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Miami Ad School
   Planning Bootcamp
    September 1 2009
       Leon Phang
Planning is like rolling a joint.




... there are many ways to do it.
I had a look at your curriculum and thought: ”what’s missing?”
And although it looks good, I think it’s highly focused on classical account planning - basically the
stuff that happens before the [change] brief.
Creative brief




Cause I really believe there are many challenges even after the briefing and that’s really what I’m
going to talk about...
It’s kind of like this... From a nice and linear path you’re suddenly in a big cloud... Or is it?
Creative planning


So for the next hour or so we’re gonna talk about this. Creative planning.
So, why is Creative planning important?
The thing is: there’s no real shortage of ”smart MBA people” in the world. And there’s no shortage of
creatives either.
”My attitude is that creativity might be a commodity.”




  http://www.huffingtonpost.com/jeremy-abelson/embrace-for-impact-alex-b_b_229160.html



Creativity might be a commodity says Alex Bogusky... So, the trick isn’t really to be really creative or
really strategic, but it’s really to combine the two.
Creatively                               Relevant +
                            inspiring                              Differentiating




I really believe that this is what advertising is all about, and that’s why Creative Planning is important.
The creative domain




          Wrong           Right




The rest of this presentation I’m going to talk about this: the creative domain, the area or arena which
the advertising will take place and some tools for filling it.
1
Get the basics right
                                                    (strategic planning)




Get the basics right OR strategic planning. It’s really important to get the basics right, because countless times I’ve seen
creative teams lost in the process when there’s no basic planning.
Industry/category insights



    If the consumer is trading down - is coffee/ tea protected by brand loyalty?
                                                                                                                                    The Recession Effect: Sweden
                                                                                                                                   Hypothesis
                                                                                                                                        New views on consumption may lead to an increase in sales of the retail chains own brands;

                                                                                                                                        Share of sales

                                                                                                                                     40


                                                                                                                                     30                 36
                                                                                                                                                                                         28
                                                                                                                                     20
                                                                                                                                                                                                                      20
                                                                                                                                     10                                                                                                                                             14
                                                                                                                                                                                                                                                          6
                                                                                                                                         0
                                                                                                                                             Household products Deep-frozen                                      Staples                          Sweets                         Beverages
                                                                                                                                             Retail chain’s own brand/ category                                                    Source: AC Nielsen June 2009


                                                                                                                                        Among all Nordic consumers, Swedes show the lowest intention to
                                                                                                                                        switch to cheaper grocery brands, even though overall intention has
   Source: BCG Consumer Sentiment Barometer, March 2009                                                                                 increased - from 21 % in October 2008, to 35 % in May 2009.




   Downturn pick-me-up: A Good Cup of Coffee or Tea                                                                                Consumption development: Sweden

                                                                                                                                                   Konsumtion av fil/yoghurt (liter/pers)
                                                                                                                                   39
    Coffee and tea may benefit by a downturn, from consumers who consider them to be a less                                        38
                                                                                                                                   37
    expensive alternative to other non-alcoholic beverages, such as soft drinks and juices. Coffee and                             36
                                                                                                                                   35
    tea are viewed by most consumers as necessary staples.                                                                         34
                                                                                                                                   33
                                                                                                    A similiar trend can           32
                                                                                                     be seen in Sweden;            31
                                                                                                                                   30
                                                                                                     ”Coffee and sweets            29
                                                                                                    seems to be the only                  2000 2001 2002 2003 2004 2005 2006 2007 2008
                                                                                                    thing people do not
                                                                                                     cut their spendings             Source: svensk mjölk, Swedish Dairy Association

                                                                                                             on”
                                                                                                                                    NOTE                                                                  REGIONAL DIFFERENCES
                                                                                                    Source: Bengt Hedlund, CEO
                                                                                                   Svensk Servicehandel och Fast                                                                         - Filmjölk has its strongest position in northern Sweden, while yoghurt is mostly
                                                                                                   Food. DN Ekonomi 2009-06-13     - Declining sales of ”light” dairies, with less fat                   consumed by people in the western and eastern parts respectively.
                                                                                                                                   - Yoghurt/ fil with more fat increases
                                                                                                                                                                                                       '!"#
                                                                                                                                     Source: AC Nielsen 2008
                                                                                                                                                                                                       &$"#
                                                                                                                                     ”Svenskarna väljer smak och naturlighet framför lightprodukter”
                                                                                                                                                                                                       &!"#

