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Genius Steals presents Planning Tools & Processes

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** To download a PDF, visit http://geniussteals.co/planning-tools **

Genius Steals is a strategy and innovation consultancy which helps brands, agencies, and rebels find the awesome at the intersection of new communication ideas, new product concepts, and new ways of thinking, especially about the impact of technology.

We returned to the WARC webinar stage for a two-part series on agency planning. This time around, we offered a bird's-eye view of the advertising industry and the perspective we have gained around frameworks that great agencies use to inform their thinking, briefs, and presentations.

Part two will follow in September on how to identify your and your agency's internal biases and work around them. Be sure to register at http://warc.com/webinars

These are slides that accompany a webinar developed for the World Advertising Research Council. For the full, recorded video presentation, visit Warc.com/webinars

Published in: Marketing

Genius Steals presents Planning Tools & Processes

  1. 1. 
 
 TheABCs[Account,Brand,Comms]
 ofPlanningToolsandProcesses
 
 presented by Genius/Steals 
 
 
 
 
 head on over to geniussteals.co/planning-tools LOOKING FOR THE PDF?
  2. 2. Genius/Steals @faris @faris @rosieyakob GENIUS steals
  3. 3. GeniusSteals.co #WARCWEBINAR hello, i’m faris! GENIUS/STEALS IS AN ITINERANT CONSULTANCY, HELPING COMPANIES SOLVE BUSINESS PROBLEMS USING CREATIVITY
  4. 4. GeniusSteals.co #WARCWEBINAR C POSITION: BORED BY ORTHODOXY
  5. 5. GeniusSteals.co #WARCWEBINAR AMBITION: A NEW COGNITIVE TOOLKIT FOR PLANNING AMBITION: A NEW COGNITIVE TOOLKIT FOR PLANNING
  6. 6. y BUILT FROM SCRAPS AND STRAWS "People build brands as birds build nests, from scraps and straws we chance upon.” JEREMY BULLMORE, Chairman, JWT
  7. 7. ABSTRACT> 10 MINS PHILOSOPHY> 5 MINS PROCESS> 10 MINS PRODUCTS> 20 MINS
  8. 8. abstract(an introduction)
  9. 9. GeniusSteals.co #WARCWEBINAR PHILOSOPHY INFORMS PROCESS PHILOSOPHY INFORMS PROCESS
  10. 10. GeniusSteals.co #WARCWEBINAR PROCESS INFORMS products
  11. 11. GeniusSteals.co #WARCWEBINAR PRODUCTS INSPIRE, SELL & EVALUATE CREATIVE IDEAS PORTER’S 5 FORCES Bargaining power of suppliers Bargaining power of buyers Threat of substitution Threat of new entrantsDegree of rivalry
  12. 12. GeniusSteals.co #WARCWEBINAR PLANNING IS AN APPROACH TO ADVERTISING WHICH INFORMS CREATIVE WORK WITH RIGOR TO MAXIMIZE EFFICACY
  13. 13. GeniusSteals.co #WARCWEBINAR PLANNING CONSISTS OF RESEARCH SYNTHESIS IMAGINATION EVALUATION PROBLEM DEFINITION Discover Define DEVELOP DELIVER CONVERGENTTHINKING CONVERGENTTHINKINGDIVERGENTTHINKING DIVERGENTTHINKING
  14. 14. GeniusSteals.co #WARCWEBINAR PLANNING ESTABLISHES BOUNDARIES NOT IT. IT.
  15. 15. GeniusSteals.co #WARCWEBINAR AND VECTORS
  16. 16. GeniusSteals.co #WARCWEBINAR to MODEL RELATIONSHIPS THIS IS MORE {x, y} THAN THIS
  17. 17. GeniusSteals.co #WARCWEBINAR and boundaries between COMPANY COMPETITOR BRAND TARGET CAUSE EFFECT
  18. 18. GeniusSteals.co #WARCWEBINAR TO EXPLORE OPPORTUNITIES
  19. 19. GeniusSteals.co #WARCWEBINAR INTERSECTIONS ARE RELATIONSHIPS WHALES SHARKS WHALESHARK REMIXED FROM STEPHENWILDISH.CO.UK [LOOK FOR INSIGHTS & INSPIRATION] FLOUR EGG MILK BATTER PASTA NOODLES PANCAKES!! INTERESTING RELEVANT BOTH
