Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to APG West Perspectives In Planning Craig Harries
Similar to APG West Perspectives In Planning Craig Harries (20)
Recently uploaded
Recently uploaded (20)
APG West Perspectives In Planning Craig Harries
- 1. A few thoughts on planning Craig Harries Planning Director @charries
- 2. Representing the consumer Insight Distillation Strategic leap Control Vision Brand guardian 2006
- 3. Representing the consumer Insight Distillation Strategic leap Control Vision Brand guardian 2006 Reactive On the hoof Broad Data gathering & analytics Connected Creativity Driving the business forward 2016
- 5. Ad industry morale dropped 36% from 2015 Campaign US
- 6. Planning needs some planning
- 8. Truth #1 Brands have never needed planning more than they do now
- 9. 51 54 60 75 78 0 10 20 30 40 50 60 70 80 90 Series 2 Q. How much do you trust businesses in each industry to do what is right? Tech Consumer Health Financial Services Media Edelman Trust Barometer, 2015 Consumer Electronics 50% The things we need the most, we trust the least
- 10. 51 54 60 75 78 0 10 20 30 40 50 60 70 80 90 Series 2 Q. How much do you trust businesses in each industry to do what is right? Tech Consumer Health Financial Services Media Edelman Trust Barometer, 2015 Consumer Electronics 50% The things we need the most, we trust the least
- 11. Ownership Quality Identity Belonging Usefulness
- 12. Truth #2 You’re in a far stronger position if you own the whole experience
- 14. Truth #3 As things move faster, you need to get closer to your clients than ever before
- 15. BETTER INSIDE 1,000 people 20 offices worldwide 80% growth yoy
- 17. Truth #4 You can’t be great at everything, so choose what you want to be known for
- 18. So what do you think?
- 19. A few thoughts on planning Craig Harries Planning Director @charries
Editor's Notes
- James asked me to give you my personal perspective on planning. So I have taken the liberty of looking back at what planning was like when I started out and how it is perceived now within agencies, and then looking at how we at Oliver are evolving our offer to fit with the needs of brands today.
- Planning was born in the 60’s and changed little over that time, rooted in a handful of strong principles. I knew very clearly what my role was. I could focus on being good at a few difficult things. I was an expert. Someone people came to for answers, guidance and leadership.
- I asked about 20 people I work closely with across disciplines; creatives, suits, what defined planning today. What’s interesting is they are pretty much polar opposites. From precision and crafting, to expansion and innovation Now it’s a free for all, everyone has a POV Interestingly they unanimously said planning is more fundamental to the creative process – it doesn’t stop at the brief
- To me, it feels a bit like how I would imagine the wild west. Like you’re on a horse, galloping across the plains, being chased by Indians, exchanging fire, you could be hit and fall off at any time. We’re coping as best we can, but there are just too many moving parts to feel fully in control.
- I love advertising and marketing, despite this, but given that planning is one of the most precarious professions around; all you have is your ideas and a cobbled together rationale to support them. it’s not surprising that in such an uncertain environment people feel anxious You thought you got it, then the game changed
- This was a theme from an APG event a few years ago, and we’re still trying to figure it out. It’s always amazed me that as an industry and discipline we’re very good at giving our clients advice, but terrible at applying it to ourselves, Given more options, and less clarity of the role of planning, need to set some rules and carve out the piece of territory you want to own More than ever before, we need to be clear on our pov on planning; your purpose, your process and your output (why, how, what)
- What clients think they need, and what they really need are two very different things. If we are led by our clients, we’re probably going to be in trouble. Often they are led by the actions of their competitors – and that’s going to lead to a race to the bottom. So I believe we need to move from processes and propositions, to strategic leaps and leadership
- Here’s an interesting fact I found, and I’ve been exploring this with some of the FS brands I work with. Given how fundamental to everyone’s everyday life, categories like Healthcare, Banking and Media are, we have little trust in them. We trust Google more than Barclays, which is really scary. Partly due to the financial crisis, but generally the trend has been down over recent years. What’s more, trust in CEO’s, MP’s and government officials is lower at around 40% - we think the people in power are not acting in our best interests – people trust Wikipedia more than broadsheet newspapers.
- So how can we rebuild trust? There are lots of ways, and if you read Edelman’s Trust Barometer 2016 they show you how it can be influenced. But one way of looking at it is in terms of the changing role of brands. It’s not about channels, or ads vs. content. It’s about being useful, not being different. If you buy into this progression, we need to rethink the role of our brands, and how they can make people’s lives better; easier, richer, more entertaining, convenient, faster, colaborative, informed – what is the real need over and above the category definition. Oliver has a team of 50 people globally giving people haircare advice and inspiration, household advice, and ways of making mealtimes more exciting. This is incredibly liberating. If you were lucky you used to get these briefs now and again, but they were few and far between, I got a brief to relaunch the troubled Mercedes A-Class, and switched the debate by redefining status and luxury as space rather than prestige
- Holistic view of planning and comms; ‘Experience Planning’ Own the clients business problem, not just the comms task Consider the whole journey and people’s relationship with the brand in all its forms Look for opportunities to influence it Brand, comms, tech, product, service, social, events Bottlenecks, drop off’s, pain points Experience planning workshop with clients Pen portraits Experience vision Phased plan of action
- In house model. A partner, member of the clients team. Clients trust you more. Freedom to explore. Collaborative. Faster. More effective. Opportunities. The Guardian BMW Android Beats The AA Unilever Starbucks Adidas Barclaycard
- Become the ‘go-to’ guy In a world that’s in flux, need to take a position What are you going to be known for? Don’t just be ‘The Planner’ ________ is the guy that __________ Ad tweaker, data nerd, business builder What’s your USP? What do you enjoy? What are you interested in? Challenger brands Disruption