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Fringe planning
This document discusses fringe planning and how it can inspire innovators. It outlines how some agencies are establishing venture capital funds to commercialize their own ideas and generate revenue beyond client work. This allows agencies to control their fate and obtain half their revenue from client projects and half from owned intellectual property. The movement of agencies innovating beyond client work is growing as they recruit creative talent and identify consumer needs not met by existing products. Fringe planning could inspire agency innovators by finding solutions to consumer paradoxes and testing early concepts.
Fringe planning
- 1. FRINGE PLANNING Griffin Farley Swedish Account Planning Group Stockholm 2011
- 2. WHAT . .NO PROPAGATION PLANNING? . “We want to hear something that nobody has heard before” - Leon Phang @theplanninglab 2
- 3. GRIFFIN FARLEY: STRATEGYDIRECTOR Year 1 Year 2 Year 3-5 Year 6 Year 7-8 Year 9-11 Year 12+ 3
- 4. INNOVATION ONE Gundam Wing meets Warhammer 40K Game 4
- 5. INNOVATION TWO 5 Half-Sizes for Women’s Clothing
- 6. INNOVATION THREE 6 Double the brand presence on shelf
- 7. WHAT DO THEYALL HAVE IN COMMON? The client didn’t buy any of these ideas. They were killed. The ad agency (or brand consulting firm) moved on. 7
- 8. SEGMENTS OF PLANNING Brand Consulting Inspires better Marketing Account Planning Inspires better Creative Connection Planning Inspires better Media/ Context/ Engagement Comms Planning Inspires better Campaign Management Propagation Planning Inspires better Word of Mouth Transmedia Planning Inspires better Storytelling 8 Fringe Planning Inspires better Innovators
- 9. THESE TOOLS INSPIREDIFFERENT PEOPLE Brand Consulting Strategists inspire Clients in charge of the Brand Account Planning Planners inspire Creative Teams Connection Planning Planners inspire Media Planners Comms Planning Planners inspire Clients in charge of rolling out Campaigns Propagation Planning Planners inspire Digital Ninjas/ Social Media Experts Transmedia Planning Planners inspire Digital Creative Teams 9 Fringe Planning Planners inspire Creative Technologists/ Inventors
- 10. THE NEW AGENCYHIRES
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- 13. WHO MIGHT INSPIRETHESE PEOPLE? Fringe Planners Part Innovator Part Technologist Part Naming Specialist Part Trend Forecaster Part Account Planner Part Community Manager 13
- 14. THE VENTURE CAPITALEFFECT
- 15. HOW DO AGENCIESINNOVATE? The question of the decade Let’s review the situation 15
- 16. TALENT Adagencies have recruited some of the most creative people in the world 16
- 17. BYPRODUCTS The byproductof agencies are ideas that don’t get sold, or they are not appropriate for that particular client 17
- 18. FUNDING Agencies are establishing venture capital funds to take their own ideas to market 18
- 19. REVENUE CLIENTS IP Agencies want to control their fate and would like half of their revenue to come from clients and half from IP they own 50% 50% 19
- 20. THE MOVEMENT ISHAPPENING 20
- 21. THE MOVEMENT ISHAPPENING 21
- 22. THE MOVEMENT ISHAPPENING 22
- 23. THE IDEA ISSPREADING Anomaly (NY, London) BBH ZAG (NY, London) KSB+P Ventures (NY) Deutsch Consigliere (NY) Trumpet (New Orleans) Rockfish Interactive (Arkansas, Ohio) ...and many more 23
- 24. AGENCIES OPENING COFFEESHOPS 24
- 25. AGENCIES STARTING MAKEUP LINES 25
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- 27. AGENCIES LAUNCHING SOFTWARE 27 http://www.youtube.com/watch?v=kO-eFqFLKtA
- 28. HOW TO DOIT?
- 29. DO IT DIFFERENT Are companies inventing products that their factories can make, or products they know consumers want to buy? 29
- 30. R&D FORMULATION R&Dpeople make interesting formulations aimed at filling important and unmet needs in a category 30
- 31. R&D TO CONCEPTTEST The marketing department describes these product features and tests these features with consumers 31
- 32. CONCEPT TEST TOBRAND PERSONALITY Finally, the marketing people take the winning concept to the ad agency, which figures out the brand voice and personality 32
- 33. FLIPPING THE R&DPROCESS 33
- 34. WHERE TO BEGIN? Find the Consumer Paradox 34
- 35. SOLUTIONS TO CONSUMERPARADOXES Babies scream on airplanes when business travelers want sleep. OH WELL A challenging career takes lots of time and investment, but so does a satisfying home life. OH WELL People want to be healthy but they also don’t want to make an extraordinary effort. OH WELL 35
- 36. HOW AGENCY PEOPLEINNOVATE Name Human Problem Energy or Conflict or Design Listen to Complaints Attraction Tension Attitude Low Energy Category Consumer Insight Behavior Shifts 36 Technology Shifts Market Size
- 37. THE HAPPY MEAL Bob Bernstein 37
- 38. METHOD EricRyan 38
- 39. AREA/ CODE SOLDTO ZYNGA Kevin Slavin 39
- 40. FOURSQUARE DennisCrowley 40
- 41. WE CAN DOBETTER THAN THIS 41
- 42. SOUTH EAST TOYOTA+ 22SQUARED 42
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- 44. READ 44
- 45. MANAGE YOUR TODO LIST 45
- 46. GET A GOODNAME 46
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- 50. BUILD AN EMAILDATABASE 50
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- 52. LET PEOPLE VOTEITEMS UP AND DOWN 52
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- 54. WHAT I READ 54
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- 56. WHAT IF WEINCREASED RETENTION? What if our employees could ignite their own ventures with agencies as partners, increasing retention on projects they own? 56
- 57. CAN AGENCIES DOBOTH? What if we offered clients both a world class agency and an idea incubator that created brand value instead of marketing expense? 57
- 58. BRAND INVENTION What if in addition to funding Marketing, our clients were building equity? 58
- 59. ARE AGENCIES ATTRACTIVE? What if we created an industry where entrepreneurs brought us their ideas, instead of a Traditional VC or Angel Investor? 59
- 60. GRIFFIN FARLEY -STRATEGY DIRECTOR GRIFFIN.FARLEY@BBH-USA.COM WWW.PROPAGATIONPLANNING.COM (Coming Soon) WWW.FRINGEPLANNING.COM CONTACT