  20. 20. GeniusSteals.co #WARCWEBINAR HIGHBROW LOWBROW DESPICABLE BRILLIANT A MATRIX IS A TOOL THAT CREATES MAPS the GENIUS/STEALS APPROVAL MATRIX JEFF KOONS X LOUIS VITTON ALL DAY BREAKFAST AT McDONALDS RICK & MORTY DEAR EVAN HANSEN BREITBART GRU [BOUNDARIES + VECTORS = MATRIX]
  21. 21. GeniusSteals.co #WARCWEBINAR BOUNDARIES help to DEFINE ENTITIES SETS ABSTRACTIONS COMPANY, BRAND, PERSONA COMPETITIVE, TARGET AUDIENCE VALUES, CONSUMER NEEDS
  22. 22. GeniusSteals.co #WARCWEBINAR VECTORS DEFINE abstractions AND amounts [time, $] [ease, modernity]
  23. 23. GeniusSteals.co #WARCWEBINAR GAPS EXPOSE OPPORTUNITIES
  24. 24. GeniusSteals.co #WARCWEBINAR BOUNDARIES and VECTORS MODEL cause and effect
  25. 25. PLANNING PHILOSOPHIES(beliefs inform behaviors)
  26. 26. GeniusSteals.co #WARCWEBINAR consumer behavior is the primary wellspring of insight
  27. 27. GeniusSteals.co #WARCWEBINAR BECAUSE THE DEFAULT MODEL IS AIDA: attention interest desire action COGNITIVE STAGE AFFECTIVE STAGE BEHAVIOR STAGE
  28. 28. GeniusSteals.co #WARCWEBINAR Which CREATES THE MARKETING FUNNEL ] BRAND [ATTITUDINAL] METRICS ENGAGEMENT METRICS & SALES AWARENESS INTEREST DESIRE ACTION (RETENTION) ]
  29. 29. GeniusSteals.co #WARCWEBINAR IT evolved from jane newman:
  30. 30. GeniusSteals.co #WARCWEBINAR TWBA: principles of disruption
  31. 31. GeniusSteals.co #WARCWEBINAR ogilvy: the big ideal
  32. 32. GeniusSteals.co #WARCWEBINAR naked: truths
  33. 33. GeniusSteals.co #WARCWEBINAR FOGG BEHAVIORAL CHANGE MODEL http://www.behaviormodel.org/
  34. 34. GeniusSteals.co #WARCWEBINAR ACTION ADVERTISING helps us understand where to focus efforts:motivation ease BEHAVIORAL PROPENSITY (LIKELIHOOD OF PERFORMING DESIRED BEHAVIOR) FACILITATE ABILITY & OPPORTUNITY FACILITATE ABILITY & OPPORTUNITY use social norms & individual incentives use social norms & individual incentives
  35. 35. GeniusSteals.co #WARCWEBINAR IMPACT OF VARIANCE IN AGENCY PHILOSOPHY FALLS Disproportionally on the primary insight source
  36. 36. GeniusSteals.co #WARCWEBINAR CLASSIC PLANNING DISRUPTION CULTURAL STRATEGY ACTION ADVERTISING DESIRED BEHAVIOR CONSUMER CATEGORY CONVENTIONS TENSION primary insight source INFORMS THE TYPE OF PLANNING
  37. 37. GeniusSteals.co #WARCWEBINAR right, so — to recap what we’ve learned so far: • Philosophy informs process; Process informs products • All models are wrong, but some are useful • The utility of any model is dependent on the problem at hand • Charts help explain complex relationships and information • Critical thinking is required
  38. 38. PLANNING PROCESSES (WHAT HAPPENS WHEN AND WHY)
  39. 39. GeniusSteals.co #WARCWEBINAR PLANNING GUIDES THE PROCESS http://www.apg.org.uk/single-post/2001/04/02/What-is-Account-Planning-and-what-do-account-planners-do-exactly
  40. 40. GeniusSteals.co #WARCWEBINAR JWT: their 1st planning process
  41. 41. GeniusSteals.co #WARCWEBINAR SMILE, there’s a feedback loop PROBLEM RESEARCH STRATEGY IDEAS EXECUTION EVALUATION
  42. 42. GeniusSteals.co #WARCWEBINAR INPUTS AND OUTPUTS BRAND& AUDIT& BUSINESS& ANALYSIS& PR& Ac0on& Content& Advert& Direct&Design& CLIENT& BRIEFING& CONSUMER& ENGAGEMENT& PRE@AUDIT& IDEA% PR& Ac0on& Content& Advert& Direct&Design& CHANNEL& BRIEFING& COLLABORATION& CO@ORDINATION& CONNECTIONS& POST@AUDIT& IDEA& PR& Content& Advert& Direct& Design& Ac0on& By&channel&what& are&the&ac0ons/& behaviors/&thoughts& that&we&want&to& elicit&What&is&the& corresponding& message&and&ac0on& impera0ves& CONSUMER& ENGAGEMENT& STRATEGY&
