John W. Manley, profile picture
Uploaded byJohn W. Manley
PDF, PPTX7,788 views

Connections Planning

This document provides an overview of connections planning as a discipline. It begins by discussing how connections planning should integrate branding, business, analytics, digital, social and other areas but lacks widespread cultivation as a discipline. It then discusses the document author's experience and capabilities in consumer pattern recognition, transmedia strategy, content amplification, and new media adoption. Consumer pattern recognition is described as identifying attitudinal patterns among consumers to better communicate with prospects. Transmedia strategy discusses balancing experiences that drive brand commitment and product purchase. The document argues that connections planning can help design unified, relevant brand narratives and experiences across planning teams, media vendors, and other partners to maximize impact.

Embed presentation

Download as PDF, PPTX
C O N N E C T I O N S P L A N N I N G JOHN W. MANLEY PARTNER, EXECUTIVE GROUP PLANNING DIRECTOR OGILVY CHICAGO
2005 2006 2007 2008 2009 2010 2011 2012 VP, Consumer Context Planning DirectorVP, Consumer Context Planning DirectorVP, Consumer Context Planning Director Brand Experience Planning & Adjunct ProfessorBrand Experience Planning & Adjunct ProfessorBrand Experience Planning & Adjunct ProfessorBrand Experience Planning & Adjunct ProfessorBrand Experience Planning & Adjunct Professor RELEVANT EXPERIENCE
PRATTLING & PROGNOSTICATIONS
ANYTHING FROM THE LATE GRIFFIN FARLEY ON SLIDESHARE SOME AMAZING THINKING ON THE SUBJECT CONNECTIONS PLANNINGNESS BY GARETH KAY AND JASON OKE
A WORTHY ROLE WITH A BRANDING PROBLEM Communications Planning = Too media focused Experience Planning = Too digitally focused Context Planning = Too esoteric Channel Planning = Too tactical Connections Planning = The least bad option
CONNECTIONS PLANNING CONUNDRUM Connections planning should be a core planning skill rather than a separate discipline But it must be cultivated as a discipline before it can become a skill The lack of a widespread, sustained cultivation of the discipline has led to a dearth of talent and product development
“Finding a connections planner is like finding a unicorn”
CONNECTIONS PLANNING VS. CONNECTIONS PLANNERS
TODAY’S PLANNER NEEDS TO EMBRACE THE POWER OF & BRAND & BUSINESS & CONNECTIONS & ANALYTICS & DIGITAL & SOCIAL &
BRAND PLANNING CONNECTIONS PLANNING WHAT WHY WHO HOW WHEN WHERE &
EVERY COMMUNICATION SHOULD BE THOUGHT OF AS A CONTRIBUTION TO THE COMPLEX SYMBOL WHICH IS THE BRAND IMAGE - DAVID OGILVY
W H Y We believe that smarter brand experiences lead to stronger human connections and reflect a more attractive brand image W H A T We are a team of experience architects that help design, build and optimize brand narratives in unified, relevant ways H O W We create connective tissue before, during and after a big idea is generated to amplify and maximize its impact T H E V I S I O N
ACCOUNT PLANNING TEAMS MEDIA VENDORS PRODUCTION TEAMS ANALYTICS TEAMS CLIENT TEAMS MEDIA PLANNING + BUYING PARTNERS CREATIVE TEAMS DIGITAL + SOCIAL TEAMS ACCOUNT TEAMS SHOPPER TEAMS C O N N E C T I O N S P L A N N I N G
C O R E C A P A B I L I T I E S CO N S U M E R PATTERN RECO GNITION T RA N S M E D I A STRATEGY CONTENT AMPLIFICATION N EW MED IA ADO PT I ON 1 E X A M I N E 2 C O N N E C T 3 A M P L I F Y 4 I N N O VA T E
CONSUMER PATTE RN RECOGNITION™ 1 E X A M I N E
THE MISSIO N Identify attitudinal patterns among existing consumers in order to drive behavior among new prospects who with a shared mindset Unearth insights that better inform how to communicate and connect with high potential targets Connect with those who share similar patterns with a greater degree of confidence CO N S U M E R PAT TERN RECOGNI T I O N
LINKING BEST OF BREED RESOURCES WIDENS THE CONSUMER APERTURE CO N S U M E R PAT TERN RECOGNI T I O N
DEMOGRAPHICS Gender | Age | HHI Marital Status | Kids Ethnicity | Region MINDSET Attitudes | Values | Shopping Preferences | Cultural Patterns CONNECTIVITY Likes/Dislikes | Media Consumption & Receptivity | TechnographicsCPR PROFILES YIELD HOLISTIC BENEFITS CO N S U M E R PAT TERN RECOGNI T I O N
A DEEPER LOOK AT ATTITUDINAL SEGMENTS Laura Quick & Convenient Cleaner Melissa Cleaning Routinist Susan Cleaning is Nirvana Amanda Time-Pressured Appearance Cleaner
Cleaning Avoiders 21% Time-Pressured Appearance Cleaners 15% Quick & Convenient Cleaners 24% Cleaning is Nirvana 19% Cleaning Routinists 21% Looks for new and different cleaning products, and willing to spend more on cleaning products that she feels are the best. Ipsos Segmentation Study 2011 C O N S U M E R PAT T E R N R E C O G N I T I O N Melissa Cleaning Routinist
MRI 2012 Doublebase, Indexed against adults CPR PROFILE Projected Population: 34.5MM Sticks to her Routine: Routines simplify her busy life [STRONGLY AGREE] I am so busy, I often can't finish everything I need to in a day OR I purchase products to help organize my life OR I prefer a set routine in my daily life OR Keeping a neat, organized home is a top priority for me OR [DISAGREE] I seek out variety in my everyday life & Quality Control: Looks for quality over price [STRONGLY AGREE] I am typically willing to pay more for high-quality items OR I buy based on quality, not price OR When I find a brand I like, I stick to it OR If a product is made by a company I trust, I’ll buy it even if it is slightly more expensive & Trend Adopter + Setter [STRONGLY AGREE] I'm always one of first of my friends to try new products/services OR People often come to me for advice before making a purchase OR Curiosity - Wanting to explore and learn about new things & Family Oriented: Her friends and family are very important to her and taking care of them is a top priority [STRONGLY AGREE] Protecting the family - Having safety for loved ones OR Helpfulness - Making the effort to assist others OR Friendship - Having close, supportive friends OR Spending time with my family is my top priority & Home Pride: The appearance of her home is a reflection of herself [STRONGLY AGREE] How a personal care or household product smells is very important to me OR I enjoy showing off my home to guests OR My home is an expression of my personal style OR I like to give the impression that my life is under control OR I smell personal care and household products in the store before I buy them C O N S U M E R PAT T E R N R E C O G N I T I O N Melissa Cleaning Routinist
HOUSEHOLD INCOME $50K+ (51%) white black hispanic asian 3% 14%15% 73% PRINCIPLE SHOPPER ETHNICITY LARGEST AGE BREAK 30-44 years (29%) female 73% EDUCATION some college (20%) MARITAL STATUS married (50%) # OF KIDS 1-2 (29%) male 27% WORK STATUS employed (57%) 97 127 100 DEMOGRAPHICS 95 PROJECTED POPULATION 34,464,000 U.S. ADULT POPULATION 15% C O N S U M E R PAT T E R N R E C O G N I T I O N Melissa Cleaning Routinist MRI 2012 Doublebase, Indexed against adults
ATTITUDES +VALUES ENTHUSIASTIC EXTROVERT Melissa greatly values her friendships, and she is an active, outgoing member of her social circle. She isn’t afraid to give her opinion to friends. STEADFAST TRADITIONALIST Melissa takes pride in her heritage, and she makes a point to pass down family and cultural traditions. A TRAINED EYE ON AESTHETICS Social status and outward appearance are very important to Melissa. She is conscious of her actions and how it affects the image she wishes to convey. EFFORTLESSLY IN CHARGE Melissa always wishes to maintain a sense of control in her life. Organization is essential, and it is something that comes rather easily. EPICURIOUS ARTISAN Melissa likes to express her creativity through culinary pursuits. She frequents culinary sites for new recipes to create. And she spends a lot of time watching the Cooking Channel and the Food Network. REASSURED SHOPPER Even though Melissa is image driven, she does not let others influence her purchase decisions. C O N S U M E R PAT T E R N R E C O G N I T I O N Melissa Cleaning Routinist MRI 2012 Doublebase, Indexed against adults
1 2 3 4 5 TV MAGAZINE INTERNET RADIO MOBILE OOH 117 103 100 102 109 118CONTENT OMNIVORE 1 2 3 4 5 MRI MEDIA QUINTILES 1 (Heavy Usage) 5 (Light Usage) C O N S U M E R PAT T E R N R E C O G N I T I O N Melissa Cleaning Routinist MRI 2012 Doublebase, Indexed against adults
Top 5 Magazine Genres 1. Babies 135 2. Bridal 132 3. Parenthood 131 4. Epicurean 129 5. Women 129 Top 10 TV Networks 1. Cooking Channel 136 2. Oxygen 131 3. OWN (Oprah Winfrey Network) 121 4. LMN (Lifetime Movie Network) 120 5. Lifetime 119 6. Hallmark Channel 118 7. Bravo 113 8. BET (Black Entertainment TV) 111 9. Food Network 108 10.HGTV (Home & Garden Television) 108 More likely to personally own a tablet or e-reader (106 index) Top Radio Genres 1. Gospel 128 2. Jack 111 3. Public 109 4. Soft Adult Contemporary 111 MEDIA FAVORITES C O N S U M E R PAT T E R N R E C O G N I T I O N Melissa Cleaning Routinist MRI 2012 Doublebase, Indexed against adults