                                                                                                                                                                                                       %$"#                                                           89-#
                                                                                                                                                                                                                                                                      :);<=*2#
                                                                                                                                                                                                       %!"#

                                                                                                                                                                                                        $"#

                                                                                                                                                                                                        !"#
                                                                                                                                                                                                              ()**#   +,--./#   012#    3412#   567)12#   567#



                                                                                                                                                                                                       Source: Hemköp’s statistical survey ”Så vill svensken ha sin frukost” in July 2004.




Industry or category insights are of course important...
Consumer behavior




Consumer behavior too...
Human insight
Models




And when it comes to models, use them even if you risk being ”theoretical”.
MSU

Don’t be afraid to Make Stuff Up. A colleague of mine once said:
We’re not in business of science but in the art of business.
Repackage current offerings
  Cluster products and services into new offerings
  New segmentation of target group
  New sales channels and offerings for these
  Identify new usage areas
  Develop new features and accessories
  Communicative features integrated in the product
  Adding knowledge services




For example:
Repackage current offerings: RSO subscription + key
New sales channels and offerings for these: Länsförsäkringar shop
Communicative features integrated in the product: Jämtkraft river option
Develop new features and accessories: Absolut Icebar themes


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2
Tools: the workflow
Order                                                Chaos




The workflow is seldom linear. But it’s not totally chaotic either. So as a planner you can really achieve creativity by
remodelling the workflow by setting ”rules” etc.
Wieden & Kennedy has an interesting concept which is about ”embracing failure”, based on the
insight that the risk of failure hinders creativity.
Behaviors                                                               Characteristic

     Expressing                No negative
                                                  Actio-orientation
     many ideas                 remarks




                                                                               Creative


     Building on              Discussing ideas       Special
   ideas of others               with others         projects




At Jung von Matt we’ve done our own little exercise to find out how we can be more creative. With the
help of a psychologist we’ve tried to map what makes creative behavior.
As an example: we came to the insight that generating a lot of ideas without dissing them is key and
therefore developed a simple idea template which is a piece of paper where you scribble down your ideas.
In that way you will not get discouraged through negative comments in the process.
We also created an idea wall that encourages discussion around creative work - only with positive
feedback.
End-user focus




Another tool I’ve used in some projects as a planner is to focus on the end-user emotions or experience rather than message
or concept.
Flavor
Form and shape
Interaction
Challenging
Surprise
Play
Inside
Display
Motion activated animations
Inside outside
Light space
Can sound and light
 make you warm?
Freezing your ass off?


Keep warm. Go mental.         Or leave.
Do It Yourself
surprise




So those were some tools for expanding the creative mind...
Next topic is [change slide]
3
Build an inspiration portfolio




Another tool which is outside the workflow is to build an inspiration portfolio. The key word is portfolio, because it’s like
having a constant stock of assets which you can draw your inspiration from. I’d like to present you mine:
Pop culture
Psychology




Cognitive psychology
Evolutionary psychology
Economics




Economics.
Philosophy
Blogs
Technology
People
… connect the dots




... and with your inspiration portfolio you can simply connect the dots with all the strategy, concepts, insights, etc. into one
idea.
Kind of like Pixar which is ONE BIG IDEA made up from thousands of small ideas.
Psychological                      Media
                                 placement




                             Budget
                Engagement
4
Creative strategies



Creative strategy is the soft side to the formal brand or communications strategy.
An uncompromising direction




The goal is to find an UNCOMPROMISING & SINGLE-MINDED direction. By uncompromising I mean that there are always
gaps between strategy and executions, so the creative strategy is really about filling this gap and turning it into a positive
force.
Rule #1: you can position anything.




