The document discusses how to approach big ideas in today's digital world. It advocates defining the creative brief, big idea, and engagement strategy in a more participatory way that considers how technologies and culture have changed. Specifically, it recommends:
1) Fueling the brief by understanding real problems and how audiences participate rather than just saying things at people.
2) Defining ideas as platforms that live on and are generous, multifaceted, responsive, and propagated rather than just TV campaigns.
3) Awesifying ideas by building ecosystems and engagement strategies tailored to cultural behaviors on channels like social networks, rather than just disrupting them.
4) Using the RISE framework to recruit,
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
Strategic Planning & the Importance of Consumer insightsKaren Saba
A high level presentation shedding light on what Strategic Planners really do at creative agencies and the importance of consumer insights in the world of planning. It is an interactive presentation with a 'Guess the insight' section at the end.
Please feel free to download, improve, and share the credits.
You can now download the presentation directly from Slideshare.
Here are 17 of the best free online tools for Digital Strategists to help cultivate killer insights on consumers, competitors and the industry. In this toolbox we you will find how to use each tool with an example insight drawn for the client, as well as each of their benefits and limitations.
The tools helps to conduct Consumer Research, Category Research, Discourse Analysis and Environmental analysis.
Top 10 Planning Departments in Advertising ShortlistJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
A common problem for planners moving markets is understanding the best agencies to work for. With a great list of international planners in the Planning Dirty newsletter group I thought I would ask the planners who they thought was the best agency to work for.
I compiled the first 10 agencies for the shortlist by analyzing the planning (IPA, Effies, Jay Chiats) and creative awards (Gunn Report) from the last three year looking at the agencies that consistently perform well.
I am making a shortlist of 20, so would love to get recommendations on agencies that you think should make the list.
Next week on the newsletter through an anonymous vote, I’ll put out the poll and report back the results. Sign up to the Planning Dirty newsletter to vote and get the best planning tools and resources fortnightly. bit.ly/PlanningDirty
50 planners to watch in 2014 - The Planning SalonJulian Cole
Twitter list of the 50 Planners - https://twitter.com/emma_hines/top-50-planners/members
thanks @emma_hines and @E_for_M
50 planners to watch in 2014 was picked by The Planning Salon.The list is a mix of the top planning talent from across the globe as well as the next generation of planners. The list has diverse mix of planners from big markets like London and New York to emerging markets like Athens and Cape Town.
The Planning Salon is a platform for all planners around the world to meet and learn from our industry's greatest minds. It was started in 2013 to showcase some of the biggest stars of the industry, guests such as Gareth Kay, Rob Campbell and Heather LeFevre. Check out the interviews here; http://theplanningsalon.com/
Julian Cole, Head of Communications Planning at BBH, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 23rd at the VCU Brandcenter in Richmond, VA.
I was sifting through some old files of mine and found this guidebook I put together for my junior planners when I was still working in Korea.
The presentation deck might be a bit old (it's in 4:3 format), and slightly more tailored to how I saw the state of strategy & planning in Korea, but a lot of its content should still hold true today.
Hope you enjoy the read!
This is the first session (Sep 4) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
Rick James Model for selling innovative ideasJulian Cole
This is a model that should be helpful in selling in innovative/non-traditional ideas that are usually quite hard to sell to clients/bosses.
@juliancole
Lovemarks Presentation - Brand Pioneers April 9 2013Panelteam
Lovemarks
Arjan Kapteijns – CEO Saatchi & Saatchi
Saatchi & Saatchi is the Lovemarks company. Arjan looked closely at the question: What makes some brands inspirational, while others struggle? With inspiring case studies he will explain what Lovemarks are and how they deliver beyond their expectations of great performance.
Planning Hype - Engineering hype before a product launchJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
The following is a guide for how to create excitement around a product before it has launched.
This is critical for how to market music, movies and games where the first-week window is critical.
The presentation was created by Julian Cole and Melissa Pepers.
First half of a session with all Hyper Island 2013 students in Stockholm and Karlskrona Sweden. Given during their second week of school - the foundation module.
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
Strategic Planning & the Importance of Consumer insightsKaren Saba
A high level presentation shedding light on what Strategic Planners really do at creative agencies and the importance of consumer insights in the world of planning. It is an interactive presentation with a 'Guess the insight' section at the end.
Please feel free to download, improve, and share the credits.
You can now download the presentation directly from Slideshare.
Here are 17 of the best free online tools for Digital Strategists to help cultivate killer insights on consumers, competitors and the industry. In this toolbox we you will find how to use each tool with an example insight drawn for the client, as well as each of their benefits and limitations.
