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The Re-Birth of Comms | Why It's Time to Re-Examine Your Comms Planning Strategy

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In the last decade, communications strategy has fallen by the wayside as a standalone discipline, re-absorbed into account and media planning.

In light of increased concerns about programmatic fraud, non-viewable impressions, brand safety, and the efficacy of micro-targeting, communication strategy has once again been summoned to the table, to make sense of the mess we’ve made.

In this presentation, we dive into:
+ What is modern communication strategy? Who owns it? Who should?
+ How is it done? What are the key considerations and tools?
+ Not all impressions are equal—How do brands and agencies navigate an increasingly complex set of choices?
+ What should brands do in media that makes people feel unwell?
+ What is the Media Pyramid for Balanced Media Plans?

Want to download the deck? Visit http://geniussteals.co/warc

Published in: Marketing

The Re-Birth of Comms | Why It's Time to Re-Examine Your Comms Planning Strategy

  1. 1. Genius Steals Presents why it’s time to re-examine your strategy THE REBIRTH OF Comms
  2. 2. Genius/Steals @faris @faris @rosieyakob GENIUS steals
  3. 3. Genius/Steals @faris GENIUS/STEALS IS A NOMADIC CREATIVE CONSULTANCY
  4. 4. GeniusSteals.co #WARCWEBINAR PART OF A THE FUTURE OF STRATEGY [2015] BEYOND BORING BRIEFS [2016] ABC’S PLANNING PARTS ONE & TWO [2017] 1. THE FUTURE OF STRATEGY [2013] 2. BEYOND BORING BRIEFS [2016] 3. ABC’s OF PLANNING PART 1 [2017] 4. ABC’s OF PLANNING PART 2 [2017] 5. Rebirth of comms [2018] SERIES geniussteals.co/warc
  5. 5. GeniusSteals.co #WARCWEBINAR THE REBIRTH OF COMMS THE STORY OF A DISCIPLINE
  6. 6. ABSTRACT> 5 MINS BEFORE> 15 MINS NOW> 15 MINS HOW> 15 MINS
  7. 7. GeniusSteals.co #WARCWEBINAR PHILOSOPHY informs process (you should start with beliefs)
  8. 8. GeniusSteals.co #WARCWEBINAR process informs products (we’re talking strategic & creative outputs)
  9. 9. GeniusSteals.co #WARCWEBINAR COMPANIES DON'T WANT ADS, THEY WANT GROWTH
  10. 10. GeniusSteals.co #WARCWEBINAR WHO DECIDES WHAT TO DO, WHEN AND HOW THE CHALLENGE OF COMMUNICATION STRATEGY
  11. 11. BEFOREWHERE DO YOU COME FROM
  12. 12. GeniusSteals.co #WARCWEBINAR 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
  13. 13. GeniusSteals.co #WARCWEBINAR 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
  14. 14. GeniusSteals.co #WARCWEBINAR A PR MEDIAADS EVENTS DM CONSULTING BRAND CONTENT there are pros and cons to the fragmentation of strategy
  15. 15. 2000 2017 GeniusSteals.co #WARCWEBINAR
  16. 16. GeniusSteals.co #WARCWEBINAR NEW IDEAS INTEGRATIONCONSULTING MEDIA OF MEDIA FRAGMENTATION EVOLVED IN NEW EVOLUTIONARY NICHES…
  17. 17. BEFORE geniussteals.co • the idea of a full service agency started to break down in the 1990s • Exponential channel growth led to media fragmentation • and also led to increased complexity of the landscape • new types of agencies popped up up to service new channels • we started to see the rise of specialists • this was the beginning of the fragmentation of strategy
  18. 18. NOWWHAT WE ARE SEEING
  19. 19. comms strat never left, but the need became more overt around 2015
  20. 20. GeniusSteals.co #WARCWEBINAR understanding what clients want
  21. 21. GeniusSteals.co #WARCWEBINAR the great blur .
  22. 22. The great blur: 700 agency taglines GeniusSteals.co #WARCWEBINAR
  23. 23. GeniusSteals.co #WARCWEBINAR blur the great solutions to business problems?
  24. 24. GeniusSteals.co #WARCWEBINAR anecdotal evidence backed by a broader discourse
  25. 25. GeniusSteals.co #WARCWEBINAR ADVERTISING AGENCIES CONSULTING COMPANIES IN-HOUSE OTHER DISCIPLINES NEW MODEL AGENCIES PARTNERS PUBLISHERS THE REBIRTH OFCOMMS
  26. 26. GeniusSteals.co #WARCWEBINAR breadth vs. spoiler alert: clients want both depth • Rethink media: The definition of media is changing and has moved beyond distribution channels alone. • CMOs choose to define it more broadly across technology (48%), content (44%), distribution channels (41%) and data (38%). • Each of these provides a potential source of consumer insight and a more holistic way of using media to reset strategy Dentsu client survey 2018
  27. 27. GeniusSteals.co #WARCWEBINAR specialists vs. our new favorite word is fachidiot generalists “Fachidiot” which literally, translated into English means “subject idiot” defined as: “Someone who knows a lot about a particular field, in a similar way to a one-track specialist. The difference is that a one-track specialist still notices what is going on around him. A Fachidiot simply doesn’t…”
  28. 28. GeniusSteals.co #WARCWEBINAR changing media landscape with a fake news narrative “Today advertising seems like almost a quaint form of pollution in a media environment swimming in toxic problems. Foreign governments hacking social media sites. Clickbait. Fake news. Hate speech. Media fraud. Bots. Data abuses and more.” - Alex Bogusky, CPB, 2018