And there’s really only one rule to a creative strategy.
So forget those 2 by 2 grids.
Provoke
                 Entertain
                  Inspire
               Back to basics
                    Flip
                     +



Some themes.
That was a bit on Creative planning. To summarise you could say that the creative planning role is to
be the midfielder: it’s all about deadly passes.
Bonus materials
1. Tinyurl.com/planneradvice
2. Work with the best creatives
 (and avoid those that suck)
3. Choose an agency that understands.
4. Do it with models.
5.
Don’t boil the ocean.
       Three.
   Have a clue.
6. Be creative in research.
7. Confront anxieties.
8. Power-summarise.
9. Outsource boring stuff.
10. Listen & don’t listen.
11. Handle trends.
12. Be unconventional.
13. Get a free lunch.
14. Wear your bullshit glasses.
Thanks.
leon@jvm.se

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Creative Planning @ Miami Ad School

  • 1.
  • 2. Miami Ad School Planning Bootcamp September 1 2009 Leon Phang
  • 3. Planning is like rolling a joint. ... there are many ways to do it.
  • 4.
  • 5. I had a look at your curriculum and thought: ”what’s missing?” And although it looks good, I think it’s highly focused on classical account planning - basically the stuff that happens before the [change] brief.
  • 6. Creative brief Cause I really believe there are many challenges even after the briefing and that’s really what I’m going to talk about...
  • 7. It’s kind of like this... From a nice and linear path you’re suddenly in a big cloud... Or is it?
  • 8. Creative planning So for the next hour or so we’re gonna talk about this. Creative planning. So, why is Creative planning important?
  • 9. The thing is: there’s no real shortage of ”smart MBA people” in the world. And there’s no shortage of creatives either.
  • 10. ”My attitude is that creativity might be a commodity.” http://www.huffingtonpost.com/jeremy-abelson/embrace-for-impact-alex-b_b_229160.html Creativity might be a commodity says Alex Bogusky... So, the trick isn’t really to be really creative or really strategic, but it’s really to combine the two.
  • 11. Creatively Relevant + inspiring Differentiating I really believe that this is what advertising is all about, and that’s why Creative Planning is important.
  • 12. The creative domain Wrong Right The rest of this presentation I’m going to talk about this: the creative domain, the area or arena which the advertising will take place and some tools for filling it.
  • 13. 1
  • 14. Get the basics right (strategic planning) Get the basics right OR strategic planning. It’s really important to get the basics right, because countless times I’ve seen creative teams lost in the process when there’s no basic planning.
  • 15. Industry/category insights If the consumer is trading down - is coffee/ tea protected by brand loyalty? The Recession Effect: Sweden Hypothesis New views on consumption may lead to an increase in sales of the retail chains own brands; Share of sales 40 30 36 28 20 20 10 14 6 0 Household products Deep-frozen Staples Sweets Beverages Retail chain’s own brand/ category Source: AC Nielsen June 2009 Among all Nordic consumers, Swedes show the lowest intention to switch to cheaper grocery brands, even though overall intention has Source: BCG Consumer Sentiment Barometer, March 2009 increased - from 21 % in October 2008, to 35 % in May 2009. Downturn pick-me-up: A Good Cup of Coffee or Tea Consumption development: Sweden Konsumtion av fil/yoghurt (liter/pers) 39 Coffee and tea may benefit by a downturn, from consumers who consider them to be a less 38 37 expensive alternative to other non-alcoholic beverages, such as soft drinks and juices. Coffee and 36 35 tea are viewed by most consumers as necessary staples. 34 33 A similiar trend can 32 be seen in Sweden; 31 30 ”Coffee and sweets 29 seems to be the only 2000 2001 2002 2003 2004 2005 2006 2007 2008 thing people do not cut their spendings Source: svensk mjölk, Swedish Dairy Association on” NOTE REGIONAL DIFFERENCES Source: Bengt Hedlund, CEO Svensk Servicehandel och Fast - Filmjölk has its strongest position in northern Sweden, while yoghurt is mostly Food. DN Ekonomi 2009-06-13 - Declining sales of ”light” dairies, with less fat consumed by people in the western and eastern parts respectively. - Yoghurt/ fil with more fat increases '!"# Source: AC Nielsen 2008 &$"# ”Svenskarna väljer smak och naturlighet framför lightprodukter” &!"# %$"# 89-# :);<=*2# %!"# $"# !"# ()**# +,--./# 012# 3412# 567)12# 567# Source: Hemköp’s statistical survey ”Så vill svensken ha sin frukost” in July 2004. Industry or category insights are of course important...
