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Genius Steals presents The Gemini Agenda

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Presented at the 4As StratFest in New York City | October 2018 | http://stratfest.aaaa.org/

Five years ago Faris and Rosie formed the nomadic creative consultancy Genius Steals by dismantling assumptions about what an agency is. Since then, they have worked with companies across disciplines and geographies around the world, giving them unique insight into the trends and forces impacting consumers and brands. The result? The Gemini Agenda and the belief that duality is required for success in today’s landscape and into the future. You'll hear provocations from them on defining a middle way, based on the way they believe agencies should behave in response to client needs, and what they're willing to pay for.

Published in: Marketing
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Genius Steals presents The Gemini Agenda

  1. 1. 
 
 THEFUTUREPRESENTOFPLANNING 
 presented by Genius/Steals 
 
 
 
 
 TheGEMINIAGENDA:
  2. 2. Genius/Steals @faris @faris @rosieyakob GENIUS steals
  3. 3. India, Serbia, Lithuania, Australia, & New Zealand GENIUS/STEALS IS A NOMADIC creative CONSULTANCY helping clients like these solve business problems using creativity GeniusSteals.co and in:
  4. 4. GeniusSteals.co #4AsSTRATFEST PHILOSOPHY INFORMS PROCESS PHILOSOPHY INFORMS PROCESS
  5. 5. GeniusSteals.co #4AsSTRATFEST PROCESS INFORMS products
  6. 6. GeniusSteals.co #4AsSTRATFEST POSITION: BORED BY ORTHODOXY
  7. 7. GeniusSteals.co #4AsSTRATFEST AMBITION: A NEW COGNITIVE TOOLKIT FOR PLANNING AMBITION: A NEW COGNITIVE TOOLKIT FOR strategy
  8. 8. GeniusSteals.co #4AsSTRATFEST PLANNING UNDERSTAND BEHAVIOR TO CHANGE BEHAVIOR
  9. 9. GeniusSteals.co #4AsSTRATFEST why the gemini agenda?
  10. 10. GeniusSteals.co #4AsSTRATFEST closely associated with the exchange of ideas, communication, and trade. adaptable & flexibleExpressive quick-witted thoughtful restless busy bodies inherently curious a way with words energetic
  11. 11. GeniusSteals.co #4AsSTRATFEST closely associated with the exchange of ideas, communication, and trade. adaptable & flexibleExpressive quick-witted thoughtful restless busy bodies inherently curious a way with words energetic
  12. 12. GeniusSteals.co #4AsSTRATFEST are dangerous binaries
  13. 13. GeniusSteals.co #4AsSTRATFEST nature or nurture?
  14. 14. GeniusSteals.co #4AsSTRATFEST Dynamic Systems it’s not either.
  15. 15. GeniusSteals.co #4AsSTRATFEST it’s more than both.
  16. 16. GeniusSteals.co #4AsSTRATFEST Specialists generalists conservatism progressivism outputs outcomes advertising content female male CONTRARIANS evangelists young old Media creative future past
  17. 17. GeniusSteals.co #4AsSTRATFEST what clients want Macro trend for media and creative coming closer together, and for more joined-up approaches through the funnel between branding/above the line, performance marketing, and optimization IntegrationIntegration source: AAR report - Evolving client & agency models sept 2018
  18. 18. GeniusSteals.co #4AsSTRATFEST specialist vs. generalist
  19. 19. GeniusSteals.co #4AsSTRATFEST OF MEDIA FRAGMENTATION 1704 ————— First newspaper advertising (US) 1742 ————— First magazine advertising (US) 1890s ————— Rise of department stores 1700 1750 1800 1850 1880 1890 1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000 1924 ————— First commercial radio broadcast 1941 ————— First commercial television broadcast 1984 ————— Deregulation of cable television) 1986 ————— First infrared remote control 1990 ————— Creation of the World Wide Web 1990 ————— Email commercially available Billboards Catalogs Cinema Advertising Store Windows In-Store Demonstrations In-Store Displays Internet Telecom Television Radio Public Relations Retail marketing channel growth across 300 yrs Advertising Instant Messaging Blogging Stream Internet Pop-Up Ads Chatrooms Banner ads Web sites Mintel Public Relations Pageants/Parades FM Radio First TV Commercials Product Placement Mechanical Billboards Video Billboards Interactive Billboards Branded Entertainment In-Store TV InteractiveTV Cable TV Telemarketing Satellite Radio Mobile Marketing Posters Magazine Ads Newspaper Ads
  20. 20. GeniusSteals.co #4AsSTRATFEST BIFURCATION OF STRATEGY : 1992 ONWARDS Creative Agency Media dependent Media agency O&M and JWT The Network Mindshare Euro RSCG Media Star (then Mediapolis) MPG Publicis Optimedia Zenith Optimedia Grey Mediacom MediaCom (merged with TMB) DMB&B The Media Centre Starcom MediaVest BBH Motive StarCom (merged with Leo Burnett) BMP OMD OMD AMV New PHD PHD Lintas Initiative Initiative McCannErikson Universal McCann UM Young & Rubicam Mediaedge MEC Saatchi/DSB Dorland/KHBB Zenith Zenith Optimedia
  21. 21. GeniusSteals.co #4AsSTRATFEST environments with more competition breed more specialists
  22. 22. GeniusSteals.co #4AsSTRATFEST Fachidiot : our new favorite word “subject matter idiot”
  23. 23. GeniusSteals.co #4AsSTRATFEST A rise in specialists in all areas has given us a bunch of content but how valuable is that knowledge without context?