The tools helps to conduct Consumer Research, Category Research, Discourse Analysis and Environmental analysis.
Top 10 Planning Departments in Advertising ShortlistJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
A common problem for planners moving markets is understanding the best agencies to work for. With a great list of international planners in the Planning Dirty newsletter group I thought I would ask the planners who they thought was the best agency to work for.
I compiled the first 10 agencies for the shortlist by analyzing the planning (IPA, Effies, Jay Chiats) and creative awards (Gunn Report) from the last three year looking at the agencies that consistently perform well.
I am making a shortlist of 20, so would love to get recommendations on agencies that you think should make the list.
Next week on the newsletter through an anonymous vote, I’ll put out the poll and report back the results. Sign up to the Planning Dirty newsletter to vote and get the best planning tools and resources fortnightly. bit.ly/PlanningDirty
50 planners to watch in 2014 - The Planning SalonJulian Cole
Twitter list of the 50 Planners - https://twitter.com/emma_hines/top-50-planners/members
thanks @emma_hines and @E_for_M
50 planners to watch in 2014 was picked by The Planning Salon.The list is a mix of the top planning talent from across the globe as well as the next generation of planners. The list has diverse mix of planners from big markets like London and New York to emerging markets like Athens and Cape Town.
The Planning Salon is a platform for all planners around the world to meet and learn from our industry's greatest minds. It was started in 2013 to showcase some of the biggest stars of the industry, guests such as Gareth Kay, Rob Campbell and Heather LeFevre. Check out the interviews here; http://theplanningsalon.com/
Julian Cole, Head of Communications Planning at BBH, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 23rd at the VCU Brandcenter in Richmond, VA.
I was sifting through some old files of mine and found this guidebook I put together for my junior planners when I was still working in Korea.
The presentation deck might be a bit old (it's in 4:3 format), and slightly more tailored to how I saw the state of strategy & planning in Korea, but a lot of its content should still hold true today.
Hope you enjoy the read!
This is the first session (Sep 4) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
Rick James Model for selling innovative ideasJulian Cole
This is a model that should be helpful in selling in innovative/non-traditional ideas that are usually quite hard to sell to clients/bosses.
@juliancole
Lovemarks Presentation - Brand Pioneers April 9 2013Panelteam
Lovemarks
Arjan Kapteijns – CEO Saatchi & Saatchi
Saatchi & Saatchi is the Lovemarks company. Arjan looked closely at the question: What makes some brands inspirational, while others struggle? With inspiring case studies he will explain what Lovemarks are and how they deliver beyond their expectations of great performance.
Planning Hype - Engineering hype before a product launchJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
The following is a guide for how to create excitement around a product before it has launched.
This is critical for how to market music, movies and games where the first-week window is critical.
The presentation was created by Julian Cole and Melissa Pepers.
First half of a session with all Hyper Island 2013 students in Stockholm and Karlskrona Sweden. Given during their second week of school - the foundation module.
Let’s be honest, the past two years have been unpredictable and it has radically changed the way we market. As a result, social media continues to grow exponentially in popularity forcing companies to change the way they do business. It’s more important than ever for brands to understand shifting customer needs and find new ways to capture growth opportunities. Start the year off right and capitalize on what’s trending in 2022 for social media and digital marketing.
In this webinar we'll dive into:
- Social media trends for an exciting 2022
- New popular social media and digital marketing strategies
- Catching and keeping customer attention in the new year
Cultivating Zombies or Activating Community : Non-Profit Challenges Competing...Mila Araujo
Presented at Pod Camp East 2012, This is not the original slide deck. Over 25 slides have been added and some altered to include the discussion points (text) which occurred during the presentation.
Text is being included now so that those following online who did not have the benefit of the presentation and discussion can get a better idea of the context (which would be left out with only the original visual slides uploaded). This deck also doubles as "notes" for the presentation for those who were present.
Two versions of the Youtube video are also available. The first is the shorter version (30 seconds shown at the presentation) the second is the full story version, which gives a bit more of the background of what was actually discussed.
Non-Profits must use social media technology to deliver shorter more engaging and appealing bursts of information for greater impact, particularly effective with video (under 2 minutes) and photos.
Additional links have also been added to references which were mentioned during the presentation for participants reference and further research or learning. This was a 40 minute presentation.
The New Rules of Marketing: Paid, Owned and EarnedGood Grains
Zack Swire of SWIRE & eGood, and Chelsea Segal of Targetwise share their stories and insights (+ learnings from influential voices that inspire them) on 'The New Rules of Marketing: Paid, Owned and Earned'. Understanding your story, your why and your purpose must come first. Then, you can work to be more effective at amplifying your marketing message with the right media mix, maximizing the success of media dollars, and cutting through the clutter to drive your business.