  • 18. Models And when it comes to models, use them even if you risk being ”theoretical”.
  • 19. MSU Don’t be afraid to Make Stuff Up. A colleague of mine once said: We’re not in business of science but in the art of business.
  • 20. Repackage current offerings Cluster products and services into new offerings New segmentation of target group New sales channels and offerings for these Identify new usage areas Develop new features and accessories Communicative features integrated in the product Adding knowledge services For example:
  • 21. Repackage current offerings: RSO subscription + key
  • 22. New sales channels and offerings for these: Länsförsäkringar shop
  • 23. Communicative features integrated in the product: Jämtkraft river option
  • 24. Develop new features and accessories: Absolut Icebar themes DIAMONDS ARE NOT FOREVER. WELCOME TO A DIFFERENT JEWELLERY EXPERIENCE. PREMIERE NOVEMBER 5TH. NORDIC SEA HOTEL, VASAPLAN 4. +46 (0)8 505 631 24.
  • 25. 2
  • 27. Order Chaos The workflow is seldom linear. But it’s not totally chaotic either. So as a planner you can really achieve creativity by remodelling the workflow by setting ”rules” etc.
  • 28. Wieden & Kennedy has an interesting concept which is about ”embracing failure”, based on the insight that the risk of failure hinders creativity.
  • 29. Behaviors Characteristic Expressing No negative Actio-orientation many ideas remarks Creative Building on Discussing ideas Special ideas of others with others projects At Jung von Matt we’ve done our own little exercise to find out how we can be more creative. With the help of a psychologist we’ve tried to map what makes creative behavior.
  • 30. As an example: we came to the insight that generating a lot of ideas without dissing them is key and therefore developed a simple idea template which is a piece of paper where you scribble down your ideas. In that way you will not get discouraged through negative comments in the process.
  • 31. We also created an idea wall that encourages discussion around creative work - only with positive feedback.
  • 32. End-user focus Another tool I’ve used in some projects as a planner is to focus on the end-user emotions or experience rather than message or concept.
  • 38. Play
  • 44. Can sound and light make you warm?
  • 45. Freezing your ass off? Keep warm. Go mental. Or leave.
  • 47. surprise So those were some tools for expanding the creative mind... Next topic is [change slide]
  • 48. 3
  • 49. Build an inspiration portfolio Another tool which is outside the workflow is to build an inspiration portfolio. The key word is portfolio, because it’s like having a constant stock of assets which you can draw your inspiration from. I’d like to present you mine:
  • 54. Blogs
  • 57. … connect the dots ... and with your inspiration portfolio you can simply connect the dots with all the strategy, concepts, insights, etc. into one idea.
  • 58. Kind of like Pixar which is ONE BIG IDEA made up from thousands of small ideas.
  • 59.
  • 60. Psychological Media placement Budget Engagement
  • 61.
  • 62.
  • 63.
  • 64. 4
  • 65. Creative strategies Creative strategy is the soft side to the formal brand or communications strategy.
  • 66. An uncompromising direction The goal is to find an UNCOMPROMISING & SINGLE-MINDED direction. By uncompromising I mean that there are always gaps between strategy and executions, so the creative strategy is really about filling this gap and turning it into a positive force.
  • 67. Rule #1: you can position anything. And there’s really only one rule to a creative strategy. So forget those 2 by 2 grids.
  • 68. Provoke Entertain Inspire Back to basics Flip + Some themes.
  • 69. That was a bit on Creative planning. To summarise you could say that the creative planning role is to be the midfielder: it’s all about deadly passes.
  • 72. 2. Work with the best creatives (and avoid those that suck)
  • 73. 3. Choose an agency that understands.
  • 74. 4. Do it with models.
  • 75. 5. Don’t boil the ocean. Three. Have a clue.
  • 76. 6. Be creative in research.
  • 80. 10. Listen & don’t listen.
  • 83. 13. Get a free lunch.
  • 84. 14. Wear your bullshit glasses.