This is the speech we gave at the 4As account planning conference in San Diego.

1. Zeus Jones.
Born March 1, 2007.
© Zeus Jones 2007

2. “Hello, it’s August 2007.”
© Zeus Jones 2007

3. The only certain thing about the future is that it will
surprise even those who have seen furthest into it.
E. J. Hobsbawm
© Zeus Jones 2007

4. © Zeus Jones 2007

5. © Zeus Jones 2007

6. The future of planning.
Presented at the AAAA Account Planning Conference 2007.
© Zeus Jones 2007

7. It actually gets worse...
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8. President Head of planning
Fallon Fallon
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9. President Head of planning
Fallon Fallon
© Zeus Jones 2007

10. The Whites The Hos
© Zeus Jones 2007

11. The Whites The Hos
© Zeus Jones 2007

12. We’ve bet everything on a vision of the future.
© Zeus Jones 2007

13. Not a vision of the future of planning...
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14. Or communications...
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15. Or media...
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16. Or marketing...
© Zeus Jones 2007

17. We placed a bet on the future of business.
© Zeus Jones 2007

18. Value in business has migrated to intangibles.
© Zeus Jones 2007

19. USA World China
32%
40% 40%
60% 60%
68%
© Zeus Jones 2007
Percent of GDP based upon
Service Non service

20. Businesses
are moving
from atoms
to bits,
becoming
information
businesses.
© Zeus Jones 2007

21. This is enabling a great transformation in business.
© Zeus Jones 2007

22. It will no longer be enough to meet customer needs.
© Zeus Jones 2007

23. Or even to surpass customer needs.
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24. Businesses now need to create new possibilities.
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25. © Zeus Jones 2007

26. Sony more than met expectations for a next gen console.
© Zeus Jones 2007

27. Sony more than met expectations for a next gen console. Nintendo created an entirely new experience.
© Zeus Jones 2007

28. © Zeus Jones 2007

29. Microsoft packed more upgrades into Office than ever.
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30. Microsoft packed more upgrades into Office than ever. Google put “office apps” online and made them free.
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31. © Zeus Jones 2007

32. HTC Delivered one of the most powerful phones ever.
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33. HTC Delivered one of the most powerful phones ever. Apple created a new way to use a phone.
© Zeus Jones 2007

34. Exceeding expectations isn’t enough. You need to
create new possibilities.
© Zeus Jones 2007

35. The formula for creating new possibilities is fairly
easy to understand.
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36. Edwin Tofslie:
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You can innovate constantly and consistently.

37. You can
reinvent
yourself.
© Zeus Jones 2007

38. You can
reinvent
yourself.
© Zeus Jones 2007

39. You can
reinvent
yourself.
© Zeus Jones 2007

40. © Zeus Jones 2007
Or you can start from scratch.

41. Most companies can’t pull this off...
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42. That’s where marketing comes in.
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43. Marketing: according to the AMA.
“Marketing is an organizational function and a set of processes for creating,
communicating and delivering value to customers and for managing customer
relationships in ways that benefit the organization and its stakeholders.”
© Zeus Jones 2007

44. © Zeus Jones 2007

45. Value is in information not assets.
© Zeus Jones 2007

46. Value is in information not assets. Value is in delivering new experiences.
© Zeus Jones 2007

47. Value is in information not assets. Value is in delivering new experiences. Value is in creating new opportunity.
© Zeus Jones 2007

48. Marketing today can’t fulfill this role.
© Zeus Jones 2007

49. Marketing reinvented can fulfill this role.
© Zeus Jones 2007

50. `
© Zeus Jones 2007

51. Marketing must
move from:
A communication
oriented role.
© Zeus Jones 2007
`

52. Marketing must
become:
A value-creation
tool.
© Zeus Jones 2007
`

53. © Zeus Jones 2007

54. Computer History Museum
Web 1.0 was a communications medium
© Zeus Jones 2007

55. eboy
Web 2.0 is a services medium
© Zeus Jones 2007

56. Web 2.0 allow businesses to deliver information-
based services that:
Create new possibilities and new experiences for their customers.
© Zeus Jones 2007