Top 10 Internet Activities 1. Looked for recipes online 123 2. Obtained childcare or parenting information online 113 3. Obtained medical information online 110 4. Shared photos through Internet website 107 5. Paid bills online 106 6. Visited a TV network or TV show's website online 105 7. Made a purchase for personal use online 104 8. Made personal or business travel plans online 103 9. Looked for employment online 103 10. Obtained financial information online 102 DIGITAL DETAILS C O N S U M E R PAT T E R N R E C O G N I T I O N Melissa Cleaning Routinist MRI 2012 Doublebase, Indexed against adults
CONSIDERATIONS + IMPLICATIONS Consider connecting with her cooking passions She looks for useful home therapy: caring tips, tricks and content that help her How do we gauge differentiation for each of the big 3 brands What need states pop for this segment High consumption of various media forms create multiple ways to connect in innovative ways Open to trying new methods and products She is a household goods maven so consider her for WOM opportunities She seeks the wisdom of girlfriends – looking at social sites as her ratings and reviews tool - both as a viewer and participant Consider opportunities with social sharing sites like Pinterest C O N S U M E R PAT T E R N R E C O G N I T I O N Melissa Cleaning Routinist MRI 2012 Doublebase, Indexed against adults
L I N K I N G T OCO N S U M E R PAT TERN RECOGNI T I O N
I enjoy preparing food for my family, and even though cleaning up is a hassle I love the feeling of a “kitchen reset” I love the feeling of a thoroughly clean kitchen, I just wish it was easier I’m willing to try new products especially the ones that offer simpler cleaning solutions* I can’t wait to tell people about my new kitchen cleaning ally Whoa! It really did work better on grease, now I’ll use it on all my kitchen messes I’m buying Scrubbing Bubbles for my kitchen because it does everything my APC does, and it’s better on grease Brand X now has a kitchen cleaner that’s works harder than my APC, especially on tougher jobs My current way of cleaning grease and tougher jobs requires a lot of effort but need to get done* If a product is made by a company I trust, I’ll buy it** PRIMARY BARRIERS DESIRED RESPONSE PRIMARY DRIVERS O I’m more likely to buy cleaning solutions that save me time* I clean my kitchen more frequently because it’s the center of my house I really enjoy cooking and trying new recipes** I’m sought out by my friends for recommendations on products* I believe my current cleaner kills germs, and is OK on grease* I’m not aware of Brand X as a kitchen cleaner° I don’t think Brand X belongs in the kitchen Everyone’s entitled to my opinion, so if I don’t like something I will say so I tend to stick with brands/products I’m comfortable with, and it’s difficult to break from my routine* I’m not used to seeing Scrubbing Bubbles in the APC section of the aisle° Brand X is not any better than what I used to use* IPSOS* | MRI** | MB° | ASI‡ CPR OUTPUT PROVIDES RIGOR TO THE CONSUMER JOURNEY
I love the feeling of a thoroughly clean kitchen, I just wish it was easier I can’t wait to tell people about my new kitchen cleaning ally Whoa! It really did work better on grease, now I’ll use it on all my kitchen messes I’m buying Scrubbing Bubbles for my kitchen because it does everything my APC does, and it’s better on grease Brand X now has a kitchen cleaner that’s works harder than my APC, especially on tougher jobs I enjoy preparing food for my family, and even though cleaning up is a hassle I love the feeling of a “kitchen reset” I’m willing to try new products especially the ones that offer simpler cleaning solutions* My current way of cleaning grease and tougher jobs requires a lot of effort but need to get done* If a product is made by a company I trust, I’ll buy it** I’m more likely to buy cleaning solutions that save me time* I clean my kitchen more frequently because it’s the center of my house I really enjoy cooking and trying new recipes** I’m sought out by my friends for recommendations on products* I believe my current cleaner kills germs, and is OK on grease* I’m not aware of Brand X as a kitchen cleaner° I tend to stick with brands/products I’m comfortable with, and it’s difficult to break from my routine* I don’t think Brand X belongs in the kitchen Everyone’s entitled to my opinion, so if I don’t like something I will say so I’m not used to seeing Scrubbing Bubbles in the APC section of the aisle° Brand X is not any better than what I used to use* CPR OUTPUT HELPS PRIORITIZE THE CHANNEL PALETTE
TRANSMEDIA STRATEGY 2 C O N N E C T
The most effective experiences cause people to not only buy your product, but also to buy into your brand. T RA N S M E D I A ST RATEGY
Finding balance will lead to experiences that give people reason to commit to the brand BUY INTO THE BRAND BUY THE PRODUCT T RA N S M E D I A ST RATEGY CONSUMER BENEFIT
We typically put a lot of media weight on hard-working, mass-reach assets CONSUMER BENEFIT BUY INTO THE BRAND BUY THE PRODUCTT RA N S M E D I A ST RATEGY
Finding balance will lead to valued experiences that give people reason to commit to the brand BUY INTO THE BRAND BUY THE PRODUCT T RA N S M E D I A ST RATEGY CONSUMER BENEFIT
T RA N S M E D I A ST RATEGY T H E P R E M I S E CREATING VALUE AND MEANING LEADS TO BRAND EXPERIENCES THAT SPREAD A “treatment” of the brand story focused on creating meaning and connection A tool for managing how the meaning of a brand is understood and communicated A distillation of key inputs in a succinct, action-oriented articulation gives clear direction and focus to cross-discipline teams
T RA N S M E D I A ST RATEGY T H E I N P U T S BRAND PURPOSE AUDIENCE INTERESTS EXPERIENTIAL VALUE
T RA N S M E D I A ST RATEGY Leveraging Brand Purpose yields actions consistent with the brand’s image, i.e. what it exists in the world to do. “The Big ideal” is critical for clearly defining the most relevant actions of a purpose-driven brand. B R A N D P U R P O S E
A U D I E N C E I N T E R E S T ST RA N S M E D I A ST RATEGY By committing to an understanding of the interests of your core audience, your content and experiences will have the highest probability of being shared, spread and discussed in the culture at large.
E X P E R I E N T I A L VA L U ET RA N S M E D I A ST RATEGY With increasing frequency, brands are expected to provide experiences that add value to people’s lives. “Experiential value” can be economic, convenience-focused, philanthropic, entertaining, etc.
T RA N S M E D I A ST RATEGY G E T T I N G S T A R T E D QUESTIONS... • What is the story you want to tell? • What is the story framework (i.e. the intended meaning of the story and the essential tools for communicating it)? • Who are the primary characters (e.g. the protagonist and antagonist)? • What are the sources of conflict? SUGGESTIONS... • Start with the end in mind. Think about what the future press release of your brand’s story will be. • Create the framework and keep in mind that it may not be explicitly articulated but intuitively understood. • There are multiple sources of conflict, but internal conflict is the key to emotional connection with the audience. • Listen. Adapt. Build.
CONTE NT AMPLIFICATION 3 A M P L I F Y
Neo@ Ogilvy | Proprietary & Confidential We are conductors, not composers 43
BIGIDEA INSPIRE CREATIVES AND CLIENTS TO LOOK THROUGH NEW MEDIA LENSES AMPLIFY IDEAS TO MAKE DEEPER BRAND STORIES AND EXPERIENCES& CONTENT AMPLIFICATI ON