  24. 24. GeniusSteals.co #4AsSTRATFEST “It’s better to turn to those who know many things, draw from an eclectic array or traditions and accept ambiguity and contradictions than so-called experts.” professor phillip tetlock
  25. 25. the multiplist “A hybrid who will have mastered multiple, inter-related areas, allowing them to demonstrate depth of knowledge as well as the ability to implement that knowledge.” carly yanco, head of strategy | JWT Sydney
  26. 26. GeniusSteals.co #4AsSTRATFEST cultivate the multiplists
  27. 27. GeniusSteals.co #4AsSTRATFEST CREATIVE vs. COMMS
  28. 28. GeniusSteals.co #4AsSTRATFEST strategy is not planning Strategy informs the need for advertising. Planning informs the advertising.
  29. 29. GeniusSteals.co #4AsSTRATFEST Communications strategy creative development events & experience Media planning & buying trade marketing Retail presence digital publicity
  30. 30. GeniusSteals.co #4AsSTRATFEST the great blur .
  31. 31. GeniusSteals.co #4AsSTRATFEST ADVERTISING AGENCIES CONSULTING COMPANIES IN-HOUSE NEW MODEL AGENCIES PARTNERS PUBLISHERS re-birth of comms: more competition, complexity
  32. 32. GeniusSteals.co #4AsSTRATFEST don’t confuse strategy with planning know when to leverage each practice
  33. 33. GeniusSteals.co #4AsSTRATFEST outputs vs. outcomes
  34. 34. GeniusSteals.co #4AsSTRATFEST COMPANIES DON'T WANT ADS, THEY WANT GROWTH
  35. 35. GeniusSteals.co #4AsSTRATFEST cost+time business models incentivize long hours, & high production budgets
  36. 36. GeniusSteals.co #4AsSTRATFEST the expense of outcomes don’t fetishize outputs at
  37. 37. GeniusSteals.co #4AsSTRATFEST male vs. female
  38. 38. GeniusSteals.co rosieyakob@ Homo Sapiens’ and Social Wisdom Sorabh Pant
  39. 39. GeniusSteals.co #4AsSTRATFEST we need to do (& be) better
  40. 40. GeniusSteals.co #4AsSTRATFEST According to Ian Kerner, PhD, sex therapist and NY Times best-selling author of She Comes First, the best foreplay for women is 'choreplay,' or when a man does household chores without being asked like the dishes, laundry and vacuuming. I’m not going to start assembly until I’ve read all of the instructions. source: porn for women
  41. 41. GeniusSteals.co #4AsSTRATFEST having at least 30% of women in leadership positions, or the “C-suite,” adds 6% to net profit margin peterson institute for international economics
  42. 42. GeniusSteals.co #4AsSTRATFEST is required (and appreciation) mutual respect
  43. 43. GeniusSteals.co rosieyakob@ but within work not just at work
  44. 44. GeniusSteals.co #4AsSTRATFEST young vs. old instagram: @baddiewinkle
  45. 45. GeniusSteals.co #4AsSTRATFEST ageism leads to a lack of expertise <21 0.7% 1.7% 1.1% 21-25 13.7% 24.3% 17.7% 25-30 24.9% 31.7% 27.4% 31-40 34.1% 30.2% 32.6% 41-50 19% 9.2% 15.3% 51-60 6.6% 2.5% 5.1% 60+ 1.1% 0.4% 0.8% Media Agencies Creative and other non- media agencies Overall Data Source: IPA
  46. 46. GeniusSteals.co #4AsSTRATFEST over 50s by workforce sector professional scientific and technical 30% lawyers 35% doctors 28% FINANCE 22% ADVERTISING 5% Data Source: IPA
  47. 47. The opportunity is enormous: a vast audience of people, with spending power, are either being completely ignored or subordinated via unrealistic expectations of age. It’s time to fill the void with relevant products and messages that speak to the lives, hopes, fears and aspirations of our aging populations as they are. We’ve got over the idea that you need to be thin and beautiful to be noticed and appreciated by society. Now it’s time to get over the idea that you need to be 21.
  48. 48. GeniusSteals.co #4AsSTRATFEST learn to leverage experience F*ck ageism
  49. 49. GeniusSteals.co #4AsSTRATFEST let’s wrap this up
  50. 50. GeniusSteals.co #4AsSTRATFEST selling strategy is profitable…
  51. 51. GeniusSteals.co #4AsSTRATFEST and brands need strategists… “Media has left the agency world; channel planning has come back in. You see some clients buying media themselves. So you see how the lines are blurring” Frank Reitgassl, Director of Brand Strategy & Creative, Mondelēz
  52. 52. GeniusSteals.co #4AsSTRATFEST but maybe, Adrian Ho, Founder, Zeus Jones
  53. 53. GeniusSteals.co rosieyakob@GeniusSteals.co rosieyakob@
  54. 54. GeniusSteals.co #4AsSTRATFEST • Philosophy informs process; Process informs products. • Binaries are naive, and ultimately dangerous. • Fragmentation of media in the 1990s led to a rise in specialists — • But, generalists are required. Be rigorously holistic. • Strategy is not planning. Strategy informs the need for advertising. • Planning informs the advertising itself. • Cut out the marketing nonsense: Companies want growth, not ads. • Diversity is better business. Seek and embrace differing perspectives. • Learn to effectively leverage, and monetize expertise. • Consider the future of your career, your agency, and of your clients. • CRITICAL THINKING REQUIRED! Don’t just rely on your horoscope ;) key takeaways
  55. 55. GeniusSteals.co #4AsSTRATFEST
  56. 56. GeniusSteals.co #4AsSTRATFEST
  57. 57. GeniusSteals.co #4AsSTRATFEST want to collaborate? (or just say hi!) hello@geniussteals.co subscribe to our newsletter! geniussteals.co/subscribe thanks for listening!

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