This was a presentation that I gave back in April. Since then we have done more advanced Transmedia work and I hope to share that case study soon when we get the full results. Sorry it took so long to upload this.
We’ve been drawing on Byron Sharp’s work at the Ehrenberg-Bass Institute to help explain how brands can grow to become market leaders. Let's break down the difference between differentiation and distinctiveness, and which of the two unlocks the potential for true brand innovation.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
The planning, creative and broader marketing community uses insights or an insight to get to ideas that will solve their marketing or business problems. This is a brief exploration into the definition of the insight.
We’ve been drawing on Byron Sharp’s work at the Ehrenberg-Bass Institute to help explain how brands can grow to become market leaders. Let's break down the difference between differentiation and distinctiveness, and which of the two unlocks the potential for true brand innovation.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
The planning, creative and broader marketing community uses insights or an insight to get to ideas that will solve their marketing or business problems. This is a brief exploration into the definition of the insight.
A presentation on the much confusing area of insight development specifically in relation to the area of marketing communications.
What is an insight, why useful and how can they be created
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
SxSW 2013: Behavior Change as Value PropositionChris Risdon
Design to support behavior change is getting increased exposure as technology has allowed products and services to have a more pervasive role in people's lives. But where does persuasion live? What's caused the tipping point for the growth of this new wave of services? The primary characteristic of our new, connected world is the increasing ubiquity of sensors providing the ability to collect data passively and present it back—via feedback loops and visualizations—in a meaningful way to the user. New "smart products" with personalized intelligence about our behavior help us track how many time we brush our teeth or walk the dog with the hope we'll be better at maintaining these habits. Where do these new offerings map on our landscape of products and services? While more products have an explicit influence on our daily lives, they require you to increasingly relinquish self-determination as a prerequisite for use. How do we design to support behavior change as a value proposition?
THE BRAND GAP is the first book to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a “charismatic brand”—a brand that customers feel is essential to their lives. In an entertaining two-hour read you’ll learn:
• the new definition of brand
• the five essential disciplines of brand-building
• how branding is changing the dynamics of competition
• the three most powerful questions to ask about any brand
• why collaboration is the key to brand-building
• how design determines a customer’s experience
• how to test brand concepts quickly and cheaply
• the importance of managing brands from the inside
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
Julian Cole, Head of Communications Planning at BBH, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 23rd at the VCU Brandcenter in Richmond, VA.
Tom Roach, BBH London’s Head of Effectiveness, discusses the importance of difference in business, marketing and creativity, and shares some key data to help you avoid drowning in the ‘sea of sameness’.
Top 10 Planning Departments in Advertising ShortlistJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
A common problem for planners moving markets is understanding the best agencies to work for. With a great list of international planners in the Planning Dirty newsletter group I thought I would ask the planners who they thought was the best agency to work for.
I compiled the first 10 agencies for the shortlist by analyzing the planning (IPA, Effies, Jay Chiats) and creative awards (Gunn Report) from the last three year looking at the agencies that consistently perform well.
I am making a shortlist of 20, so would love to get recommendations on agencies that you think should make the list.
Next week on the newsletter through an anonymous vote, I’ll put out the poll and report back the results. Sign up to the Planning Dirty newsletter to vote and get the best planning tools and resources fortnightly. bit.ly/PlanningDirty
I was sifting through some old files of mine and found this guidebook I put together for my junior planners when I was still working in Korea.
The presentation deck might be a bit old (it's in 4:3 format), and slightly more tailored to how I saw the state of strategy & planning in Korea, but a lot of its content should still hold true today.
Hope you enjoy the read!
A presentation on the much confusing area of insight development specifically in relation to the area of marketing communications.
