstrategy
“The essence of strategy ischoosing to perform activities    differently than rivals do”                - Michael Porter
There is no shortage ofgreat strategy tools….
… but the tools are not thestrategy.
Destination Purpose               Where do we want to go?        The              Direction Path      Basic        How do ...
But before all of that       comes StrategicPerspective
Are we seeing the big picture?
Strategic                The Strategic MindField   PerspectiveUltimately, you choose the             Past   NOW   The Futu...
We see the world not as it is     but as we are…
We are often trapped by the      tyranny of now             NOWbut urgent   ≠ important…
The big picture includes the       dimension of time Past             NOW            The FutureAppreciate and          … t...
We are often too caughtME     up with ourselves       but we   ≠ world…
Context       Context really matters          It is easy to miss out on the larger forces              and circumstances t...
Context   Amplify the impact of what you                     Control          Realizing how what you control impacts      ...
What aresomequestionsthat reallymatter
Whatbusinessare we                     Past   NOW   The Futurereally in?       Context Looking at issues in the    ME here...
Starbucks is not actually in the coffee business
Starbucks is in theThird Space Business
Pathways is a foundation thathelps underprivilegedstudents transition intouniversity.They thought they were inthe business...
Pathways realized thatthey are actually in thebusiness of creating thenext generation ofleaders.If you want to help make a...
What business do you think you are in?
We are in the business of Persuasion
What isreally                       Past   NOW   The Futuregoing on?                   Context Discovering the            ...
The Broken Window Theory waspopularized as the basis for the end ofNew York City’s crime wave…
Deeper analysis revealed that the realdriver was Roe vs. Wade. Less unwantedbabies= less future criminals.
Insights
How do I getan insight
Sometimes you find yourself staring at a blank page…
But nature abhors a vacuum and smart people, such as yourself  hate not having any answers, so…. how about this or that or...
Take a step back& distill yourthoughtsFocus on whatreally matters
Art              ScienceThe                 TheInsight          Numberthat really   that makes youmatters          stop& t...
Art              ScienceThe                 TheInsight          Numberthat really   that makes youmatters          stop& t...
Art              ScienceThe                 TheInsight          Numberthat really   that makes youmatters          stop& t...
Insight                                   Understanding                            Knowledge                    Organizati...
Seeing and   understanding the inner natureof things clearly…
Capture relevant data ...Cluster data to information...  Connect info into knowledge…   Craft initial insights…           ...
Observationsanswer what…Insightsanswer WHY… … Insight that matters
You may never really knowwhy, but you always have tokeep trying….
Explore different insight platforms                 Consumer    Competitive   RELEVANCE      Insight      Insight         ...
Does it answer why?               Does it reveal a  Insight    compelling truth?Checklist                Do you have full ...
Ideas
How do Ibuild agreat idea
More young women           … because they Consumer              are smoking than         worry more about    Consumer     ...
Airlines are pushing      … because higher Category                                                     Competitive       ...
EA Sports is a          … because EA isn’t  Client                                                         Client         ...
Youths (18 to 24)       … because they want  Context     are 2x more likely to       more than to be                      ...
Does it do the job?    Idea    Does it stand out?Checklist              Does it stretch?            How can we make       ...
What doessuccess                       Past   NOW   The Futurelook like?                    ContextUnderstandingwhere you ...
Start with Why…
The Golden Circle                                         1. Why?                                         What belief do y...
17th Floor, Menara IGB,                    Mid Valley City,                    Lingkaran Syed Putra                    592...
Strategy 103 Advertising Strategy Crash Course (IACT
Strategy 103 Advertising Strategy Crash Course (IACT
Strategy 103 Advertising Strategy Crash Course (IACT
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Strategy 103 Advertising Strategy Crash Course (IACT

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A crash course on Advertising and Strategy shared with IACT. Uncovering the Issues that matter, discovering the Insights that make a difference and developing them into Ideas that that stand out.

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Strategy 103 Advertising Strategy Crash Course (IACT

