This document outlines a digital strategy for Netflix to promote the release of the show "Hemlock Grove" by increasing brand awareness of Netflix among horror fans. It analyzes consumer profiles, insights, and behaviors to develop an interactive campaign leveraging social media, augmented reality, and a "Scaretime" wristband to give viewers an immersive experience. The goal is to increase subscriptions by 5% and viewership of the first episodes through frightening and engaging viewers in new ways online and through their physiological reactions.
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
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.
Planning Hype - Engineering hype before a product launchJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
The following is a guide for how to create excitement around a product before it has launched.
This is critical for how to market music, movies and games where the first-week window is critical.
The presentation was created by Julian Cole and Melissa Pepers.
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
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.
Planning Hype - Engineering hype before a product launchJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
The following is a guide for how to create excitement around a product before it has launched.
This is critical for how to market music, movies and games where the first-week window is critical.
The presentation was created by Julian Cole and Melissa Pepers.
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.
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
You can now download the presentation directly from Slideshare.
Here are 17 of the best free online tools for Digital Strategists to help cultivate killer insights on consumers, competitors and the industry. In this toolbox we you will find how to use each tool with an example insight drawn for the client, as well as each of their benefits and limitations.
The tools helps to conduct Consumer Research, Category Research, Discourse Analysis and Environmental analysis.
50 planners to watch in 2014 - The Planning SalonJulian Cole
Twitter list of the 50 Planners - https://twitter.com/emma_hines/top-50-planners/members
thanks @emma_hines and @E_for_M
50 planners to watch in 2014 was picked by The Planning Salon.The list is a mix of the top planning talent from across the globe as well as the next generation of planners. The list has diverse mix of planners from big markets like London and New York to emerging markets like Athens and Cape Town.
The Planning Salon is a platform for all planners around the world to meet and learn from our industry's greatest minds. It was started in 2013 to showcase some of the biggest stars of the industry, guests such as Gareth Kay, Rob Campbell and Heather LeFevre. Check out the interviews here; http://theplanningsalon.com/
There has been much debate about the power, effectiveness and longevity of influencers. As social media platforms change, the realms of how influencers work with brands change - and the surrounding regulation evolves to keep up. Companies must understand how to harness influencer needs, and how to genuinely matter to people
Rick James Model for selling innovative ideasJulian Cole
This is a model that should be helpful in selling in innovative/non-traditional ideas that are usually quite hard to sell to clients/bosses.
@juliancole
How to measure Digital looks at the important role of Key Performance Indicators and how you create them. It takes a Communication Objective and turns it into Strategy that leads to Tactics to support the Strategy. The final piece is putting in place Key Performance Indicators which makes up the parts of the Communications Objective.
6 steps to creating a Social Media StrategyJulian Cole
Pay with a tweet to download the presentation - goo.gl/5Jw21
This presentation is part of the Skillshare class I taught on 'Creating a great Social Media Strategy'. I am teaching 'A crash course in Digital Strategy' on February 11th. You can sign up to the online course for $20 - http://skl.sh/VOj2ol
Day 1 - Advice for new planners from old plannerJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
This is a compilation of advice from 80+ planners for new planners about to start their career. Compiled from planners on the Planning Dirty Newsletter list.
I was sifting through some old files of mine and found this guidebook I put together for my junior planners when I was still working in Korea.
The presentation deck might be a bit old (it's in 4:3 format), and slightly more tailored to how I saw the state of strategy & planning in Korea, but a lot of its content should still hold true today.
Hope you enjoy the read!
This is a presentation from the online course 'Crash Course to Digital Strategy' that you can sign up to on Skillshare for $20 http://skl.sh/VOj2ol
Writing a Digital Creative Brief and a Communications Framework is a key role of a great Digital Strategist. In this presentation I cover the most important parts of writing a brief and communications framework. Using examples of stand out work from the past five years.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
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
You can now download the presentation directly from Slideshare.
Here are 17 of the best free online tools for Digital Strategists to help cultivate killer insights on consumers, competitors and the industry. In this toolbox we you will find how to use each tool with an example insight drawn for the client, as well as each of their benefits and limitations.