What is an insight, why useful and how can they be created
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
SxSW 2013: Behavior Change as Value PropositionChris Risdon
Design to support behavior change is getting increased exposure as technology has allowed products and services to have a more pervasive role in people's lives. But where does persuasion live? What's caused the tipping point for the growth of this new wave of services? The primary characteristic of our new, connected world is the increasing ubiquity of sensors providing the ability to collect data passively and present it back—via feedback loops and visualizations—in a meaningful way to the user. New "smart products" with personalized intelligence about our behavior help us track how many time we brush our teeth or walk the dog with the hope we'll be better at maintaining these habits. Where do these new offerings map on our landscape of products and services? While more products have an explicit influence on our daily lives, they require you to increasingly relinquish self-determination as a prerequisite for use. How do we design to support behavior change as a value proposition?
THE BRAND GAP is the first book to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a “charismatic brand”—a brand that customers feel is essential to their lives. In an entertaining two-hour read you’ll learn:
• the new definition of brand
• the five essential disciplines of brand-building
• how branding is changing the dynamics of competition
• the three most powerful questions to ask about any brand
• why collaboration is the key to brand-building
• how design determines a customer’s experience
• how to test brand concepts quickly and cheaply
• the importance of managing brands from the inside
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
Julian Cole, Head of Communications Planning at BBH, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 23rd at the VCU Brandcenter in Richmond, VA.
Tom Roach, BBH London’s Head of Effectiveness, discusses the importance of difference in business, marketing and creativity, and shares some key data to help you avoid drowning in the ‘sea of sameness’.
Top 10 Planning Departments in Advertising ShortlistJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
A common problem for planners moving markets is understanding the best agencies to work for. With a great list of international planners in the Planning Dirty newsletter group I thought I would ask the planners who they thought was the best agency to work for.
I compiled the first 10 agencies for the shortlist by analyzing the planning (IPA, Effies, Jay Chiats) and creative awards (Gunn Report) from the last three year looking at the agencies that consistently perform well.
I am making a shortlist of 20, so would love to get recommendations on agencies that you think should make the list.
Next week on the newsletter through an anonymous vote, I’ll put out the poll and report back the results. Sign up to the Planning Dirty newsletter to vote and get the best planning tools and resources fortnightly. bit.ly/PlanningDirty
I was sifting through some old files of mine and found this guidebook I put together for my junior planners when I was still working in Korea.
The presentation deck might be a bit old (it's in 4:3 format), and slightly more tailored to how I saw the state of strategy & planning in Korea, but a lot of its content should still hold true today.
Hope you enjoy the read!
The slides from my inaugural creative brief writing workshop. Theory and practice. Attendees had to complete a brief prior to the session, and their work was used to illustrate best brief writing practice. More sessions to follow.
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
The Friendship Model: How to build brand advocacy in a consumer-driven world.Brandon Murphy
The Friendship Model: How to build advocacy in a consumer-driven world. This presentation is an orientation for the philosophy and practical approach that changed an advertising agency to an advocacy agency.
Here's a new offering from Dosage. It's called COUP D'OSAGE (like Coup D'Etat). Here's the pitch. "You hire us to come up with ideas to take your company down. The idea is to identify weaknesses and opportunities before competitors do. Our team of brand strategists, management consultants, digital innovators and new media specialists delivers product ideas, brand strategies, marketing innovations and communications approaches that you wouldn't want in the wrong hands. But in yours, you've got your next growth strategy (or two or three)." Read our talk piece here.
APG West started with questions, not answers.
What would people in Bristol, Bath and the surrounding area need from the APG? What challenges do the creative businesses of the region face? What would constitute success for them? How should the community come to life?
Winning strategy responding to the brief set at the beginning of the course to 40+ of London's best young planners.
Judges Feedback:
"Stood out for the inexorability of the logic, your re-framing of the task and the simplicity and effectiveness of your central idea which was practical, engaging, infectious. Very good use of behavioural economics to guide your strategy – we liked the idea of specific times/moments. Good use of facts to land the thinking – we loved the bus driver/conductor analogy. Spot on."
