The document discusses how planning in the era of immediate delivery requires preparedness and the ability to pivot quickly. It recommends adopting "The Newsroom Model" of being ready to shift strategies and campaigns based on breaking news and trends. Specifically, it advises having the ability to change locations or messages, closely following cultural trends, prioritizing quality over speed, functioning as a 24/7 team, and creating flexible communications plans. The overall message is that immediate response requires advance preparation, not just reaction.

1. PLANNING IN THE ERA OF
IMMEDIATE DELIVERY
Pete Scanlon

2. In 2011, New Yorkers could read Tweets
about the D.C. earthquake 30 seconds
before they felt it.
And that was 3 years ago…

3. Whether it’s clients, consumers or our significant
others, we live an age where delivery is often
expected yesterday.

4. And Immediacy isn’t just taking place in one
medium.
Print OOH
Social Experiential

5. In an era of real time…
how do capitalize on fleeting moments?

6. Hint: It’s not magic

7. It’s about preparedness

8. The Newsroom Model

9. The Newsroom Model
360i, one of the pioneers in creating “The
Newsroom Mentality” makes it abundantly clear
that The Newsroom is not “Real Time Marketing”
*
* Property of 360i

10. Again, it’s not about instantaneous lightning in a
bottle – it’s about preparedness.

11. HOW TO BE PREPARED
Ability To Pivot
Keeping A Pulse On Culture
Not about being first, but being first to do it right
Function as a 24/7 Juggernaut
Communications Plan in an immediate fashion

12. 1. Ability To Pivot

13. 1. Ability To Pivot
When T-Mobile asked Jack Morton to launched Music Freedom
initiative with a name like Macklemore, we were thrilled. We
identified the perfect venue in Los Angeles and planned accordingly.
When news of Samsung and Amazon holding major
announcements that same week in Seattle broke, we had the
confidence and agility to relocate the event to Macklemore’s home
town. A calculated strategic decision, which while demanding, paid
dividends.
This event and initiative kept momentum rolling and August 2014
marked T-Mobile’s most successful month as a company.

14. 2. Keeping A Pulse On Culture

15. 2. Keeping A Pulse On Culture
#SHIRTCEPTION
So that when this starts
tearing up the web

16. 2. Keeping A Pulse On Culture
So that when this starts
tearing up the web
Your brand can
join the party
#SHIRTCEPTION

17. 2. Keeping A Pulse On Culture
And when this happens

18. 2. Keeping A Pulse On Culture
And when this happens
Your brand is there to own
it. Regardless of medium

19. 3. Not about being first, but being first to do it right

20. 3. Not about being first, but being first to do it right
Doing it just to do it: Delivering on brand
identity:

21. 4. Function as a 24/7 Juggernaut

22. 4. Function as a 24/7 Juggernaut
Example Staffing Plan for Immediate Delivery:
Creative Director Strategy Lead Executive Producer Account Lead
Designer AD CW Social Content
Multiple Levels of
Support
Open Lanes of Communication
Multiple Levels of
Support
Client Flexibility, Support and Punctual Decision Making

23. 5. Comms Plan In An Immediate Fashion

24. Robust Comms Plans are nice…but leveraging live content for
multiple channels is nicer. Comms plans need be as flexible
as social.
Example of how we leveraged a single T-Mobile Event:
Experiential
OLV
Social
TV
5. Comms Plan In An Immediate Fashion

25. It’s time for
planners of all
agencies and
disciplines to
catch up with the
times or get left
behind.