  1. 1. The Ad StratCrash Course
  2. 2. What isadvertising
  3. 3. It is not rocketscience
  4. 4. It is notfine art
  5. 5. It is notwhat yousee on TV
  6. 6. Advertiser
  7. 7. It is about…IssuesWhat really matters?
  8. 8. It is about…Issues InsightsWhat really Why it really matters? matters?
  9. 9. It is about…Issues Insights IdeasWhat really Why it really How do we matters matters? make it matter?
  10. 10. Issues
  11. 11. What isstrategy
  12. 12. “The essence of strategy ischoosing to perform activities differently than rivals do” - Michael Porter
  13. 13. There is no shortage ofgreat strategy tools….
  14. 14. … but the tools are not thestrategy.
  15. 15. Destination Purpose Where do we want to go? The Direction Path Basic How do we get there?Elements of Strategy Differentiation Position What is unique about this? Decision Priorities What next? Programs Plans
  16. 16. But before all of that comes StrategicPerspective
  17. 17. Are we seeing the big picture?
  18. 18. Strategic The Strategic MindField PerspectiveUltimately, you choose the Past NOW The Future tools which will be bestfor the challenge at hand. Context This is a simplified mapof the big picture to work with those other tools. METhe Strategic Mindfield is a gentle reminder & Control trigger for asking the questions that really matter.
  19. 19. We see the world not as it is but as we are…
  20. 20. We are often trapped by the tyranny of now NOWbut urgent ≠ important…
  21. 21. The big picture includes the dimension of time Past NOW The FutureAppreciate and … to build a betterunderstand what bridge to wheregot us here… you want to go
  22. 22. We are often too caughtME up with ourselves but we ≠ world…
  23. 23. Context Context really matters It is easy to miss out on the larger forces and circumstances that impact us… The Universe Politics, Economics, Society, Technology Environment &Culture ME Consumers & Markets Direct & Indirect Competition/ Influencers Your Client (as an organization & eco-system) Your Client (as individuals) Your Company (as an organization & eco-system) Your Company (as individuals) Your Team (as a group & individuals)Control And it goes on…
  24. 24. Context Amplify the impact of what you Control Realizing how what you control impacts outwards, you expand your influence… Your Team (as a group & individuals) Your Company (as individuals) ME Your Company (as an organization & eco-system) Your Client (as individuals) Your Client (as an organization & eco-system) Direct & Indirect Competition/ Influencers Consumers & Markets Environment &Culture Politics, Economics, Society, TechnologyControl And it goes on…
  25. 25. What aresomequestionsthat reallymatter
  26. 26. Whatbusinessare we Past NOW The Futurereally in? Context Looking at issues in the ME here & now… Control
  27. 27. Starbucks is not actually in the coffee business
  28. 28. Starbucks is in theThird Space Business
  29. 29. Pathways is a foundation thathelps underprivilegedstudents transition intouniversity.They thought they were inthe business of helpingpeople graduate…
  30. 30. Pathways realized thatthey are actually in thebusiness of creating thenext generation ofleaders.If you want to help make a difference…www.pathwaysphilippines.org
  31. 31. What business do you think you are in?
  32. 32. We are in the business of Persuasion
  33. 33. What isreally Past NOW The Futuregoing on? Context Discovering the ME variables that really matter… Control
  34. 34. The Broken Window Theory waspopularized as the basis for the end ofNew York City’s crime wave…
  35. 35. Deeper analysis revealed that the realdriver was Roe vs. Wade. Less unwantedbabies= less future criminals.
  36. 36. Insights
  37. 37. How do I getan insight
  38. 38. Sometimes you find yourself staring at a blank page…
  39. 39. But nature abhors a vacuum and smart people, such as yourself hate not having any answers, so…. how about this or that or he saidwe could try optimized high impact ad Sometimes you have too go viral culture next big thing Socia much information& she said client likes creative hate competitive edge the population o salesithinkmaybeiloveherdata indicate amncigaretteconsumer blue ocean soutnextmeetinghot button360 integratedlikeawardsustainableimpacttouchpoint manageuccessmetricscommunitynextbeachtripBoracakeholdersmeaningoflifegeniusdamnfungrynoAaaaaarrrrrggggggghhhhhh!!!
  40. 40. Take a step back& distill yourthoughtsFocus on whatreally matters
  41. 41. Art ScienceThe TheInsight Numberthat really that makes youmatters stop& think
  42. 42. Art ScienceThe TheInsight Numberthat really that makes youmatters stop& think
  43. 43. Art ScienceThe TheInsight Numberthat really that makes youmatters stop& think
  44. 44. Insight Understanding Knowledge Organization Information AnalysisData
  45. 45. Seeing and understanding the inner natureof things clearly…
  46. 46. Capture relevant data ...Cluster data to information... Connect info into knowledge… Craft initial insights… … Insight that matters
  47. 47. Observationsanswer what…Insightsanswer WHY… … Insight that matters
  48. 48. You may never really knowwhy, but you always have tokeep trying….
  49. 49. Explore different insight platforms Consumer Competitive RELEVANCE Insight Insight DIFFERENTIATION Strategic Idea Client ContextSUSTAINABILITY Insight Insight OPPORTUNITY
  50. 50. Does it answer why? Does it reveal a Insight compelling truth?Checklist Do you have full perspective? Does it inspire possibilities?
  51. 51. Ideas
  52. 52. How do Ibuild agreat idea
  53. 53. More young women … because they Consumer are smoking than worry more about Consumer ConsumerObservation ever before despite looking good than Insight Insight known health risks dying early Strategic Develop anti-smoking campaigns that appeal to Idea women’s vanity
  54. 54. Airlines are pushing … because higher Category Competitive ConsumerObservation free seat promos for flight yields secure Insight Insight individual travelers their profitability Strategic ‘Buy 3, 1 Free’ bundles on full-fare tickets to Idea nurture retention and encourage group travel
  55. 55. EA Sports is a … because EA isn’t Client Client ConsumerObservation leader in sports about gaming, it’s Insight Insight video gaming about ‘winning’ Strategic Don’t just put the player ‘in the game’ Idea put them in the middle of ‘the win’ Source: Heat Interactive
  56. 56. Youths (18 to 24) … because they want Context are 2x more likely to more than to be Context ConsumerObservation watch movies than entertained; they Insight Insight anyone else want to be together Strategic Transform cinema into a more intimate and social Idea experience, by putting it under the stars Images of Rooftop Films Events: Sarah Palmer (L), Andrew Frisicano (R)
  57. 57. Does it do the job? Idea Does it stand out?Checklist Does it stretch? How can we make it even better?
  58. 58. What doessuccess Past NOW The Futurelook like? ContextUnderstandingwhere you are,being clear about MEwhere you want tobe and how to get Controlthere…
  59. 59. Start with Why…
  60. 60. The Golden Circle 1. Why? What belief do you have and that consumers believe about themselves that will make them choose you? “ We believe that you are … and that …. ” Why 2. How? How can you make these possibilities real? How “So we…”. What 3. What? What do you have to offer to fulfill this promise?The Golden Circle is a communications 1. Our Productsmodel that is aligned with how we 2. Our Servicesarrive at our choices at a subliminal 3. Our Experiencesand neurological level.
  61. 61. 17th Floor, Menara IGB, Mid Valley City, Lingkaran Syed Putra 59200 Kuala Lumpur Malaysia Joseph.deLeon@draftfcb.com www.draftfcb.com www.draftfcb.com.mythank you http://tinyurl.com/StratCrash

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