Judging Panel:
David Hackworthy, CSO at Fallon
Shekhar Deshpande, Global Planning Director at JWT
Sarah Newman, APG Director
Laura Sammarco, Senior Planner at JWT
Ruari Curran, Head of Planning at Gravity Road
Katie Lancaster, Independent Strategist
At the Account Planning Group of Canada, we’re committed to enhancing the reputation and standing of Account Planning here in Canada. To do that we need to understand how our peers, clients and colleagues perceive the standard of Account Planning in Canada today.
That’s why we’re publishing this Survey results.
We have all heard about turning the marketing funnel upside down, but how do you have both traditional awareness needs combine with engaging influencers and advocates as wants? Propagation Planning might be the answer to that as we explore the meld of two schools of communication practice.
Transmedia Storytelling as a Content Marketing StrategyPamela Rutledge
Presentation at the Integrated Marketing Forum 2013, Tustin. Transmedia storytelling for brands is strategic story-based content development that links the psychological power of story with the creative potential and reach of media technologies.
As gender roles and responsibilities evolve, we set out to understand the collaborative effect of couples on household shopping. This report reveals our findings on team shopping and the importance of being a team-friendly brand.
These are lessons that I have learned from studying Propagation Planning in 2009. These lessons will help you understand the philosophy, review case studies and apply the method to your communication plans.
My presentation (with narrative) at Social Media Week in Los Angeles in September 2010.
A video of the presentation is available at j.mp/socialmediaflings (skip to 1hr 13min mark).
(Special thanks to @lanewinfield for design help.)
The fluffy science behind creating stuff worth sharing for KLMPolle de Maagt
What content is contagious? What goes 'viral'? What stuff 'works' on social media? Here's a agency and research perspective on best practices and ideas.
Ad crafting updated, the basics of transmedia planningIsabelle Quevilly
What if the days of “integrated” advertising were over? People have shown they can get together to share news and data about what they love.
Look at LOST and Lostpedia, World of Warcraft, AI… Movie and video game industries has worked for long in that direction to support their products over the years.
What if advertising could evolve to a non-linear narrative that your communities can empower on their own?
Flavio Vidigal - Creative process and Creative TasksStas Kremnev
Absolutely superb presentation from Flavio Vidigal (Firstborn) about creativity and working on briefs. Chinese VW cases and especially Intel x Toshiba collaborative campaign are must.
Social media & PR_Nathan Misner_WE_Feb2011MeilinWS
Nathan Misner's presentation at the Social Media & PR conference in Singapore. Great case studies and how to get rid of zombie campaigns! Contactable via nathanm@waggeneredstrom.com
Marketing Strategy: Evolution Of A SpeciesGuy Gouldavis
What people want from brands and how they engage with them is very different today than even 5 years ago. The result: planners have to approach brand building and consumer engagement very differently. But it's as important to consider what hasn't changed in what we do.
It's all about Content Marketing, it's about the Content and the Human Mix, it's about the rules of the Social Media World.
Presentation by Stefanos Karagos, Founder of XPLAIN at Social Media World 2012 Conference
This talk was presented at Marketing Kingdom, Zagreb, 15 March 2013.
#Kingdom13 - feedback and reactions.
Ideas on Social & Innovation Waves
Socia is whatever we want it to be. Some of the greatest marketing minds are even themselves at odds for how to tackle social... yet it's all quite simple. It has to be.
We also look at the history of innovation, from early water power and printing to the industrial revolution and now digital. The cycles of innovation has accelerated with this Fifth Wave - the digital evolution.
We also talk of the highly recommended book - Crossing the Chasm - from Geoffrey Moore, where companies can learn how to cross their own business canyons.. to translate their traditional businesses into more enduring C21st entities online.
Touching on changes in media too, from the reversal of the traditional broadcasting model to more consumer-held models, we now need to feed consumers branded and crucially unbranded stories, which they can use within their own networks and groups.
Other topics we need to engage more in for social include better attention to what consumers and audiences are already saying. Responsiveness will win the day with more demonstrable engagement from the winning brands being increasingly recognized the mainstream public. Social media will continue to be a fore-runner in customer care and service, even cross and up-selling too.
