Lyndon Williams discusses his approach to strategy and planning. He explains that while he has a plan, it is a secret. He notes that insight and strategy are needed to order randomness and make brands and consumers happy. Williams also outlines a 7-step process for developing strategy and planning, including defining goals, research, and selecting appropriate media channels. Finally, he considers challenges and opportunities for an agency over the next three years, such as winning new business, developing culture, and experimenting with new processes.

1. “Of
course
I
have
a
plan.
But...
i
t's
a
secret.”
Thoughts
o
n
Strategy
&
Planning
by
Lyndon
Wil
liams

2. WHY ARE WE HERE?
o To answer some questions with answers about my
approach towards strategy and planning in the
context of my experience.
o To give my input as to how {Insert Agency Name
Here} should evolve over the next three years.
o To learn something from each other

3. HOW WILL I DO THIS?
With some help from two friends, both master
strategists and planners

4. WHAT DO THEY SAY?
“I believe that no matter how random things may
appear, there's still a plan.”
Colonel Hannibal Smith
“Advertising is based on one thing, happiness. And you
know what happiness is? Happiness is the smell of a new
car. It's freedom from fear. It's a billboard on the side of the
road that screams reassurance that whatever you are
doing is okay. You are okay.”
Don Draper

5. WHERE’S THIS FROM?
Insight in to the nature of human beings going about their
business in the world
• Driven by propositions
• Augmented by manifestos
• Implemented by planning
• Wrapped in creativity
• Delivered by media

6. WHO’S THIS FOR?
For Brands
To achieve their business goals
For Consumers
To achieve their personal goals
For Agencies
To achieve their professional goals

7. WHERE’S THIS
HAPPENING?
Everywhere
Strategy and Planning is found expressed in a every media
channel directing every message
Everyday
From cradle to grave brands shape the lives of consumers,
their societies and their cultures.

8. BUT WHAT ABOUT MY
FRIENDS?
Hannibal Smith said that, “No matter how random things
may seem, there is always a plan.”
Don Draper mentioned that, “Advertising {Brands} are based
on one thing – happiness.”
Our insight is this.
As brand marketing professionals, we order the random
with plans based on strategy to make brands and
consumers happy, by creating opportunities and developing
mutually beneficial relationships.

9. WHOA!
• “Hey, but we know all this stuff, Lyndon!?!?!?”
• A method to the madness - my process.
• 7 Steps

10. THE PROCESS
1.) What?
2.) Why?
3.) When?
4.) How?
Strategy
5.) Where?
6.) Who?
7.) With what?
Planning {Mechanics}
Strategy
Defines the goal of the brief, supported by evidence from research, guiding the production of creative
assets & content
Planning
Integrates the assets & content and selects the appropriate medium / media channels for the delivery
and defines the KPI’s and core metrics used to tweak or adjust channels or content

11. ”FIVE Ws” (and one H)

12. BRIEFS IN DETAIL
• Every piece of work is guided by a brief which aims to
deliver the following:
• Insight
• Proposition
Research, Intuition & Creativity
• Manifesto
• Mechanics
Intelligent & Measurable

13. THE END RESULT
• Holistic
• Neutral
• Aware
A Simple Powerful Process
• Scalable
• Measurable

14. BEING LIKE PIXAR
• 11 Blockbusters (and counting)
• Rapid and agile collaborative style of work
• Rigorous critique aimed at healthy perfectionism
• “From suck to non-suck”

15. THREE YEARS TIME
o What are the challenges I think {Insert Agency
Name Here} will face over the next three years?
o How should {Insert Agency Name Here} evolve
to meet those challenges?

16. THE CHALLENGES
GENERALLY
o Clients are always going to expect more for less, some of them more and others of them
less so; how do we address that?
• Offshoring & Outsourcing Production
• Adaptable business model
• Large networks close ranks
o Winning new business
o Developing the brand of {Insert Agency Name Here}
o Winning awards
o Exceeding client expectations
o Developing a name as an innovator
o Attracting the best talent

17. THE CHALLENGES
SPECIFICALLY
o Content Curation & Creation Agencies
• Fiction & Friction
o Publishers
• Sink or Swim Fast
o Independent Digital Agencies want to go Integrated
• Growth Strategy {Competition}
o Culture
• How are client or organisational changes going to effect agency
culture?

18. THE OPPORTUNITIES
o Do awesome work!
o Experiment
• With new processes
• Approaches to developing strategy, concept & production {Agile}
o Set aside time for staff to develop independent, work related ideas – {Insert
Agency Name Here} Boffin Days
o Foster & encourage Collaboration
o Keep up to date on new digital trends, such as geo-fencing push marketing and
collaborative social search technologies

19. “Of
course
I
have
a
plan.
But...
i
t's
a
secret.”
The
Secret
i
s
Simplicity
&
Focus