The tools helps to conduct Consumer Research, Category Research, Discourse Analysis and Environmental analysis.
50 planners to watch in 2014 - The Planning SalonJulian Cole
Twitter list of the 50 Planners - https://twitter.com/emma_hines/top-50-planners/members
thanks @emma_hines and @E_for_M
50 planners to watch in 2014 was picked by The Planning Salon.The list is a mix of the top planning talent from across the globe as well as the next generation of planners. The list has diverse mix of planners from big markets like London and New York to emerging markets like Athens and Cape Town.
The Planning Salon is a platform for all planners around the world to meet and learn from our industry's greatest minds. It was started in 2013 to showcase some of the biggest stars of the industry, guests such as Gareth Kay, Rob Campbell and Heather LeFevre. Check out the interviews here; http://theplanningsalon.com/
There has been much debate about the power, effectiveness and longevity of influencers. As social media platforms change, the realms of how influencers work with brands change - and the surrounding regulation evolves to keep up. Companies must understand how to harness influencer needs, and how to genuinely matter to people
Rick James Model for selling innovative ideasJulian Cole
This is a model that should be helpful in selling in innovative/non-traditional ideas that are usually quite hard to sell to clients/bosses.
@juliancole
How to measure Digital looks at the important role of Key Performance Indicators and how you create them. It takes a Communication Objective and turns it into Strategy that leads to Tactics to support the Strategy. The final piece is putting in place Key Performance Indicators which makes up the parts of the Communications Objective.
6 steps to creating a Social Media StrategyJulian Cole
Pay with a tweet to download the presentation - goo.gl/5Jw21
This presentation is part of the Skillshare class I taught on 'Creating a great Social Media Strategy'. I am teaching 'A crash course in Digital Strategy' on February 11th. You can sign up to the online course for $20 - http://skl.sh/VOj2ol
Day 1 - Advice for new planners from old plannerJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
This is a compilation of advice from 80+ planners for new planners about to start their career. Compiled from planners on the Planning Dirty Newsletter list.
I was sifting through some old files of mine and found this guidebook I put together for my junior planners when I was still working in Korea.
The presentation deck might be a bit old (it's in 4:3 format), and slightly more tailored to how I saw the state of strategy & planning in Korea, but a lot of its content should still hold true today.
Hope you enjoy the read!
This is a presentation from the online course 'Crash Course to Digital Strategy' that you can sign up to on Skillshare for $20 http://skl.sh/VOj2ol
Writing a Digital Creative Brief and a Communications Framework is a key role of a great Digital Strategist. In this presentation I cover the most important parts of writing a brief and communications framework. Using examples of stand out work from the past five years.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
What would you say is the most challenging brand in 2013? From Disney Princess, to nightclub brawling, Playboy revealing train-wreck...welcome to brand Lindsay Lohan. The brand equity in Lindsay is at an all time low, and she desperately needs to regain some public respect in order to get back to the job of show biz. So can we use digital, a platform that nearly crucified her career, to help Lindsay turn it around?
You can now download the presentation directly from Slideshare.
*Disclaimer this is just my imaginary example of a Comms Plan for the Puma work and not the actual strategy that was created by Droga5 for Puma. I had nothing to do with that plan and am just a fan of their work.
What is Comms Planning? is a presentation that provides a clear answer of the role of the Comms Planner within an Advertising Agency. I use the example of the Puma Social campaign to prove the point.
The potential unemployment owing to automation and improvements in ICTs is likely to be more drastic than earlier rounds of automation. Will people be redundant at the workplace? Is this likely to lead to unemployment and strife? Or can we use this opportunity to explore more art, travel, have more fun, in short be more human?
Derived from the Latin term for “enslaved by” or “bound to”, Addictions primarily lead to cravings, dependence and uncontrollable use with negative consequences. Today, Addictions are being recognized as chronic diseases that alter both the structure as well as the function of the brain. With the evolution of humans and technology, addictions and compulsions are undergoing a constant metamorphosis and ave evolved from substance, behavioral and impulse controlled disorders to territories around Social media, electronics and applied science.
Lifelogging is the practice of tracking personal data generated by our own behavioral activities in continuous digital streams. As it is slowly becoming mainstream, it raises a lot of intriguing questions and thoughts.