Revisiting some important fundamentals in marketing and management, this talk also engages C-suite level debate on issues and opportunities affecting the industries of advertising, digital and public relations, as they increasingly converge and messages become no longer tied to particular channels.
Overall talk length: 45mins, interactive.
Re designing the World of PR [People Relations]MSL
The world is changing, fast, and our clients are facing huge transformations. There is a strong call for change, in the PR industry like everywhere. At a recent conference, our chief strategy officer Pascal Beucler was asked to stimulate a discussion on if the PR industry was ready for this change, the challenges we face and the power shifts we need to address, as an industry, to make it happen.
The Future of Agency report explores perspectives from creative strategists in Africa, South America, Europe and the United States. It is a revolutionary treatise on the state of advertising and marketing communications as experienced by experts in media, technology and communications. Cheers*
I had a chance to attend SXSW this year. I got in a car crash in my Taxi, I was part of the Homeless Hotspots debate and in-between I attended a few sessions which are shared here.
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
2. WHAT YOU WILL TAKE AWAY FROM TODAY
An understanding of who I am and where I work
How I define Transmedia Planning
2 Case Studies from the Entertainment Sector
An AXE Cross Media Case Study
An AXE Trans Media Case Study
A deeper understanding of choreographing the narrative of a campaign
3. WHO I AM AND WHERE I WORK
So you can decide if I am complete bullshit or not.
4. GRIFFIN FARLEY
Title: Strategy Director, Engagement Planning Lead
Work: Bartle Bogle Hegarty in New York City
Twitter: @griffinfarley
Blog: propagationplanning.com
5. BBH NORTH AMERICA CLIENTS
5
To understand who I am you need to understand where I work and what I work on. We typically get two types of fees from clients. One fee is to pay for the concepting and production of
creative ideas that are reactive to business challenges. The other fee is to lead an inter-agency team that might include Public Relations, Experiential, Activation, Digital, Social, Hispanic,
African American, Media, etc. To do transmedia planning you need the ability to impact multiple aspects of the campaign.
6. SOME RECENT ACCOLADES
2012 Agency of the Year.
2012 Webby’s Agency of the Year.
Time Magazine: Top TV ad for 2011.
2011 A-List.
2011 Most Awarded Digital Agency of the Year.
2011 #1 Interactive Agency in the U.S.
6
We are excited and humbled that we have been recognized by our peers. For transmedia planning to thrive you also need to work inside an agency that values interactive and integrated
marketing. Filming beautiful television spots isn’t enough.
8. WHY TRANSMEDIA?
Account Planning
inspire creative
thinking (JWT, BMP)
Connection Planning
inspire media thinking Pre-1964
(Fallon, Chiat/Day) 1965
Field Services
1999
Propagation Planning 2006
inspire WOM thinking
(Naked)
Transmedia Planning
inspire storytelling 2008
(MIT)
In 2009 Connection Planning had been around for more than 10 years. I was working for a mid-size agency in Tampa Bay and wanted to be on the cutting edge of the next theory in planning.
I started digging for things and found one post on the Tokyo Naked Blog about Propagation Planning by Ivan Pollard. It was the only thing I could find on the idea and so I dedicated my time
and energy to cultivate the theory and make it a true discipline.
9. WHAT IS TRANSMEDIA?
The definition of Transmedia is one of the biggest debates around Transmedia. Until that becomes agreed upon we are all stumbling through this theory together. So I turned to the founder of
Transmedia: Henry Jenkins
10. HENRY JENKINS: THE GOD FATHER
http://youtu.be/bhGBfuyN5gg
I’m going to let Henry do the talking here.
11. HOW DO I SELL THIS IDEA TO MY CLIENT?
(spoiler alert... it’s hard)
I’m going to role play a scene between me and a fictional client. I will play the role of the Strategist and my co-star, the Client will be the Screen behind me.
Transmedia planning is a communication model, derived from the ideas found in the book “Convergence Culture” that former MIT professor, now current Provost at USC, Henry Jenkins
coined.
