El impacto de la tecnología en la sostenibilidad de las marcas. ¿Cuál debe ser el modelo de relación Agencia- Anunciante en este nuevo entorno?

1. Anticipation Planning
… o cómo responder a lo que quiere el usuario en cada momento
Íñigo de Luis – Director de Proyectos Estratégicos

2. ARENA TECH AND TRENDS
En una galaxia muy, muy lejana.
2
ANTICIPATION PLANNING
Stanley Pollitt in 1968, was concerned at the enormity of
discretion given to account management in the writing of the
creative brief, and felt that they were using data either
incompetently or expediently. He wanted a research person
at the elbow of the account man. For Stanley, the voice of the
consumer was of paramount importance, and using
consumer research to clarify the issues and enrich the
advertising development process was an essential
component.

3. ARENA TECH AND TRENDS
¿Qué ha cambiado?
3
ANTICIPATION PLANNING
ESCUCHAR >> OBSERVAR
User
Experience
Sostenibilidad Data

4. ARENA TECH AND TRENDS
El camino: Entender y Responder.
4
ANTICIPATION PLANNING
Servificación
Comprar un Producto
Vs.
Ser Usuario de una Marca.
• Big data, deep insights.
• Purposeful positioning.
• Total experience.

5. ARENA TECH AND TRENDS
Los pioneros.
5
ANTICIPATION PLANNING
NIKE

6. ARENA TECH AND TRENDS 6
ANTICIPATION PLANNING

7. ARENA TECH AND TRENDS 7
ANTICIPATION PLANNING
Datos para aportar valor.

8. ARENA TECH AND TRENDS
De comunicar para “convertir”.
8
ANTICIPATION PLANNING
SoV – Tráfico - Ventas

9. ARENA TECH AND TRENDS 9
ANTICIPATION PLANNING
SoU – Relevancia - Satisfacción
A “acompañar” en la experiencia.

10. ARENA TECH AND TRENDS
¿Adios al marketing?
10
ANTICIPATION PLANNING
CGO
“We are moving quickly to structure our
organization for faster growth and to ensure we can
respond to the fast-changing needs of our
consumers, customers, system and associates
around the world.”
James Quincey – CEO Coca Cola
CCO CDO
(Chief Growth
Officer)
(Chief Customer
Officer)
(Chief Data
Officer)

11. ARENA TECH AND TRENDS
Face it, you're now a technology company!
11
ANTICIPATION PLANNING
“If we only focus on foundation, we know
we’re going to wake up and have basically
caught up to a moving target and we need
to use innovation to really leapfrog and
drive ahead.”
Marc Rosen, Levi’s EVP of Global eCommerce

12. ARENA TECH AND TRENDS
Technology & Business
12
ANTICIPATION PLANNING
IoT AI

13. ARENA TECH AND TRENDS 13
ANTICIPATION PLANNING
La gran pregunta.

14. THANK YOU