Lifelogging and self-tracking are altering the Futures of:
Memory,
Remembering,
Forgetting,
Storytelling,
Privacy,
Law enforcement,
Governance,
Bodies,
and our very Humanness.
This report explores these questions, thoughts and futures.
In 2013, the Institute of Customer Experience designed a board game called “Trip to the Future” which was used to conduct “playshops” for children to get insights into how children’s minds work in visualizing the future.
Three years later, at Kala Ghoda Arts Festival 2016 held in Mumbai, we had an opportunity to conduct two similar playshops—one for an NGO called Akanksha and the second for the KGAF 2016 festival children.
The responses we received were intriguing and actually point to current trends in 2016, indicating the directions in which technology will evolve in the future.
Response-Trend that emerged:
1. Practical space exploration
2. Beneficial intelligence
3. Maker movement (3D printing)
4. Space-saving automated tech
5. Cognitive Internet of Things
6. Immersive screen display
7. Augmented knowledge (and immortality)
Love is a very complex emotion to decode. Or is it?
Machines and their relationship with humans have been explored in great detail. However the impact of machines on the future of love and the connection between technology and emotions seem more pertinent now than before.
Taking off our from our ICE breaker on Child's Play of the Future, here we present five futuristic scenarios of a highly intelligent and self-adapting toy and its interactions with a child.
The first in a series on the Future of Money. Sponsored by The Institute of Customer Experience (ICE).
Today’s world increasingly challenges us to think differently about value and money. Almost everyone agrees that reputation is important. But how important is it? Does it have an impact on your finances? What is the currency of reputation and is it transferable or exchangeable?
Link - http://ice.humanfactors.com/money.html
Waste management is an important part of any sustainable future. In this report we present our views on Sustainable Futures for India from a waste management perspective.
-- We research and present our findings on why waste management is becoming increasingly important for India.
-- Who are the stakeholders involved in waste management? What happens to our waste - lifecycle of our waste.
-- We explore global trends in waste management and present innovative uses of waste from around the world.
-- Finally, we come down to the biggest challenges that India faces in waste management.
-- We identify two key pressing issues and propose innovative solutions for the same.
As part of Institute of Customer Experience, we are constantly on the look out for opportunities that give us an insight into the future of things. We wanted to explore the concept of “beginner’s mind” which is said to be an attitude of openness, eagerness and lack of preconceptions and realized that it was the mind of a child that we wanted a peek into.
We ideated and devised a unique way of getting children to give us their insights about what they think will happen in the future. The result was a board game called “The Trip to the Future” which we used to conduct “playshops”. This method got us very exciting responses. We would love to take you through the journey.
Is our current materialistic lifestyle sustainable for our planet? How long can we continue to do things that make us feel good, but that are harmful and not sustainable for our environment? We need to start seeing our interests and nature’s interest as one and the same.
At, HFI’s Institute of Customer Experience (ICE) we believe that there is hope to turn things around from leading a materialistic lifestyle that is indifferent to the planet to leading a sustainable lifestyle; and we have that hope in people. So we went out searching for people from around the world who do live a sustainable lifestyle, and it shows in their work and in their personal lives each day. They are ordinary people, but with a refreshing new mindset, which makes them extraordinary. They are cleaning up our planet, making it a better place to live in, and empathizing with nature all along the way. They mobilize others into action and have drawn many to their work.
We at ICE believe that these people are the “Trendsetters for Sustainable Lifestyles”. Through the eight photobooks that follow we want to showcase their work to the world for the simple and elegant ways in which they have made a difference to the planet as individuals. They are doing their bit and as a result have positively affected communities and the environment around them. We hope they inspire our readers the way that they have inspired us. If we can learn from sustainability being their state of mind and from their work, we can make changes in our lives and fields of work to start living in a manner that will keep Earth a beautiful and habitable place for us for a very long time to come.
We come across dozens of design breakthroughs and technological innovations daily--so many that it's easy to miss important trends emerging in the chaos all around us and not connect the dots to see the BIG picture.