12. (voice of a fictional client)
THAT GUY SOUNDS SMART,
I’M LISTENING.
In this model, there will be an evolving non-linear brand narrative.
13. (voice of a fictional client)
I SAW THE SHOW ‘LOST’
IT WAS HARD TO FOLLOW
Different channels will be used to communicate different, self-contained elements of the brand narrative that build to create a larger brand world.
14. (voice of a fictional client)
WORLD BUILDING SOUNDS EXPENSIVE...
Consumers then pull different parts of the story together themselves.
15. (voice of a fictional client)
COPY TESTING SHOWS CONSUMERS
HATE COMPLEX STORY LINES...
Since there would be more elements to the narrative than any single person could consume, people come together to share elements of the narrative – driving word of mouth and creating
communities.
16. (voice of a fictional client)
GIVE CONTROL TO CONSUMERS...
I’M NOT SURE ABOUT THIS
END SCENE. You can see how easy it is to say no to Transmedia, but the clients that are saying yes are coming from the Entertainment sectors and what we have seen over the years is
that movie marketing has a way of changing how everyone does marketing over time.
20. BUILDING BRAND WORLDS TOGETHER
The fan base has a role to help make the world big. You as the client don’t have to do everything but you need to embrace consumer interpretation of the idea. I think consumers can handle
more than a single core idea. In fact, I think we are in an age where increasingly consumers control the media they consume, and we can no longer simply interrupt, entertain for 30 seconds
and then sell them something, we have to offer them more than a core idea well told.
22. A ‘MATCHING LUGGAGE’ CAMPAIGN
PAID
PAID PAID
PAID Cross Media PAID
OWNED PAID
OWNED
What most clients do is reproduce the same idea in different ways to match the specs of different channels. This makes it easy to test, it makes it easy to manage the brand and the comms
because you know when it’s on campaign and off campaign.
23. AXE ANGELS CASE STUDY
http://www.youtube.com/watch?v=WRnBHHcdHJQ
Agencies typically start with a strong TV spot and then extend that narrative idea into other media spaces. This is a great example of this model.
24. AXE ANGELS CASE STUDY
http://www.youtube.com/watch?v=rFuUFeQIdpk
Take the same narrative and plug it into every media space available. This is cross-media, not transmedia.
25. AXE ANGELS CASE STUDY
http://youtu.be/3C7-v_R-r94
Take the same narrative and plug it into every media space available. This is cross-media, not transmedia.
26. AXE ANGELS CASE STUDY
http://youtu.be/uc5yTo4viwQ
Take the same narrative and plug it into every media space available. This is cross-media, not transmedia.
27. MEDIA NEUTRAL PLANNING
Take the same narrative and plug it into every media space available. This is cross-media, not transmedia.
29. HOW IS TRANSMEDIA DIFFERENT
PAID
UGC UGC
PAID TransMedia OWNED
UGC OWNED
PAID
Building complexity into a range of communications, using channels to cultivate different ideas that build into a larger brand world, rather than reproducing the same idea in different ways. For
me its about building a world of references and images, held together by a value system and a narrative, communicating it in ways that respects that content and the fluidity of channels.
30. AXE ANARCHY: TEASER AD
Teaser Ad was seeded with Bloggers. We have a more simple narrative to set up what is to come.
31. AXE ANARCHY: HERO SPOT
This ad was released in Cinema and television. We have a new epic narrative here that shows the sheer extent of this proposition.
32. AXE ANARCHY: ACTIVATION
Razorfish introduced new characters allowing real people to be written into the ongoing narrative. This was a better and richer storyline for digital and mobile.
33. AXE ANARCHY: ACTIVATION
The Facebook App and YouTube Brand Page became portals into the story. As you engaged with the story you had a chance to be written into the final one.
34. HOW THIS GETS CLOSER TO TRANSMEDIA
1. Teaser Campaign around Cops and Robbers
2. Girls and Guys with the power of AXE create Anarchy
3. Comic book narrative where consumers co-create the world
However, it’s not so complex that they needed a community.