WHY IS THIS BRIEF HERE? We need a campaign for 2014 that shatters category norms - that provokes a response - that gives a POV - that forces people to take a side. We need an idea that works with media vehicles including and beyond TV (think: radio, OOH, digital, social, mobile). We need creative work that makes more noise and creates more conversation in a highly competitive category where we are outspent and less known. WHAT IS THE OBJECTIVE? Build awareness by distinguishing Pinnacle Vodka as the brand that dares you to explore a more flavor-filled world where we take ourselves a lot less seriously and have a lot more fun doing so. WHAT IS THE BRAND PROMISE? At Pinnacle, we stretch the boundaries of our imagination to create more fantastic flavors than any other spirit. But the one flavor we are most proud of is our original – the premium vodka offered at a not-so premium price. WHO ARE WE TRYING TO INFLUENCE? We want to connect with wide-eyed explorers (LDA - 29 yr. old men and women): • They have an unapologetically experimental mindset. • They know experimenting leads to more rewarding experiences. • They’re spontaneous and always on the lookout for the next thrill – just like our brand. • They’d rather play Truth AND Dare. • They tend to drink more than others when playing “Never have I ever...” • They’d rather spin the bottle than admire its fancy label. WHAT IS THE BRAND STRATEGY? The Pursuit of Irresistible Fun The vodka category is full of expected pretenses – it’s portrayed with either over-the-top luxury or over-sensationalized nightlife scenarios. Pinnacle Vodka stands apart from them by showing there’s nothing real about that. We support the pursuit of irresistible fun. We encourage discovery and embrace the unscripted. We raise a glass to those that fly in the face of convention – that dare to experiment with something new – that believe it’s the unchartered path that takes you to an elevated state. WHAT ARE WE TRYING TO CONVEY? Dare to experiment. Dare to discover. Dare to taste a new flavor of fun. WHAT IS OUR VOICE? Pinnacle exists outside the lines of the spirits category by daring you to discover and explore the bar of infinite possibilities. The brand is always up for anything, with anyone, at any time. The Pinnacle brand of fun... 2014 PINNACLE CREATIVE BRIEF IS... Spontaneous Irreverent Experimental Unscripted Sexy Inclusive IS NOT... Expected Traditional Expensive Staged Dirty Elite DARE TO EXPERIMENT WHAT ARE THE MANDATORIES AND CONSIDERATIONS? • Set us apart from conventional category usage occasions like night clubs, clinking cheers, etc. • We want to stand out from not only the vodka category but the spirits category. • Our work needs to ensure that Pinnacle is the catalyst to fun that gets your night started and keeps it going . • We can’t just sell fun, we need to sell Pinnacle. WHAT ABOUT THE COMPETITION? We need work that breaks free and looks and feels different from our competitors. This is a must. Take a look at their latest work by clicking the links below: Smirnoff Absolut Svedka Skyy Ciroc UV Grey Goose Ketel One INSPIRATION Within the category... Southern Comfort | Whatever’s Comfortable Dos Equis | Most Interesting Man in the World Heineken | The Entrance Outside the category... Cosmopolitan Hotel in Las Vegas | Just the Right Amount of Wrong Diesel | Be Stupid Ray Ban | Never Hide 5 REASONS TO GET EXCITED ABOUT DIGITAL, SOCIAL + MOBILE 1) Wide-Eyed Digital Natives - Our wide-eyed explorers are lifelong digital natives 2) Sharing The Night - Posting and pinning is the new scrapbooking 3) We’ve Got Fans - We’ve got a disproportionate share of them online 4) High Engagement - They are engaging with what we’re doing in the social space 5) Eclipsing the Competition - Despite our relative size, we are more social than our competitive set WHAT IS OUR MEASURE OF SUCCESS? Increase awareness among our target by 5 points Testing criteria: Awareness = Branding + Enjoyment + Engagement AGENCY AND CLIENT LEADS CREATIVE LEAD STRATEGY LEAD ACCOUNT LEAD CLIENT LEAD Joe Sciarrotta / Donna Charlton-Perrin John Manley Becky Getz / Katie Wesch Deb Boyda / Jason Dolenga HYPERLINKED INSPIRATION PAGE OF THE BRIEF LETS CREATIVES EXPLORE INNOVATION IN THE CATEGORY AND BEYOND CONTENT AMPLIFICATI ON INSPIRE CREATIVES AND CLIENTS TO LOOK THROUGH NEW MEDIA LENSES
BIGIDEABIGIDEACONTENT AMPLIFICATI ON VALUE-BASED EXPERIENCES TRUMP MEDIA IMPRESSIONS
CONTENT AMPLIFICATI ON VALUE-BASED EXPERIENCES TRUMP MEDIA IMPRESSIONS
CONTENT AMPLIFICATI ON VALUE-BASED EXPERIENCES TRUMP MEDIA IMPRESSIONS
build roll out what the vision can do in more specific ways Consumer Audience Medtronic leads the way to a promising future of comprehensive solutions. HCP / ITL Audience Medtronic makes it easier to treat patients and help them achieve better outcomes. Print Ad Medtronic Diabetes Site Print Ad VIRTUAL PANCREAS | A LIFE WITHOUT LIMITS The Virtual Pancreas is the discovery of proven breakthroughs in diabetes technology and the creation of a global support community with a common goal – to empower people with diabetes to live a life without limits. Proof Point: Medtronic VEO (530G) consumer + HCP audiences Sales Collateral Online Display Ads Trade Shows / Events Owned Media Earned Media Paid Media Social / PR launch Announce the virtual pancreas vision to the public in a bold way Newspaper / Trade Ad INTRODUCING THE VIRTUAL PANCREAS At Medtronic, we have a history of introducing breakthrough diabetes technologies on the path to the artificial pancreas. Today, we define a new vision that will change how people around the world approach diabetes management. We call it the Virtual Pancreas. Site Takeovers Medtronic Diabetes Site Brochures / Pamphlets Internal, Influencer, Consumer, caregiver, HCP and Investor Audiences PR / Social seed SEED introduction WITHin Medtronic AND WITH influencers internal + influencer audiences Internal Comms INTRODUCING THE VIRTUAL PANCREAS At Medtronic, we have a history of introducing breakthrough diabetes technologies on the path to the artificial pancreas. Today, we define a new vision that will change how people around the world approach diabetes management. We call it the Virtual Pancreas. Sizzle Film PR / Blog Outreach Medtronic Diabetes Site Press Packet Influencer Audience Medtronic leads the way to a promising future of comprehensive solutions that empower people with diabetes to live a life without limits. Internal Audience Our daily work and collective actions make a difference. Together, we empower people with diabetes to live a life without limits. Sponsored Content Trade Shows / Events Search virtual pancreas strategic rollout plan Sizzle Film Sizzle Film 49
MEDIA PHASE AUDIENCE objective Strategy PERCENT TOTAL PR / Blog Outreach SEED Influencers Educate select industry influencers about the advancements of VP to facilitate knowledge sharing Generate buzz about VP with targeted newsmakers and conversation starters 10% $200,000 Newspaper / Trade Ad LAUNCH Internal Influencers Consumers Caregivers HCPs Investors Educate influencers, healthcare professionals and investors about the break-though advancements of VP Declare the dawn of a new day in diabetes treatment through a major newsworthy advancement 10% $200,000 PR / Social LAUNCH Internal Influencers Consumers Caregivers HCPs Investors Create and spread compelling content designed to activate people around VP through meaningful dialogue Galvanize the Medtronic Facebook fan- base and other Facebook communities related to diabetes 15% $300,000 Sponsored Content LAUNCH Internal Influencers Consumers Caregivers HCPs Investors Identify key digital publications with sponsored content environments for editorial copy about VP For some audiences, such an announcement deserves more information in editorial form 5% $100,000 Media Takeovers LAUNCH Internal Influencers Consumers Caregivers HCPs Investors Raise awareness and drive traffic to VP.com in targeted, contextually relevant sites like WebMD and MayoClinic.com Declare the dawn of a new day in diabetes treatment through a major newsworthy advancement 5% $100,000 Display Ad BUILD Consumers Caregivers HCPs Raise awareness of VP and drive traffic to VP.com in targeted, contextually relevant sites like WebMD and MayoClinic Introduce the VP on sites where people seek medical expertise and news of advancements 10% $200,000 Print Ad BUILD Consumers Caregivers HCPs Raise awareness of VP and drive traffic to VP.com in targeted, contextually relevant magazines and publications Introduce the VP in publications where people seek medical expertise and news of advancements 25% $500,000 PR / Social BUILD Consumers Caregivers HCPs Create and spread compelling content designed to activate people around VP through meaningful dialogue Galvanize the Medtronic Facebook fan- base and other Facebook communities related to diabetes 10% $200,000 Search BUILD Consumers Caregivers HCPs Be at the top of search results on Google and Bing related to diabetes News of the Virtual Pancreas should be easy to find by those seeking out info about diabetes 10% $200,000 CAVEAT: Media estimates have not been verified nor negotiated. This chart is intended for strategic direction only.CAVEAT: Media estimates have not been verified nor negotiated. This chart is intended for strategic direction only.CAVEAT: Media estimates have not been verified nor negotiated. This chart is intended for strategic direction only.CAVEAT: Media estimates have not been verified nor negotiated. This chart is intended for strategic direction only.CAVEAT: Media estimates have not been verified nor negotiated. This chart is intended for strategic direction only. 100% $2,000,000 50 virtual pancreas strategic rollout plan
NEW MEDIA ADOPTION 4 I N N O VA T E
L E A N I N G I N T O T H E N E X T N E W T H I N G Apply a strategic vision to the wild, ever-evolving world of marketing, media and advertising Cultivate an environment of insatiable curiosity among clients and agency teams alike Implement test-and-learn initiatives focused on next generation communications platforms NE W MEDIA AD O PTION
O B L I G A T O R Y R E C A P CO N S U M E R PATTERN RECO GNITION T RA N S M E D I A STRATEGY CONTENT AMPLIFICATION N EW MED IA ADO PT I ON
THANK YOU
&