Here at The Institute for Customer Experience (ICE), we understand the business and design value of capturing the right trend insights at the right moment. We observe and analyse trends in design, technology, and business, and keep our fingers on the pulse of the global zeitgeist. In this series of trendbriefs, we bring you alerts on what's trending in our world and their possible impact on our future.
Subscription to ICE Breakers - http://eepurl.com/S1ZFL
What is the future of transportation? We at the Institute of Customer Experience share our insights by analyzing the trends in technological advancements in transportation, which you can find on our Facebook page: facebook.com/UXTrendspotting
A white paper presented by the Digital Lab and written by Troy Hitch and Doug Worple covering the field of branded entertainment - distributed storytelling in...
People are the Media (DDB Edmonton Edition)Eric Weaver
EDMONTON, AB, CANADA - April 28, 2010 - This is a revised edition of the keynote I gave at the Microsoft Social Media 201 Conference, with updates for DDB Edmonton clients.
AUDIENCE: Marketers, advertisers, brand managers
OPPORTUNITY: To rethink traditional approaches to marketing to leverage both traditional AND social means, to create engagement, influence and activation, rather than mere "awareness" or conversation.
Bioscoop creëert sterke emotionele betrokkenheid volgens NCMbrightfish_be
NCM Media Networks onderzocht in 2012 de emotionele impact van bioscoopreclame door middel van biometrisch onderzoek van Innerscope Research Inc.. Ze onderzochten consumenten tijdens het bekijken van reclamespots in een gesimuleerde TV-omgeving en in de bioscoop.
The Story of the Internet of Things: WebVisions Barcelona, a talk by Sce Pike...Citizen, Inc.
The Internet of Things (IoT) is a term that some have heard of, and few can pinpoint, but a vast majority of the world still isn’t aware of how this growing industry will soon effect their lives.
The current strategy of makers in this field capitalizes on the availability of new technologies to solve for problems that don’t exist. This approach doesn’t look at the true needs of users.
Our lives are composed of patterns that make up stories. What patterns will we uncover with the advancements in IoT? What stories will we be able to tell about ourselves using these new technologies? The Story of the Internet of Things is also the story of us.
What can the Internet of Things become when a platform is established that allows for a true ecosystem of compatible devices? Sce Pike, Chief Experience Officer of Citizen, Inc. looks at strategies, objectives, and values to consider in the creation of IoT products and services, to drive the industry towards mass adoption and truly needed problem solving.
A talk by Scé Pike, Chief Experience Officer of Citizen, Inc., presented at WebVisions Barcelona June 20th, 2014.
http://pluscitizen.com
For most people, Black Friday kicks off the holiday shopping season. It’s a time of year to relish terrific savings and wonderful retail experiences. Others find all the activity too frenzied to participate, saving their dollars and time for Cyber Monday. No matter where you stand on the spectrum of holiday consumerism, it’s undeniably the most important time of year for most brands and retailers.
Download the 2011 Retail Brands Report and see how consumers speak about the five largest retail brands in social media and discover how and why brands relate to their customers. Networked Insights’s analysts examined real-time consumer data to reveal trending topics and brand conversations, as well as insights on consumer behavior/preference, all segmented by five different consumer types.
GE's Jon Lombardo presents how GE became a conPercolate
GE has fascinating social content across virtually all the platforms and they achieved this by knowing their context, thinking about why people share and letting go of the brand (kind of). The result has been increased engagement and content creation across all their social presences.
How a regional challenger brand in the uninteresting insurance business has been repositioned into one of the Northwest's most talked about brands. PEMCO's Playbook.
Entertainment in the Era of the Selfie - Edelman 2014Edelman
Edelman’s eighth annual entertainment study explores how and why people consume and share entertainment. The study’s findings highlight people’s expectations for unprecedented control over their entertainment experiences. The study looks at the U.S., UK and China, and was co-commissioned by Edelman and MATTER, and fielded by Edelman Berland.
Learn more: http://edl.mn/edelent
1. ASSIGNMENT FOR Skillshare Course:
Crash Course in Digital Strategy
Tutor: @juliancole
FAN OUT EXPANDING THE VIEWERSHIP
DIGITAL RATEGY
BY
PATRICK MEEHAN
@ideas4pleasure
www.iampatrickmeehan.com