  43. 43. GeniusSteals.co #WARCWEBINAR pollard’s planning process mark pollard
  44. 44. GeniusSteals.co #WARCWEBINAR generic planning process New Insight New Insight ad subculture
  45. 45. GeniusSteals.co #WARCWEBINAR genius steals: boat ;) kick off having a bit of a look around having a bit of a think workshop initial insights and ideas with you recommendations Spend a day diving into the details, then go for drinks Strategic development; ideation; concept development Desk and qualitative research Share what we’ve found; Explore territories Final Recommendations; Creative Brief
  46. 46. GeniusSteals.co #WARCWEBINAR THE O.O.D.A. LOOP
  47. 47. GeniusSteals.co #WARCWEBINAR a Strategic and Creative Planning Process should: • Help the agency create work - not create work for the agency • Provide with guidance not enslave • Establish clear inputs and outputs • Define roles and responsibilities • Be usable in both pitches and projects • Establish a distinctive POV • Be repeatable
  48. 48. PRODUCTS(THE ARTIFACTS OF PLANNING) • PROBLEM • INSIGHT • PROPOSITION or POSITIONING • BRIEF (past) • consumer journey (next) • SOLUTiON ARCHITECTURE (next)
  49. 49. PROBLEMS“The greatest challenge to any thinker is stating the problem in a way that will allow a solution” | George Bernard Shaw
  50. 50. GeniusSteals.co #WARCWEBINAR A PROBLEM IS A DESIRE TO CREATE CHANGE. HOW YOU DEFINE A PROBLEM DETERMINES IF AND HOW YOU CAN SOLVE IT.
  51. 51. GeniusSteals.co #WARCWEBINAR STEP TWOSTEP ONE DESIRED FUTURE STATESTATE THE PROBLEM Re-STATE THE PROBLEM Re-STATE THE DESIRED STATE Re-STATE THE PROBLEM COMBINING THE CURRENT STATE & THE DESIRED STATE - FOCUS ON ONE PROBLEM - ONE OR TWO SENTENCES - DOES NOT SUGGESTA SOLUTION Does / Does Not Who What When Where How Does / Does Not Who What When Where How STEP three [via thinkhow]
  52. 52. GeniusSteals.co #WARCWEBINAR PLANNING DEFINES THE PROBLEM (WHAT THE CLIENT WANTS) (DOING WHAT THEY WANT) (SATISFYING WANTS) (FINDING OUT IF THEY NEED SOMETHING MORE) modeled on mintzberg & waters, 1985 Unrealized Strategy Realized Strategy Deliberate Strategy Intended Strategy SATISFYING WANTS & NEEDS
  53. 53. GeniusSteals.co #WARCWEBINAR the kipling method I have six honest serving men
 They taught me all I knew
 I call them What and Where and When
 And How and Why and Who
  54. 54. GeniusSteals.co #WARCWEBINAR NEW CUSTOMERS [penetration] SAME CUSTOMERS [frequency] USAGE OCCASIONS ARE CULTURALLY DETERMINED - POSSIBLE GROWTH OPP BIZ OBJECTIVE TARGETING INSIGHT/ OPPORTUNITIES “GET PEOPLE WHO LOVE MAYO TO PUT IT ON FRIES”PROBLEM TARGET>BEHAVIOR>APERTURE “GET PEOPLE WHO HAVE NEVER TRIED MAYO TO TRY IT ON SANDWICHES” SELL 25% MORE MAYO
  55. 55. GeniusSteals.co #WARCWEBINAR try re-phrasing it: When an executive asked employees to brainstorm “ways to increase their productivity”, all he got back were blank stares. When he rephrased his request as “ways to make their jobs easier”, he could barely keep up with the amount of suggestions.”
  56. 56. GeniusSteals.co #WARCWEBINAR all about those ‘c’S