More Related Content

PDF
The 2015/2016 Strategist Survey Report
byHeather LeFevre
 
PPT
[Eng] The use of consumer insight in Advertising: from classic Advertising to...
bygiulio bonini
 
PDF
How To Do Propagation Planning
byGriffin Farley
 
PDF
Connections Planningness
byJason Oke
 
PDF
planning at a glance
byNick Smatt
 
PDF
JCMK - Strategic Planning Portfolio
byJean-Claude M. Kikongi
 
PDF
Creative Re:Brief. A New Creative Brief For A New World
byRobert Graup
 
PDF
Building A Brand Foundation
byMM Brand Agency
 
The 2015/2016 Strategist Survey Report
byHeather LeFevre
 
[Eng] The use of consumer insight in Advertising: from classic Advertising to...
bygiulio bonini
 
How To Do Propagation Planning
byGriffin Farley
 
Connections Planningness
byJason Oke
 
planning at a glance
byNick Smatt
 
JCMK - Strategic Planning Portfolio
byJean-Claude M. Kikongi
 
Creative Re:Brief. A New Creative Brief For A New World
byRobert Graup
 
Building A Brand Foundation
byMM Brand Agency
 

What's hot

PPTX
Connections Planning: what and why it matters
byRobin Hassan
 
PDF
Christmas - Comms With A Plan
byConstantijn Baarendse
 
PDF
60 Minute Brand Strategist: Extended and updated hard cover NOW available.
byIdris Mootee
 
PDF
What is Comms Planning?
byJulian Cole
 
PPTX
Business Strategy + Brand Strategy
byVCU Brandcenter
 
PPTX
A Plea for brand and comms planners to work better together
byNina Hensarling
 
PDF
Creative Planning @ Miami Ad School
byThe Planning Lab
 
PDF
Brand Planning for Clients
byGriffin Farley
 
PPTX
Bbdo big idea_today
byLeslie Turley
 
PDF
Be Distinctive, Not Different
byPercolate
 
PDF
Disruption® visma solutions_tbwa_kallekanerva
byio_Works
 
PDF
Brand Masterclass Week One
byIdris Mootee
 
PDF
How to write a killer agency creative brief
byDavid Bell
 
PDF
What is Comms Planning?
byVCU Brandcenter
 
PDF
Yummy digital plan
byYanuar Risky
 
PDF
A Planner's Playbook - Everything I learned about planning at Miami Ad School...
bySytse Kooistra
 
PDF
The big ideaL: Ogilvy's framework for giving brands a purpose
byOgilvy
 
PDF
Social Media Marketing Trends 2022 // The Global Indie Insights
byKurio // The Social Media Age(ncy)
 
PDF
Digital Strategy Toolbox 2014
byJulian Cole
 
PDF
SxSW 2013: Behavior Change as Value Proposition
byChris Risdon
 
Connections Planning: what and why it matters
byRobin Hassan
 
Christmas - Comms With A Plan
byConstantijn Baarendse
 
60 Minute Brand Strategist: Extended and updated hard cover NOW available.
byIdris Mootee
 
What is Comms Planning?
byJulian Cole
 
Business Strategy + Brand Strategy
byVCU Brandcenter
 
A Plea for brand and comms planners to work better together
byNina Hensarling
 
Creative Planning @ Miami Ad School
byThe Planning Lab
 
Brand Planning for Clients
byGriffin Farley
 
Bbdo big idea_today
byLeslie Turley
 
Be Distinctive, Not Different
byPercolate
 
Disruption® visma solutions_tbwa_kallekanerva
byio_Works
 
Brand Masterclass Week One
byIdris Mootee
 
How to write a killer agency creative brief
byDavid Bell
 
What is Comms Planning?
byVCU Brandcenter
 
Yummy digital plan
byYanuar Risky
 
A Planner's Playbook - Everything I learned about planning at Miami Ad School...
bySytse Kooistra
 
The big ideaL: Ogilvy's framework for giving brands a purpose
byOgilvy
 
Social Media Marketing Trends 2022 // The Global Indie Insights
byKurio // The Social Media Age(ncy)
 
Digital Strategy Toolbox 2014
byJulian Cole
 
SxSW 2013: Behavior Change as Value Proposition
byChris Risdon
 

Viewers also liked

PDF
Brand Experience Planning
byJohn W. Manley
 
PDF
Brand Archetype | An Introduction + Overview
byJohn W. Manley
 
PDF
Declare Your Minor
byJohn W. Manley
 
PDF
Stopping the Dropout
byJohn W. Manley
 
PDF
Decoding Resurgent Pride in American Origin
byJohn W. Manley
 
PDF
Strategic Planning In Advertising
byGriffin Farley
 
PDF
Sparking Brand Reappraisal
byJohn W. Manley
 
PDF
Brand Experience Design
byStudio Science
 
DOC
Connection Planners
byHeather LeFevre
 
PPSX
Brand Comm. Plan for brand "iftekhar"
bySelf Employed
 
PPTX
The Fools Guide To Scoping Comms Planning In India
bygirishahuja
 
PDF
Comm plan-ebook
byNew Generation Marketing
 
PDF
Framework for Modern Marketers - @nFusion
bynFusion
 
PDF
Nissan Cube Marketing Proposal
byguest23d939c5
 
PPTX
Advertisment
bymartaceballos606
 
PPTX
Succeeding In Today's Multi-Channel Environment!
byFirst The Trousers Then The Shoes Inc.
 
PPT
Women\'s Professional Soccer Campaign
bypetermulally
 
PDF
Positioning roulette - What's your brand story?
byFirst The Trousers Then The Shoes Inc.
 
PDF
Campaign Proposal - UnExpected
byjewellynnz
 
PDF
What every marketer should know about today’s moms, 5.2014
byFirst The Trousers Then The Shoes Inc.
 
Brand Experience Planning
byJohn W. Manley
 
Brand Archetype | An Introduction + Overview
byJohn W. Manley
 
Declare Your Minor
byJohn W. Manley
 
Stopping the Dropout
byJohn W. Manley
 
Decoding Resurgent Pride in American Origin
byJohn W. Manley
 
Strategic Planning In Advertising
byGriffin Farley
 
Sparking Brand Reappraisal
byJohn W. Manley
 
Brand Experience Design
byStudio Science
 
Connection Planners
byHeather LeFevre
 
Brand Comm. Plan for brand "iftekhar"
bySelf Employed
 
The Fools Guide To Scoping Comms Planning In India
bygirishahuja
 
Comm plan-ebook
byNew Generation Marketing
 
Framework for Modern Marketers - @nFusion
bynFusion
 
Nissan Cube Marketing Proposal
byguest23d939c5
 
Advertisment
bymartaceballos606
 
Succeeding In Today's Multi-Channel Environment!
byFirst The Trousers Then The Shoes Inc.
 