This is an entry into transmedia but it didn’t fully embrace it.
35. EMBRACE COMPLEXITY
There is a book by Steven Johnson that explains How Today’s Popular Culture is actually making us Smarter. This was published in 2005, it is based upon Johnson’s theory that popular
culture - in particular television shows and video games - have grown more complex and demanding over time and is improving the society within terms of intelligence and idea. He argues
that the structure of video games uniquely invite exploration and stimulates the reward centers of the brain. He asserts that television is a “brilliant medium” for determining how skilled people
are at understanding interpersonal connections, and that reality shows realistically display the complexity of “social network maps” in human relations, where a group of people have complex
and intertwined engagement.
36. HOW TO START?
To take advantage of
To sell a campaign,
To sell an ad, everything todays media
you need a
you need a story landscape has to offer
character
you need a world
38. KNOW HOW TO START A MOVEMENT
The basis for Propagation Planning
The best way to kick this off is with a TED talk about “how to start a movement.” They quickly frame up many key principles of Propagation Planning.
So how do you do Propagation Planning, you start a movement. You act like a lone nut (why do you think viral videos go viral?) or you find a lone nut (Bloggers, Gamers, Fanboys) and work
with them to tell your story.
39. MARKETING MODELS OF PROPAGATION
Awareness Funnel Propagation Megaphone
(Paid Media) (Earned Media)
Before I explain the Propagation models you need to know how media is typically viewed. Media agencies cast a wide net with lots of waste and trickle down to those that will consider and
purchase your product. This is typically called the Awareness Funnel. What we want to do is introduce a new shape into your media planning, this is the Propagation Megaphone. This starts
small and grows big over time.
40. ADOPTION CURVE WITHOUT PROPAGATION
BROADCAST
MEDIA
Early Majority > < Late Majority
(Most creative targets the mass majority)
Early Adopters > < Laggards
Innovators >
TIME AND SALES
In this model the Innovators and Early Adopters don’t have a chance to break the news. They see communications the same time the majority can see them, which makes it less cool to talk
about because it’s not special or exclusive. Plus this creative has been copy tested against the majority. It has been watered down to be liked and revered by the greatest amount of people
possible. If you were a Blogger or a Journalist you would want to break the story, you wouldn’t want to just add your POV to it.
41. ADOPTION CURVE WITH PROPAGATION
BROADCAST
MEDIA
Early Majority > < Late Majority
Early Adopters > < Laggards
Innovators >
(This creative targets the influencers)
PROPAGATION TIME AND SALES
STIMULUS
So... what if we targeted influencers? This creative wouldn’t look like the creative we put into Broadcast Media, that’s too safe. This creative needs to be raw, perhaps unfinished so the
influencers have a chance to affect and shape the creative. Perhaps they have a chance to become part of the story themselves? Perhaps they have a chance to invite their followers to become a
part of the story? This happens a lot in good Movie campaigns.
42. ADOPTION CURVE WITH TRANSMEDIA
BROADCAST
MEDIA
Early Majority > < Late Majority
Early Adopters > < Laggards
Innovators >
(This creative targets the influencers)
PROPAGATION TIME AND SALES
STIMULUS
Now that we layer Transmedia onto the Propagation Model you see multiple strands of activity that all have a chance to go big. The brand made a call to start the movement but now the
community has added their own interpretation to the narrative.
44. WHAT THIS MEANS FOR PLANNERS
Understand the relationship between creative and media
45. WHAT THIS MEANS FOR STORYTELLING?
Think about the myth that is the brand you are charged with building. Find the brand’s point of view, create the brand’s world. Don’t treat consumers like idiots. John talks about expected
endings. If we can predict the ending from the first chapter of the book it isn’t going to be an interesting read.
46. ADDITIONAL QUESTIONS TO ASK YOURSELF
Can we create a Brand World?
What are the mythology, challenges, rewards in this world?
Who are the heroes and the villains?