  29. 29. GeniusSteals.co #WARCWEBINAR
  30. 30. GeniusSteals.co #WARCWEBINAR
  31. 31. NOW geniussteals.co • the great blur has led to an increased need for comms strategy • as shown by anecdotal evidence, and the broader industry discourse • strategists have always been used as a tool to acquire more budget • which is why clients are often looking for consultant-style partners • the rise of specialists means we now have a big need for generalists • clients want/need breadth and depth • finally, media today isn’t basking in the positive glow it used to have • public discourse isn’t around pop culture, but around limiting your own media consumption — tread carefully
  32. 32. howre-examining your strategy
  33. 33. what is it?
  34. 34. Comms strategy is the organisation of your communication resources (messages, channels, data, tech etc.) to best reach your desired audience(s) and drive the required strategic/business output Andrew Reinholds, managing partner @ OMD New Zealand
  35. 35. GeniusSteals.co #WARCWEBINAR comms strategy is not media planning
  36. 36. GeniusSteals.co #WARCWEBINAR Resonance Message Multiplier Translating the creative idea into media and media to the creative idea Channel planning Consumer behavior Consumer journey Comms frame- works Reach Message Effectiveness Translating client objectives and creative into media comms MEDIA BOTH COMMS PLANNING IS FOCUSED ON BRINGING STRATEGIC RIGOUR TO THE IMPLEMENTA- TION OF THE IDEA MEDIA PLANNING IS FOCUSED ON UNDERSTAND- ING THE CONSUMER AND THE BEST TOUCH POINTS TO REACH THEM BBDO defines the differences comms vs media planning
  37. 37. GeniusSteals.co #WARCWEBINAR ROLE FOR COMMUNICATIONS & KEY CHANNELS What people need to 
 experience to spur action 
 and the best touch-points to 
 engage them. CONTEXT CONTACT CONTENT+ = THE RIGHT MESSAGE, IN THE RIGHT PLACE, AT THE RIGHT TIME Messaging designed for specific stages of the consumer journey, 
 and/or within specific touch-points. CONSUMER EXPERIENCE Understanding what the consumer is doing, how they make decisions, and the stimuli around them establishing the context this is what comms strategy informs
  38. 38. start with clear objectives.are you brand building? driving sales? changing perspectives? are your objectives short term or long term? make sure there’s a clear understanding of Why before you begin. geniussteals.co
  39. 39. GeniusSteals.co #WARCWEBINAR thelight bulb perspectiveS COMMS STRAT AT GOOGLE MEDIA LAB the idea the world
  40. 40. ensure you’re talking to the right peoplewho holds the key to your success/failure? who/what influences those people? geniussteals.co
  41. 41. GeniusSteals.co #WARCWEBINAR STARTING WITH WHAT CONSUMERS ARE DOING, VERSUS WHAT WE WANT TO SAY Making decisions Facilitating cross- departmental working Designing and overhauling 
 systems and processes Understanding the reality of people’s lives • True customer focus and insight • Define things from a customer viewpoint • Understand the differences between people • Pinpoint opportunities to create value for people • Overcome siloed thinking • Identify where different groups own the consumer experience, and how they need to interact better. • Prioritize the consumer action points where we have the best chance to address issues. • Show where issues arise for customers • Make decisions on the most 
 important places to communicate how to use consumer journey maps
  42. 42. GeniusSteals.co #WARCWEBINAR the problem with customer journeys
  43. 43. GeniusSteals.co #WARCWEBINAR 99.9% OF THE TIME active trigger purchase passive Consciously thinking about purchase Day-to-day life, not in-market Need/Want Moment of purchase and quantitatively… https://www.apg.org.uk/guesteditor-petebuckley
  44. 44. GeniusSteals.co #WARCWEBINAR HUMAN MOMENTS CONSUMER MOMENTS PATH TO PURCHASETRIGGER PURCHASE PRE DURING POST joe cox, pop marketer experience mapping broadens the view
  45. 45. GeniusSteals.co #WARCWEBINAR % reporting very large activation effects average number of very large brand effects reported DRTV Inserts SMS National newspapers Online Non-video Regional newspapers Email Paid search RadioSocial media DM Promos TV Cinema DOH PR Online video Magazines Sponsorship 85% 75% 65% 55% 45% 35% 25% 1.1 1.3 1.5 1.7 1.9 2.1 2.3 remember, channels don’t deliver the same thing
  46. 46. not all impressions are created equally.consider channel effects, brand safety, etc. geniussteals.co
  47. 47. WHO owns it?
  48. 48. “comms planning is extremely important - it just might not necessarily be its own role but rather a skill set amongst brand and media strategists.” Cristina pansolini, brand strategist @ wieden kennedy
  49. 49. GeniusSteals.co #WARCWEBINAR Communications strategy creative development events & experience Media planning & buying trade marketing Retail presence digital publicity