Women\'s Professional Soccer Campaign
bypetermulally
 
Positioning roulette - What's your brand story?
byFirst The Trousers Then The Shoes Inc.
 
Campaign Proposal - UnExpected
byjewellynnz
 
What every marketer should know about today’s moms, 5.2014
byFirst The Trousers Then The Shoes Inc.
 

Similar to Connections Planning

PDF
6 Differentiating Marketplace11 24 08
byPeer Resource Group
 
PDF
6 Differentiating Marketplace11 24 08
byPeer Resource Group
 
PPTX
Simon Dang 2011 Baruch College Zicklin School of Business - Internet Marketi...
bySimon Dang
 
PPTX
Personas with Personality
byBrightEdge
 
PPTX
Introduction
byNoraGravity
 
PDF
Introduction to web design and development. It covers user design, user exper...
bytamrat20
 
PDF
15 hebs digital_white_paper_dynamic_content_personalization_compressed
byZsuzsanna Albrecht
 
PPTX
My marketing thought process
byBala Vishal
 
PDF
Jerry Smith - Continuous Commerce
byTran Thanh Tan
 
PDF
Bio & Portfolio
byamberbonner
 
PPTX
7 Things You Need for a Business Website Oct-2015
bySleek Marketing University
 
PDF
Ereputation 2011
byNicolas Tsaknakis
 
PDF
Ereputation Theartofwar2011
byNicolas Tsaknakis
 
PPTX
Putting the Person into Personalization: Identifying audiences and their reac...
byOptimizely
 
PDF
Advertising Portfolio + Strategic Planner
byrogi9
 
PDF
Experience Optimization is a Party
byISITE Design is now Connective DX
 
PDF
UofC Digital Marketing Lecture 2
byJohn Hutchings
 
PDF
Digital Marketing for Startups
byEmily Reeves Dean
 
PPTX
Case Studies
byNoraGravity
 
PPTX
6 steps to create a data-driven content strategy
bySmart Insights
 
6 Differentiating Marketplace11 24 08
byPeer Resource Group
 
6 Differentiating Marketplace11 24 08
byPeer Resource Group
 
Simon Dang 2011 Baruch College Zicklin School of Business - Internet Marketi...
bySimon Dang
 
Personas with Personality
byBrightEdge
 
Introduction
byNoraGravity
 
Introduction to web design and development. It covers user design, user exper...
bytamrat20
 
15 hebs digital_white_paper_dynamic_content_personalization_compressed
byZsuzsanna Albrecht
 
My marketing thought process
byBala Vishal
 
Jerry Smith - Continuous Commerce
byTran Thanh Tan
 
Bio & Portfolio
byamberbonner
 
7 Things You Need for a Business Website Oct-2015
bySleek Marketing University
 
Ereputation 2011
byNicolas Tsaknakis
 
Ereputation Theartofwar2011
byNicolas Tsaknakis
 
Putting the Person into Personalization: Identifying audiences and their reac...
byOptimizely
 
Advertising Portfolio + Strategic Planner
byrogi9
 
Experience Optimization is a Party
byISITE Design is now Connective DX
 
UofC Digital Marketing Lecture 2
byJohn Hutchings
 
Digital Marketing for Startups
byEmily Reeves Dean
 
Case Studies
byNoraGravity
 
6 steps to create a data-driven content strategy
bySmart Insights
 

Recently uploaded

PDF
biosecuritymeasuresinshrimpfarming-190830124902.pdf
byNeospark
 
PDF
Muleko Security Services Company Profile
bymulekoservices66
 
PDF
KC ADDY Winner: SUPER Book Design KT JCCC
byBradyNetzel
 
DOCX
Tips for Buying Verified Zelle Accounts in the United States Safely.docx
byhttps://pvaallshop.com/product/buy-old-gmail-accounts/
 
PPTX
Affiliate Summit West - Lily Ray Keynote 2026
byLily Ray
 
PDF
The AI Recall & Trust Engineering Sprint
byPulp Strategy
 
PPTX
BRAND STORIES & STORYTELLING LESSON - INTERACTIVE
byGregMcMaster1
 
PPTX
What Is a Consumer Database and How Do Businesses Use It.pptx
byAny Data - Database Marketing Solutions
 
PDF
Purchase Twitter Accounts with Full Access and Secure Setup.pdf
bytopusapro.com
 
PPTX
A First Look at 2026: Leveraging AI to Boost Lead Handling and Drive Better R...
bySearch Engine Journal
 
PDF
Complete Guide to Setting Up Your Skrill Account Securely.pdf
byTopusapro.com
 
PDF
Top 10 Places to Buy Verified PayPal Accounts.pdf
byhttps://pvaallshop.com/product/buy-verified-paypal-accounts/
 
PDF
06 Best Sites to Buy Apple ID Accounts Safely and Reliably in 2026.pdf
byxyzitmart
 
PPTX
AEO_Digital_Marketing_Colored_PPT.pptx marketing strategies.
bydigitalcreate74
 
PDF
Latest SEO Trends Followed by Top SEO Agencies in Noida - Manojnegi.in.pdf
byManojNegi
 
PPT
Michael Porter's six factor model: Dr. Gopal Thapa
byTribhuvan University
 
PPTX
Data Sovereignty: Driving High ROI in a Privacy-First Ad Landscape
byfqkonae
 
PDF
How-to-Make-Your-Site-Instantly-More-Trustable.pdf
byDusan Byteout
 
PDF
FXDIG.COM SOCIAL Online Earning Platform
bybtcmattrix
 
PDF
KC ADDY Winner: Vespa Campaign Brand Identity Campaign
byBradyNetzel
 
biosecuritymeasuresinshrimpfarming-190830124902.pdf
byNeospark
 
Muleko Security Services Company Profile
bymulekoservices66
 
KC ADDY Winner: SUPER Book Design KT JCCC
byBradyNetzel
 
Tips for Buying Verified Zelle Accounts in the United States Safely.docx
byhttps://pvaallshop.com/product/buy-old-gmail-accounts/
 
Affiliate Summit West - Lily Ray Keynote 2026
byLily Ray
 
The AI Recall & Trust Engineering Sprint
byPulp Strategy
 
BRAND STORIES & STORYTELLING LESSON - INTERACTIVE
byGregMcMaster1
 
What Is a Consumer Database and How Do Businesses Use It.pptx
byAny Data - Database Marketing Solutions
 
Purchase Twitter Accounts with Full Access and Secure Setup.pdf
bytopusapro.com
 
A First Look at 2026: Leveraging AI to Boost Lead Handling and Drive Better R...
bySearch Engine Journal
 
Complete Guide to Setting Up Your Skrill Account Securely.pdf
byTopusapro.com
 
Top 10 Places to Buy Verified PayPal Accounts.pdf
byhttps://pvaallshop.com/product/buy-verified-paypal-accounts/
 
06 Best Sites to Buy Apple ID Accounts Safely and Reliably in 2026.pdf
byxyzitmart
 
AEO_Digital_Marketing_Colored_PPT.pptx marketing strategies.
bydigitalcreate74
 
Latest SEO Trends Followed by Top SEO Agencies in Noida - Manojnegi.in.pdf
byManojNegi
 