  57. 57. GeniusSteals.co #WARCWEBINAR mccann: planning tool Consumer (Conceptual Target) Who do we target? What drives them? Culture Societal trends What trends/beliefs matter? Company Brand equities, values, beliefs Product advantages What makes us different? Communications How do we stand out? = DEMAND IDEA
  58. 58. GeniusSteals.co #WARCWEBINAR when it comes to defining problems: • Articulation is important • Find new ways to express the same thought • Use benefits and emotions, not features and facts • Outcomes and behaviors are easier to understand • Specific is easier than abstract
  59. 59. INSIGHTS
  60. 60. GeniusSteals.co #WARCWEBINAR INSIGHTS ARE NOT JUST ‘HUMAN TRUTHS’
  61. 61. GeniusSteals.co #WARCWEBINAR INSIGHTS REQUIRE CONSTANT QUESTIONING WHAT? SO WHAT? NOW WHAT?
  62. 62. GeniusSteals.co #WARCWEBINAR ARTICULATIONS CREATE INSIGHT the power of acute observation and deduction, discernment, and perception wikipedia Fresh, deep perspective, focused, directional naked comms a penetrating observation about consumer behavior that can be applied to unlock growth diageo
  63. 63. GeniusSteals.co #WARCWEBINAR Insight manifests when relationships are made between objects and actions that can help solve problems
  64. 64. GeniusSteals.co #WARCWEBINAR provocations THAT ENABLE PREDICTIONS GENERATIVE (HAS IMPLICATIONS) INTERESTING (NON-OBVIOUS)
  65. 65. GeniusSteals.co #WARCWEBINAR how you say it matters: Words can be more impactful than violence The pen is mightier than the sword Consumers of a similar typology exhibit similar behavior Birds of a feather flock together Polaroid cameras don’t just take pictures, they create social activity A Polaroid camera is social lubricant
  66. 66. GeniusSteals.co #WARCWEBINAR on insights:• Again, articulation is important • Cut out the marketing nonsense • They should be generative: and have many implications • Find non-obvious relationships • Do they make you go ‘hmmmmm’?
  67. 67. PROPOSITIONS
  68. 68. GeniusSteals.co #WARCWEBINAR a value proposition is the intersection between customer’s needs and company’s strengths
  69. 69. GeniusSteals.co #WARCWEBINAR derive propositions from products
  70. 70. GeniusSteals.co #WARCWEBINAR tbwa’s interpretation
  71. 71. GeniusSteals.co #WARCWEBINAR chanpory rith
  72. 72. GeniusSteals.co #WARCWEBINAR febreze: breathe happy With Febreze, all you’ll notice is the freshness/ scent….so you will breathe happy no matter what.
  73. 73. GeniusSteals.co #WARCWEBINAR Coke MAKES THINGS BETTER.
  74. 74. GeniusSteals.co #WARCWEBINAR skoda MAKES HAPPY DRIVERS
  75. 75. GeniusSteals.co #WARCWEBINAR • Philosophy informs process; Process informs products • All models are wrong, but some are useful • The utility of any model is dependent on the problem at hand • Articulation is important • Find new ways to express the same thought • When it comes to value props, use benefits and emotions, not features and facts • Specific is easier than abstract • Cut out the marketing nonsense • Help the agency create work - not create work for the agency • Insights should be generative: and have many applications • Find non-obvious relationships, and things that make you go ‘hmmmmm’ • CRITICAL THINKING REQUIRED! key takeaways
  76. 76. send us your artifacts :) hello@geniussteals.co subscribe to our newsletter! geniussteals.co/subscribe thanks for listening! sign up for part 2… warc.com/webinars

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