  50. 50. GeniusSteals.co #WARCWEBINAR Platform Investments Online visibility Websites (Owned) Social networks Earned media Blogs Photo/video platforms Social-media games Display advertising Digital Interactive Ads Mobile advertising Sponsorship Out of home Print TV Direct mail Radio Sampling Circular coupon Contest and sweepstakes Customer relationship management Digital-content creation Trade SpendingE-commmerce Functionality Digital Marketing Traditional Marketing Sources: Online research; BCG experience DISCOVER Overall User Experience Search performance compared with that of competitors Functional website- navigation tools Product information Site accessibility across languages and devices Site look and feel Quick shop entrance/navigation Easy-to-use shop interface Online-search marketing Informational website Company forum (including advocacy) Community forum (Wiki) Affiliate marketing SEARCH Product assortment structure on site Price/delivery details noted Functional elements for product selection process Clear selection flows Online coupons Widgets/apps Location-based services Telesales Shelf placement Feature displays Display coupon LOCATE Shopping basket Simple checkout process Easy registration form Smooth checkout flow Smooth checkout process Delivery details explained Smooth payment flow Policies and services noted Temporary Price reductions Bonus pack promotions Impulse point-of- sale displays Smart appliances Point-of-sale QR codes BUY Order confirmation Delivery tracking Delivery packaging Delivery occurs Returns managed Prompt repurchasing Solicit customer feedback Solicit reviews of products Customer service Customer profile management Online reviews/ ratings Newsletter E-mail marketing Rebates Premiums POST PURCHASE Competition for resources increases
  51. 51. GeniusSteals.co #WARCWEBINAR “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 brands need strategists but where they work may change
  52. 52. “Growth is not an objective, it is a discipline,” explained The Coca-Cola Company’s Chief Growth Officer, Francisco Crespo https://www.coca-colacompany.com/stories/the-discipline-of-growth-building-quality-leadership-brands
  53. 53. GeniusSteals.co #WARCWEBINAR supply chains not to mention new kinds of changing the way we create SOURCING MANUFACTURING DISTRIBUTION Creation In-House Social / PR Curation Agencies & Media Companies Paid Media / Programmatic Cultivation Influencer Communities Influencer Audience
  54. 54. GeniusSteals.co #WARCWEBINAR conversations about brand safety is the inherent danger worth it?
  55. 55. GeniusSteals.co #WARCWEBINAR thinking about consent is it more effective?
  56. 56. HOW MUCH?INVESTMENT ALLOCATION
  57. 57. GeniusSteals.co #WARCWEBINAR Comparative Parity how to think about budgeting Top Down how much do you have Bottom Up how much do you need to achieve your objectives historical last year’s budget plus inflation more than everyone else is spending methods to the madness
  58. 58. GeniusSteals.co #WARCWEBINAR consider historical profitability(and use your own data whenever possible)
  59. 59. creativity is an effectiveness multiplierCreatively awarded campaigns are 11x as efficient at driving share of market growth, delivering a higher effective share of voice for the same budget geniussteals.co
  60. 60. GeniusSteals.co #WARCWEBINAR considering measurement should ROI always be the key metric?
  61. 61. create ‘a basket’ of metrics including both short-term and long-term metrics geniussteals.co
  62. 62. GeniusSteals.co #WARCWEBINAR {journey {brand idea campaign layers Role for communications Channels Measurement { { { { thinking about a possible framework for a communications strategy
  63. 63. create a feedback loop set yourself up for success with a learning loop, before you get started geniussteals.co
  64. 64. GeniusSteals.co #WARCWEBINAR
  65. 65. GeniusSteals.co #WARCWEBINAR communications principles 1.Establish clear objectives.
 Start by stating your goals clearly. It seems simple, but happens far too infrequently. 2. Not all impressions are created equal. Consider the channel effects as modifiers to media: stature, salience, recency, proximity etc 3. Consider short term and long term measurement. Build a basket of KPIs instead of focusing on a single measure or ROI 4. Creativity is a effectiveness multiplier. Creatively awarded campaigns are 11x as efficient at driving share of market growth, 
 delivering a higher effective share of voice for the same budget 5. Factor in historical profitability by channel. Using company data by region, or agency data, or syndicated data
  66. 66. send us your thoughts*! hello@geniussteals.co subscribe to our newsletter! geniussteals.co/subscribe thanks! *Or book us to speak / or hire us for a workshop / or just say hi :) we’re always looking for guest curators! email us if you’re interested.

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