Michael Porter's six factor model: Dr. Gopal Thapa
byTribhuvan University
 
Data Sovereignty: Driving High ROI in a Privacy-First Ad Landscape
byfqkonae
 
How-to-Make-Your-Site-Instantly-More-Trustable.pdf
byDusan Byteout
 
FXDIG.COM SOCIAL Online Earning Platform
bybtcmattrix
 
KC ADDY Winner: Vespa Campaign Brand Identity Campaign
byBradyNetzel
 

Connections Planning

  • 1.
    C O NN E C T I O N S P L A N N I N G JOHN W. MANLEY PARTNER, EXECUTIVE GROUP PLANNING DIRECTOR OGILVY CHICAGO
  • 2.
    2005 2006 20072008 2009 2010 2011 2012 VP, Consumer Context Planning DirectorVP, Consumer Context Planning DirectorVP, Consumer Context Planning Director Brand Experience Planning & Adjunct ProfessorBrand Experience Planning & Adjunct ProfessorBrand Experience Planning & Adjunct ProfessorBrand Experience Planning & Adjunct ProfessorBrand Experience Planning & Adjunct Professor RELEVANT EXPERIENCE
  • 3.
  • 4.
    ANYTHING FROM THELATE GRIFFIN FARLEY ON SLIDESHARE SOME AMAZING THINKING ON THE SUBJECT CONNECTIONS PLANNINGNESS BY GARETH KAY AND JASON OKE
  • 5.
    A WORTHY ROLEWITH A BRANDING PROBLEM Communications Planning = Too media focused Experience Planning = Too digitally focused Context Planning = Too esoteric Channel Planning = Too tactical Connections Planning = The least bad option
  • 6.
    CONNECTIONS PLANNING CONUNDRUM Connectionsplanning should be a core planning skill rather than a separate discipline But it must be cultivated as a discipline before it can become a skill The lack of a widespread, sustained cultivation of the discipline has led to a dearth of talent and product development
  • 7.
    “Finding a connectionsplanner is like finding a unicorn”
  • 8.
  • 9.
    TODAY’S PLANNER NEEDSTO EMBRACE THE POWER OF & BRAND & BUSINESS & CONNECTIONS & ANALYTICS & DIGITAL & SOCIAL &
  • 10.
  • 11.
    EVERY COMMUNICATION SHOULDBE THOUGHT OF AS A CONTRIBUTION TO THE COMPLEX SYMBOL WHICH IS THE BRAND IMAGE - DAVID OGILVY
  • 12.
    W H Y Webelieve that smarter brand experiences lead to stronger human connections and reflect a more attractive brand image W H A T We are a team of experience architects that help design, build and optimize brand narratives in unified, relevant ways H O W We create connective tissue before, during and after a big idea is generated to amplify and maximize its impact T H E V I S I O N
  • 13.
  • 14.
    C O RE C A P A B I L I T I E S CO N S U M E R PATTERN RECO GNITION T RA N S M E D I A STRATEGY CONTENT AMPLIFICATION N EW MED IA ADO PT I ON 1 E X A M I N E 2 C O N N E C T 3 A M P L I F Y 4 I N N O VA T E
  • 15.
  • 16.
    THE MISSIO N Identifyattitudinal patterns among existing consumers in order to drive behavior among new prospects who with a shared mindset Unearth insights that better inform how to communicate and connect with high potential targets Connect with those who share similar patterns with a greater degree of confidence CO N S U M E R PAT TERN RECOGNI T I O N
  • 17.
    LINKING BEST OFBREED RESOURCES WIDENS THE CONSUMER APERTURE CO N S U M E R PAT TERN RECOGNI T I O N
  • 18.
    DEMOGRAPHICS Gender | Age| HHI Marital Status | Kids Ethnicity | Region MINDSET Attitudes | Values | Shopping Preferences | Cultural Patterns CONNECTIVITY Likes/Dislikes | Media Consumption & Receptivity | TechnographicsCPR PROFILES YIELD HOLISTIC BENEFITS CO N S U M E R PAT TERN RECOGNI T I O N
  • 19.
    A DEEPER LOOKAT ATTITUDINAL SEGMENTS Laura Quick & Convenient Cleaner Melissa Cleaning Routinist Susan Cleaning is Nirvana Amanda Time-Pressured Appearance Cleaner
  • 20.
    Cleaning Avoiders 21% Time-Pressured AppearanceCleaners 15% Quick & Convenient Cleaners 24% Cleaning is Nirvana 19% Cleaning Routinists 21% Looks for new and different cleaning products, and willing to spend more on cleaning products that she feels are the best. Ipsos Segmentation Study 2011 C O N S U M E R PAT T E R N R E C O G N I T I O N Melissa Cleaning Routinist
  • 21.
    MRI 2012 Doublebase,Indexed against adults CPR PROFILE Projected Population: 34.5MM Sticks to her Routine: Routines simplify her busy life [STRONGLY AGREE] I am so busy, I often can't finish everything I need to in a day OR I purchase products to help organize my life OR I prefer a set routine in my daily life OR Keeping a neat, organized home is a top priority for me OR [DISAGREE] I seek out variety in my everyday life & Quality Control: Looks for quality over price [STRONGLY AGREE] I am typically willing to pay more for high-quality items OR I buy based on quality, not price OR When I find a brand I like, I stick to it OR If a product is made by a company I trust, I’ll buy it even if it is slightly more expensive & Trend Adopter + Setter [STRONGLY AGREE] I'm always one of first of my friends to try new products/services OR People often come to me for advice before making a purchase OR Curiosity - Wanting to explore and learn about new things & Family Oriented: Her friends and family are very important to her and taking care of them is a top priority [STRONGLY AGREE] Protecting the family - Having safety for loved ones OR Helpfulness - Making the effort to assist others OR Friendship - Having close, supportive friends OR Spending time with my family is my top priority & Home Pride: The appearance of her home is a reflection of herself [STRONGLY AGREE] How a personal care or household product smells is very important to me OR I enjoy showing off my home to guests OR My home is an expression of my personal style OR I like to give the impression that my life is under control OR I smell personal care and household products in the store before I buy them C O N S U M E R PAT T E R N R E C O G N I T I O N Melissa Cleaning Routinist
  • 22.
    HOUSEHOLD INCOME $50K+ (51%) white blackhispanic asian 3% 14%15% 73% PRINCIPLE SHOPPER ETHNICITY LARGEST AGE BREAK 30-44 years (29%) female 73% EDUCATION some college (20%) MARITAL STATUS married (50%) # OF KIDS 1-2 (29%) male 27% WORK STATUS employed (57%) 97 127 100 DEMOGRAPHICS 95 PROJECTED POPULATION 34,464,000 U.S. ADULT POPULATION 15% C O N S U M E R PAT T E R N R E C O G N I T I O N Melissa Cleaning Routinist MRI 2012 Doublebase, Indexed against adults
  • 23.
    ATTITUDES +VALUES ENTHUSIASTIC EXTROVERT Melissa greatlyvalues her friendships, and she is an active, outgoing member of her social circle. She isn’t afraid to give her opinion to friends. STEADFAST TRADITIONALIST Melissa takes pride in her heritage, and she makes a point to pass down family and cultural traditions. A TRAINED EYE ON AESTHETICS Social status and outward appearance are very important to Melissa. She is conscious of her actions and how it affects the image she wishes to convey. EFFORTLESSLY IN CHARGE Melissa always wishes to maintain a sense of control in her life. Organization is essential, and it is something that comes rather easily. EPICURIOUS ARTISAN Melissa likes to express her creativity through culinary pursuits. She frequents culinary sites for new recipes to create. And she spends a lot of time watching the Cooking Channel and the Food Network. REASSURED SHOPPER Even though Melissa is image driven, she does not let others influence her purchase decisions. C O N S U M E R PAT T E R N R E C O G N I T I O N Melissa Cleaning Routinist MRI 2012 Doublebase, Indexed against adults
  • 24.
    1 2 3 4 5 TV MAGAZINE INTERNETRADIO MOBILE OOH 117 103 100 102 109 118CONTENT OMNIVORE 1 2 3 4 5 MRI MEDIA QUINTILES 1 (Heavy Usage) 5 (Light Usage) C O N S U M E R PAT T E R N R E C O G N I T I O N Melissa Cleaning Routinist MRI 2012 Doublebase, Indexed against adults
  • 25.
    Top 5 MagazineGenres 1. Babies 135 2. Bridal 132 3. Parenthood 131 4. Epicurean 129 5. Women 129 Top 10 TV Networks 1. Cooking Channel 136 2. Oxygen 131 3. OWN (Oprah Winfrey Network) 121 4. LMN (Lifetime Movie Network) 120 5. Lifetime 119 6. Hallmark Channel 118 7. Bravo 113 8. BET (Black Entertainment TV) 111 9. Food Network 108 10.HGTV (Home & Garden Television) 108 More likely to personally own a tablet or e-reader (106 index) Top Radio Genres 1. Gospel 128 2. Jack 111 3. Public 109 4. Soft Adult Contemporary 111 MEDIA FAVORITES C O N S U M E R PAT T E R N R E C O G N I T I O N Melissa Cleaning Routinist MRI 2012 Doublebase, Indexed against adults
  • 26.
    Top 10 InternetActivities 1. Looked for recipes online 123 2. Obtained childcare or parenting information online 113 3. Obtained medical information online 110 4. Shared photos through Internet website 107 5. Paid bills online 106 6. Visited a TV network or TV show's website online 105 7. Made a purchase for personal use online 104 8. Made personal or business travel plans online 103 9. Looked for employment online 103 10. Obtained financial information online 102 DIGITAL DETAILS C O N S U M E R PAT T E R N R E C O G N I T I O N Melissa Cleaning Routinist MRI 2012 Doublebase, Indexed against adults