Social Media and Advertising: Ad Club 10/07Eric Weaver
AUDIENCE: Advertising agencies
OVERVIEW: How is Social Media changing the advertising industry? How is consumer dialogue impacting outbound marketing? This presentation, co-written by Laura Porto Stockwell of Publicis in the West, and Eric Weaver of Brand Dialogue, covers these massive shifts in commerce, culture, media and advertising.
Social Media Presentation as Seen at 2012 ConventionEAG
Facilitating Sertoma's Second Century of Service with the use of social media, as presented by Paul Weber and Laura Lake at the 2012 Convention. videos in the presentation are embedded after the actual video slide.
http://www.smallbusinessmiracles.com
Creating community with digital tech 080416NetSquared
LA Tech4Good Event
http://www.meetup.com/LATech4Good/events/230301998/
Come out on Aug 4 for three great presenters and conversation on community engagement through digital technology.
Frank Hong: How socially conscious groups can find value in online social networks for promoting community engagement.
Marcy Rye: What Pokémon Go and augmented reality mean for the future of tech and community engagement.
Rebecca Campbell: How online communities are fostering greater in-person connections with digital tech and human interaction.
Frank Hong is CEO & Founder of One World CGI, a public benefit corporation that operates an online social platform helping people discover and connect to good things happening in their communities.
Marcy Rye is Founder & Principal of Wire Media, a certified B Corp enabling nonprofits and social good companies to communicate better with their audiences through brand strategy and visual storytelling.
Rebecca Campbell is VP, Client Success at Causecast, an online platform that helps corporations, employees, and nonprofit partners connect and do more good.
Shoutout to Cross Campus Pasadena, a community of creative professionals, for hosting us. We're looking forward to seeing old & new friends at our first Pasadena event!
You Don't Need a Social Media Strategy (Washington DC Edition)Eric Weaver
WASHINGTON, DC, USA - June 17, 2010 - Presentation for Jeff Pulver's 140 Characters Conference (#140conf).
Audiences: marketers, advertisers, strategists.
The concept of work-life balance today is obsolete. This conference took a deeper look at people, projects, products, and services that we can all leverage to try to LIVE, WORK, and PLAY BETTER.
5. THE FRAMEWORK
The Context
Fueling The People
The Insight
The Message
Defining The Platform
The Execution
The Engagement Strategy
Awesifying
The Ecosystem
6. THE PEOPLE
Clients
Fueling Account
Strategy
Defining
Creative
Awesifying Production
Media
7. THE FRAMEWORK
The Context
Fueling The People
The Insight
8. YESTERDAY
FUELING THE BIG IDEA
What’s the problem to be solved?
Who are we targeting?
What is the message we say at them?
Reasons to believe
Tone
Other mandatory information
9. HOW THINGS HAVE CHANGED: TODAY
The rapid pace of new & emerging technology
• 2006 Facebook opens platform to everyone, launching the era of
social networking
• 2007 the first iPhone is sold changing idea of “mobile” as a truly
engaging user experience
• 2007 Twitter changes the way in which people consume and report
on news: 140 characters or less
• 2008 Hulu launches & Netflix offers streaming video making high
quality video via the internet on demand, mainstream
• 2009 Foursquare users the era of local-social-mobile networking
• 2010 Apple launches iAds making rich mobile marketing experiences
mainstream
• 2011 Spotify hits the US enabling social-shared streaming music
• 2012 Facebook buys Instagram & adds Android app launching the
era of the mobile photographer
10. HOW THINGS HAVE CHANGED: TODAY
The rise of new technologies changes behaviors
• By 2015, Mobile internet usage expected to outpace
Desktop internet usage
• Device interfaces have gone from text to touch
• Device usage has gone from content creation to content
consumption
• Social networking time spent has outpaced email
• Connected devices empower connected consumers
11. HOW HAS CULTURE CHANGED: TODAY?
• More participatory
• More social & communal
• More fragmented
• More transparent
• Always on
• Location increasingly important
13. IT’S NOT SIMPLY ABOUT THE CREATIVE BRIEF
• Its about having a better map of the today’s world
Pre-Digital Post-Digital
Interruption Participation
Saying things at people Doing things for people
Image Manipulation Value creation
Owned Shared
Perception Behavior
14. TODAY?
THE CREATIVE BRIEF
What’s the real problem to be solved?
Amongst whom?
How do we approach solving this?
Why do they care?
How do they participate?
What keeps the conversation going?