57. © Zeus Jones 2007

58. Open Table
© Zeus Jones 2007

59. Open Table Map My Run
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60. © Zeus Jones 2007

61. Loopt
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62. Loopt Oops I’m Late
© Zeus Jones 2007

63. Web 2.0 (and other technologies) allow companies
to create marketing that:
Creates new possibilities and new experiences for their customers.
© Zeus Jones 2007

64. Marketing As A Service.
ZM
© Zeus Jones 2007

65. © Zeus Jones 2007

66. Pure Digital Flip - “Disposable Technology.”
© Zeus Jones 2007

67. Pure Digital Flip - “Disposable Technology.” Plus a service = Completely new experience.
© Zeus Jones 2007

68. © Zeus Jones 2007

69. Ambient Devices - adding services to an umbrella.
© Zeus Jones 2007

70. Ambient Devices - adding services to an umbrella. Prada Store - adding services to clothing.
© Zeus Jones 2007

71. © Zeus Jones 2007
The great news is there’s no shortage of existing services that can be co-opted,
mashed up, remixed and put to work for you clients.

72. © Zeus Jones 2007

73. The Future The Future The Future
= =
Of Business Of Marketing Of Planning
© Zeus Jones 2007

74. © Zeus Jones 2007

75. Voice of the
consumer
© Zeus Jones 2007

76. Voice of the
consumer
© Zeus Jones 2007

77. Voice of the Advertising
consumer midwife
© Zeus Jones 2007

78. Voice of the Advertising
consumer midwife
© Zeus Jones 2007

79. Voice of the Advertising
????
consumer midwife
© Zeus Jones 2007

80. “Industry is a customer satisfying one, not a
goods producing one.
“The historic fate of one growth industry after
another has been its product provincialism.
“The tantalizing profit possibilities of low unit cost
may be the most seriously self-deceiving attitude
that can afflict a company.”
Theodore Levitt
© Zeus Jones 2007
`

81. © Zeus Jones 2007

82. Lowering unit costs?
© Zeus Jones 2007

83. Lowering unit costs? Product provincialism?
© Zeus Jones 2007

84. Lowering unit costs? Product provincialism? Goods producing business?
© Zeus Jones 2007

85. Planners helped reform UK advertising in the 60s.
© Zeus Jones 2007

86. Imagine planning as an industry.
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87. What business are we in?
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88. © Zeus Jones 2007

89. © Zeus Jones 2007

90. `
© Zeus Jones 2007

91. Clients want to
create new
experiences
that excite their
customers.
© Zeus Jones 2007
`

92. Clients want to Planners use
create new creativity and
experiences intuition to
that excite their imagine a more
customers. exciting future.
© Zeus Jones 2007
`

93. Clients want to Planners use
create new creativity and
experiences intuition to
that excite their imagine a more
customers. exciting future.
© Zeus Jones 2007
`

94. © Zeus Jones 2007

95. Thomas Bruce (trbpix) on Flickr licensed under creative commons
© Zeus Jones 2007
Photo: Thomas Bruce. Used with consent of owner.
We launched with a single belief.
When it comes to marketing: actions speak louder than words.

96. Christian Adrian Eric Chris Rob
© Zeus Jones 2007

97. No departments.
No walls between strategy and
creativity in how we work or what
we deliver.
© Zeus Jones 2007

98. Our first lesson.
Take responsibility for creating value
for clients, not just briefs.
© Zeus Jones 2007

99. No barriers to ideas.
No part of the client’s business is
out of bounds.
© Zeus Jones 2007

100. © Zeus Jones 2007

101. © Zeus Jones 2007

102. © Zeus Jones 2007

103. Our second lesson.
Fight compartmentalization.
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104. Shared accountability.
Project-based with bulk of fee tied
to achieving business results.
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105. Our third lesson.
Get involved in the compensation
negotiation. Find ways for the
agency to get paid for helping build
the client’s business - regardless of
the vehicle.
© Zeus Jones 2007

106. The future looks good for planners.
© Zeus Jones 2007

107. Planning as an
industry can thrive.
But planners must become more
vocal and involved in broader agency
and industry debate.
© Zeus Jones 2007

108. quot;I'm just surprised that no-one's thought of a
better idea yet.quot; - Stephen King
© Zeus Jones 2007

109. The future of planning.
Presented at the AAAA Account Planning Conference 2007.
© Zeus Jones 2007