  • 27.
    CONSIDERATIONS + IMPLICATIONS Consider connectingwith her cooking passions She looks for useful home therapy: caring tips, tricks and content that help her How do we gauge differentiation for each of the big 3 brands What need states pop for this segment High consumption of various media forms create multiple ways to connect in innovative ways Open to trying new methods and products She is a household goods maven so consider her for WOM opportunities She seeks the wisdom of girlfriends – looking at social sites as her ratings and reviews tool - both as a viewer and participant Consider opportunities with social sharing sites like Pinterest C O N S U M E R PAT T E R N R E C O G N I T I O N Melissa Cleaning Routinist MRI 2012 Doublebase, Indexed against adults
  • 28.
    L I NK I N G T OCO N S U M E R PAT TERN RECOGNI T I O N
  • 29.
    I enjoy preparingfood for my family, and even though cleaning up is a hassle I love the feeling of a “kitchen reset” I love the feeling of a thoroughly clean kitchen, I just wish it was easier I’m willing to try new products especially the ones that offer simpler cleaning solutions* I can’t wait to tell people about my new kitchen cleaning ally Whoa! It really did work better on grease, now I’ll use it on all my kitchen messes I’m buying Scrubbing Bubbles for my kitchen because it does everything my APC does, and it’s better on grease Brand X now has a kitchen cleaner that’s works harder than my APC, especially on tougher jobs My current way of cleaning grease and tougher jobs requires a lot of effort but need to get done* If a product is made by a company I trust, I’ll buy it** PRIMARY BARRIERS DESIRED RESPONSE PRIMARY DRIVERS O I’m more likely to buy cleaning solutions that save me time* I clean my kitchen more frequently because it’s the center of my house I really enjoy cooking and trying new recipes** I’m sought out by my friends for recommendations on products* I believe my current cleaner kills germs, and is OK on grease* I’m not aware of Brand X as a kitchen cleaner° I don’t think Brand X belongs in the kitchen Everyone’s entitled to my opinion, so if I don’t like something I will say so I tend to stick with brands/products I’m comfortable with, and it’s difficult to break from my routine* I’m not used to seeing Scrubbing Bubbles in the APC section of the aisle° Brand X is not any better than what I used to use* IPSOS* | MRI** | MB° | ASI‡ CPR OUTPUT PROVIDES RIGOR TO THE CONSUMER JOURNEY
  • 30.
    I love thefeeling of a thoroughly clean kitchen, I just wish it was easier I can’t wait to tell people about my new kitchen cleaning ally Whoa! It really did work better on grease, now I’ll use it on all my kitchen messes I’m buying Scrubbing Bubbles for my kitchen because it does everything my APC does, and it’s better on grease Brand X now has a kitchen cleaner that’s works harder than my APC, especially on tougher jobs I enjoy preparing food for my family, and even though cleaning up is a hassle I love the feeling of a “kitchen reset” I’m willing to try new products especially the ones that offer simpler cleaning solutions* My current way of cleaning grease and tougher jobs requires a lot of effort but need to get done* If a product is made by a company I trust, I’ll buy it** I’m more likely to buy cleaning solutions that save me time* I clean my kitchen more frequently because it’s the center of my house I really enjoy cooking and trying new recipes** I’m sought out by my friends for recommendations on products* I believe my current cleaner kills germs, and is OK on grease* I’m not aware of Brand X as a kitchen cleaner° I tend to stick with brands/products I’m comfortable with, and it’s difficult to break from my routine* I don’t think Brand X belongs in the kitchen Everyone’s entitled to my opinion, so if I don’t like something I will say so I’m not used to seeing Scrubbing Bubbles in the APC section of the aisle° Brand X is not any better than what I used to use* CPR OUTPUT HELPS PRIORITIZE THE CHANNEL PALETTE
  • 31.
  • 32.
    The most effectiveexperiences cause people to not only buy your product, but also to buy into your brand. T RA N S M E D I A ST RATEGY
  • 33.
    Finding balance willlead to experiences that give people reason to commit to the brand BUY INTO THE BRAND BUY THE PRODUCT T RA N S M E D I A ST RATEGY CONSUMER BENEFIT
  • 34.
    We typically puta lot of media weight on hard-working, mass-reach assets CONSUMER BENEFIT BUY INTO THE BRAND BUY THE PRODUCTT RA N S M E D I A ST RATEGY
  • 35.
    Finding balance willlead to valued experiences that give people reason to commit to the brand BUY INTO THE BRAND BUY THE PRODUCT T RA N S M E D I A ST RATEGY CONSUMER BENEFIT
  • 36.
    T RA NS M E D I A ST RATEGY T H E P R E M I S E CREATING VALUE AND MEANING LEADS TO BRAND EXPERIENCES THAT SPREAD A “treatment” of the brand story focused on creating meaning and connection A tool for managing how the meaning of a brand is understood and communicated A distillation of key inputs in a succinct, action-oriented articulation gives clear direction and focus to cross-discipline teams
  • 37.
    T RA NS M E D I A ST RATEGY T H E I N P U T S BRAND PURPOSE AUDIENCE INTERESTS EXPERIENTIAL VALUE
  • 38.
    T RA NS M E D I A ST RATEGY Leveraging Brand Purpose yields actions consistent with the brand’s image, i.e. what it exists in the world to do. “The Big ideal” is critical for clearly defining the most relevant actions of a purpose-driven brand. B R A N D P U R P O S E
  • 39.
    A U DI E N C E I N T E R E S T ST RA N S M E D I A ST RATEGY By committing to an understanding of the interests of your core audience, your content and experiences will have the highest probability of being shared, spread and discussed in the culture at large.
  • 40.
    E X PE R I E N T I A L VA L U ET RA N S M E D I A ST RATEGY With increasing frequency, brands are expected to provide experiences that add value to people’s lives. “Experiential value” can be economic, convenience-focused, philanthropic, entertaining, etc.
  • 41.
    T RA NS M E D I A ST RATEGY G E T T I N G S T A R T E D QUESTIONS... • What is the story you want to tell? • What is the story framework (i.e. the intended meaning of the story and the essential tools for communicating it)? • Who are the primary characters (e.g. the protagonist and antagonist)? • What are the sources of conflict? SUGGESTIONS... • Start with the end in mind. Think about what the future press release of your brand’s story will be. • Create the framework and keep in mind that it may not be explicitly articulated but intuitively understood. • There are multiple sources of conflict, but internal conflict is the key to emotional connection with the audience. • Listen. Adapt. Build.
  • 42.
  • 43.
    Neo@ Ogilvy |Proprietary & Confidential We are conductors, not composers 43
  • 44.
    BIGIDEA INSPIRE CREATIVES ANDCLIENTS TO LOOK THROUGH NEW MEDIA LENSES AMPLIFY IDEAS TO MAKE DEEPER BRAND STORIES AND EXPERIENCES& CONTENT AMPLIFICATI ON
  • 45.
    WHY IS THISBRIEF HERE? We need a campaign for 2014 that shatters category norms - that provokes a response - that gives a POV - that forces people to take a side. We need an idea that works with media vehicles including and beyond TV (think: radio, OOH, digital, social, mobile). We need creative work that makes more noise and creates more conversation in a highly competitive category where we are outspent and less known. WHAT IS THE OBJECTIVE? Build awareness by distinguishing Pinnacle Vodka as the brand that dares you to explore a more flavor-filled world where we take ourselves a lot less seriously and have a lot more fun doing so. WHAT IS THE BRAND PROMISE? At Pinnacle, we stretch the boundaries of our imagination to create more fantastic flavors than any other spirit. But the one flavor we are most proud of is our original – the premium vodka offered at a not-so premium price. WHO ARE WE TRYING TO INFLUENCE? We want to connect with wide-eyed explorers (LDA - 29 yr. old men and women): • They have an unapologetically experimental mindset. • They know experimenting leads to more rewarding experiences. • They’re spontaneous and always on the lookout for the next thrill – just like our brand. • They’d rather play Truth AND Dare. • They tend to drink more than others when playing “Never have I ever...” • They’d rather spin the bottle than admire its fancy label. WHAT IS THE BRAND STRATEGY? The Pursuit of