15. THE FRAMEWORK
The Message
Defining The Platform
The Executions
16. YESTERDAY
DEFINE THE BIG IDEA
What best illustrates the brand’s driving proposition?
What do people really want that the brand can really do?
What is the unifying thread throughout the campaign?
Does the idea entertain, evoke emotion, or provide utility?
17. HOW THINGS HAVE CHANGED: TODAY
Ideas can define “platforms” not just campaigns
• A platform is not a TV campaign with matching luggage
but rather a long term commitment that lives on
– Nike+/Fuel
– Chipotle “Cultivate”
– Pepsi Refresh
– Old Spice The Man Your Man Could Be
– Kickstarter
• A good platform must be:
– Generous
– Multifaceted
– Responsive
– Propagated
18. HOW THINGS HAVE CHANGED: TODAY
New technologies & behaviors define brilliant tactics
• T-Mobile Flashmob in Liverpool Station
• Amex Sync
• Intel’s Museum of Me
• Gillette’s London 2012 Boston Harbor Hologram
• Skittles Touch the Rainbow
• Coca-Cola Project Rebrief
• Google YouTube Symphony
19. HOW HAS THE BIG IDEA CHANGED: TODAY?
• More participatory
• More social & communal
• More fragmented
• More transparent
• Always on
• Location increasingly important
20. IT’S NOT SIMPLY ABOUT THE BIG IDEA
• Its about asking better questions to understand today
Pre-Digital Post-Digital
What can we say? What can we do?
How can we interrupt? How can we retain?
What spaces do we fill? What spaces can we create?
What’s our proposition? What’s our mission?
Where is the TV script? Where does the idea fit best?
How does the idea look? How does the idea behave?
21. TODAY
THE BIG IDEA
What is the executional core of the idea?
Where does the idea best manifest itself?
Does the idea connect on a culturally relevant human level?
Does it start conversations and stories on behalf of a brand?
22. THE FRAMEWORK
The Engagement Strategy
Awesoming
The Ecosystem
23. AWESIFY THE BIG IDEA
Define the ecosystem, the behaviors, & the media canvas:
• Where are people interacting?
• What are the cultures of these channels?
• How should the idea behave in each space?
Build the ecosystem, the engagement strategy, the channels
• How do we disrupt yet honor the ecosystem?
• How do we uniquely interact at the right engagement level?
24. HOW THINGS HAVE CHANGED: TODAY
The rise of new technology fuels new media channels
• Can’t just build to channels by how they work:
– TV: Broadcasters transmitting video to individual receivers in
peoples homes through channels featuring tailored content to
people’s interests that advertisers can buy space on
– Twitter: A microblogging platform where people have handles to
contribute & consume information in the form of tweets from any
digital device
• Must understand the cultures & the behaviors of each
channel ecosystem
– Amex Sync - Foursquare, Twitter, Facebook
– Old Spice The Man Your Man Could Be – YouTube
– Nike+/Fuel - Mobile
25. HOW HAS CULTURE CHANGED: TODAY?
• More participatory
• More social & communal
• More fragmented
• More transparent
• Always on
• Location increasingly important
26. IT’S NOT SIMPLY ABOUT MAKING IT AWESOME
• Its about understanding the cultural behaviors of
ecosystems
Pre-Digital Post-Digital
Broadcast Social TV
Radio Social Music
WOM Social Conversations
Brand Image Social Persona
Friends Social Networks
Print Interactive
Events Experiential
Mobile Phones Smartphones
28. BE SOCIAL BY DESIGN
RECRUIT ENGAGE SUSTAIN
Earned Media The Idea Keep people coming back
Paid Media Community Management
Content/Incentives/Rewards
INSPIRE
Share
Participate
Excite
29. R.I.S.E THE BIG IDEA
Recruit:
• Activate the right audience to generate as much awareness
and attention to your ecosystem as possible.
Engage:
• Create the most exciting, participatory, and buzz-worthy
activation platform that lives across channels.
Sustain:
• Identify incentives that motivate consumers to return &
engage repeatedly.
Inspire:
• Build so much excitement that consumers must share with
their own ecosystems.
36. RISE APPLIED: AT&T BLINK 182
RECRUIT EDUTAIN SUSTAIN
Created a montage of fan-
Marketing Activation, Partner with Blink 182 to
promote the launch of new created videos set to blink-
Onsite, Social Media, Brand devices by showing how they 182’s newest single & award
Ambassador/Blogger can help Youth get closer to the ceremony video for best
music and artists they love. content
OutreachPaid Media
INSPIRE
AT&T gave an aspiring
filmmaker/blink-182 fan the
opportunity to go on tour
with the band and to
document life on the road
36