Irresistible Fun The vodka category is full of expected pretenses – it’s portrayed with either over-the-top luxury or over-sensationalized nightlife scenarios. Pinnacle Vodka stands apart from them by showing there’s nothing real about that. We support the pursuit of irresistible fun. We encourage discovery and embrace the unscripted. We raise a glass to those that fly in the face of convention – that dare to experiment with something new – that believe it’s the unchartered path that takes you to an elevated state. WHAT ARE WE TRYING TO CONVEY? Dare to experiment. Dare to discover. Dare to taste a new flavor of fun. WHAT IS OUR VOICE? Pinnacle exists outside the lines of the spirits category by daring you to discover and explore the bar of infinite possibilities. The brand is always up for anything, with anyone, at any time. The Pinnacle brand of fun... 2014 PINNACLE CREATIVE BRIEF IS... Spontaneous Irreverent Experimental Unscripted Sexy Inclusive IS NOT... Expected Traditional Expensive Staged Dirty Elite DARE TO EXPERIMENT WHAT ARE THE MANDATORIES AND CONSIDERATIONS? • Set us apart from conventional category usage occasions like night clubs, clinking cheers, etc. • We want to stand out from not only the vodka category but the spirits category. • Our work needs to ensure that Pinnacle is the catalyst to fun that gets your night started and keeps it going . • We can’t just sell fun, we need to sell Pinnacle. WHAT ABOUT THE COMPETITION? We need work that breaks free and looks and feels different from our competitors. This is a must. Take a look at their latest work by clicking the links below: Smirnoff Absolut Svedka Skyy Ciroc UV Grey Goose Ketel One INSPIRATION Within the category... Southern Comfort | Whatever’s Comfortable Dos Equis | Most Interesting Man in the World Heineken | The Entrance Outside the category... Cosmopolitan Hotel in Las Vegas | Just the Right Amount of Wrong Diesel | Be Stupid Ray Ban | Never Hide 5 REASONS TO GET EXCITED ABOUT DIGITAL, SOCIAL + MOBILE 1) Wide-Eyed Digital Natives - Our wide-eyed explorers are lifelong digital natives 2) Sharing The Night - Posting and pinning is the new scrapbooking 3) We’ve Got Fans - We’ve got a disproportionate share of them online 4) High Engagement - They are engaging with what we’re doing in the social space 5) Eclipsing the Competition - Despite our relative size, we are more social than our competitive set WHAT IS OUR MEASURE OF SUCCESS? Increase awareness among our target by 5 points Testing criteria: Awareness = Branding + Enjoyment + Engagement AGENCY AND CLIENT LEADS CREATIVE LEAD STRATEGY LEAD ACCOUNT LEAD CLIENT LEAD Joe Sciarrotta / Donna Charlton-Perrin John Manley Becky Getz / Katie Wesch Deb Boyda / Jason Dolenga HYPERLINKED INSPIRATION PAGE OF THE BRIEF LETS CREATIVES EXPLORE INNOVATION IN THE CATEGORY AND BEYOND CONTENT AMPLIFICATI ON INSPIRE CREATIVES AND CLIENTS TO LOOK THROUGH NEW MEDIA LENSES
  • 46.
  • 47.
  • 48.
  • 49.
    build roll out whatthe vision can do in more specific ways Consumer Audience Medtronic leads the way to a promising future of comprehensive solutions. HCP / ITL Audience Medtronic makes it easier to treat patients and help them achieve better outcomes. Print Ad Medtronic Diabetes Site Print Ad VIRTUAL PANCREAS | A LIFE WITHOUT LIMITS The Virtual Pancreas is the discovery of proven breakthroughs in diabetes technology and the creation of a global support community with a common goal – to empower people with diabetes to live a life without limits. Proof Point: Medtronic VEO (530G) consumer + HCP audiences Sales Collateral Online Display Ads Trade Shows / Events Owned Media Earned Media Paid Media Social / PR launch Announce the virtual pancreas vision to the public in a bold way Newspaper / Trade Ad INTRODUCING THE VIRTUAL PANCREAS At Medtronic, we have a history of introducing breakthrough diabetes technologies on the path to the artificial pancreas. Today, we define a new vision that will change how people around the world approach diabetes management. We call it the Virtual Pancreas. Site Takeovers Medtronic Diabetes Site Brochures / Pamphlets Internal, Influencer, Consumer, caregiver, HCP and Investor Audiences PR / Social seed SEED introduction WITHin Medtronic AND WITH influencers internal + influencer audiences Internal Comms INTRODUCING THE VIRTUAL PANCREAS At Medtronic, we have a history of introducing breakthrough diabetes technologies on the path to the artificial pancreas. Today, we define a new vision that will change how people around the world approach diabetes management. We call it the Virtual Pancreas. Sizzle Film PR / Blog Outreach Medtronic Diabetes Site Press Packet Influencer Audience Medtronic leads the way to a promising future of comprehensive solutions that empower people with diabetes to live a life without limits. Internal Audience Our daily work and collective actions make a difference. Together, we empower people with diabetes to live a life without limits. Sponsored Content Trade Shows / Events Search virtual pancreas strategic rollout plan Sizzle Film Sizzle Film 49
  • 50.
    MEDIA PHASE AUDIENCEobjective Strategy PERCENT TOTAL PR / Blog Outreach SEED Influencers Educate select industry influencers about the advancements of VP to facilitate knowledge sharing Generate buzz about VP with targeted newsmakers and conversation starters 10% $200,000 Newspaper / Trade Ad LAUNCH Internal Influencers Consumers Caregivers HCPs Investors Educate influencers, healthcare professionals and investors about the break-though advancements of VP Declare the dawn of a new day in diabetes treatment through a major newsworthy advancement 10% $200,000 PR / Social LAUNCH Internal Influencers Consumers Caregivers HCPs Investors Create and spread compelling content designed to activate people around VP through meaningful dialogue Galvanize the Medtronic Facebook fan- base and other Facebook communities related to diabetes 15% $300,000 Sponsored Content LAUNCH Internal Influencers Consumers Caregivers HCPs Investors Identify key digital publications with sponsored content environments for editorial copy about VP For some audiences, such an announcement deserves more information in editorial form 5% $100,000 Media Takeovers LAUNCH Internal Influencers Consumers Caregivers HCPs Investors Raise awareness and drive traffic to VP.com in targeted, contextually relevant sites like WebMD and MayoClinic.com Declare the dawn of a new day in diabetes treatment through a major newsworthy advancement 5% $100,000 Display Ad BUILD Consumers Caregivers HCPs Raise awareness of VP and drive traffic to VP.com in targeted, contextually relevant sites like WebMD and MayoClinic Introduce the VP on sites where people seek medical expertise and news of advancements 10% $200,000 Print Ad BUILD Consumers Caregivers HCPs Raise awareness of VP and drive traffic to VP.com in targeted, contextually relevant magazines and publications Introduce the VP in publications where people seek medical expertise and news of advancements 25% $500,000 PR / Social BUILD Consumers Caregivers HCPs Create and spread compelling content designed to activate people around VP through meaningful dialogue Galvanize the Medtronic Facebook fan- base and other Facebook communities related to diabetes 10% $200,000 Search BUILD Consumers Caregivers HCPs Be at the top of search results on Google and Bing related to diabetes News of the Virtual Pancreas should be easy to find by those seeking out info about diabetes 10% $200,000 CAVEAT: Media estimates have not been verified nor negotiated. This chart is intended for strategic direction only.CAVEAT: Media estimates have not been verified nor negotiated. This chart is intended for strategic direction only.CAVEAT: Media estimates have not been verified nor negotiated. This chart is intended for strategic direction only.CAVEAT: Media estimates have not been verified nor negotiated. This chart is intended for strategic direction only.CAVEAT: Media estimates have not been verified nor negotiated. This chart is intended for strategic direction only. 100% $2,000,000 50 virtual pancreas strategic rollout plan
  • 51.
  • 52.
    L E AN I N G I N T O T H E N E X T N E W T H I N G Apply a strategic vision to the wild, ever-evolving world of marketing, media and advertising Cultivate an environment of insatiable curiosity among clients and agency teams alike Implement test-and-learn initiatives focused on next generation communications platforms NE W MEDIA AD O PTION
  • 53.
    O B LI G A T O R Y R E C A P CO N S U M E R PATTERN RECO GNITION T RA N S M E D I A STRATEGY CONTENT AMPLIFICATION N EW MED IA ADO PT I ON
  • 54.
  • 55.