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!
!
1
not just for rocket scientists
BU School of Management
4.10.14
ross cidlowski
11+ years advertising & innovation
San Francisco, New York, Boston
HI. I’M ROSS
New DadSneakerheadTarheel
•Source: NYC Photo Chris Ozer
!
!
SOME AGENCIES
3
!
SOME CLIENTS
4
RESEARCH
5
Interesting data is all around us.
!
Collecting that interesting data makes it
possible to do great work.
!
Some people live at the intersection of
research and marketing.
!
!
ITS NOT JUST FOR ROCKET SCIENTISTS
6
ACCOUNT PLANNERS
7
GET PAID TO UNCOVER
PEOPLE’S LIVES
INVENTED IN THE 1960S
8
“Planners are in a unique position in their jobs
because they have an understanding of the
audience through research expertise AND an
understanding of how it will be applied within their
own business, thus they provide a crucial bridge.”
9
- Merry
Baskin
PLANNING IS
10
•source: farrah bostic
PLANNING IS ABOUT INCREASING YOUR
SHOOTING PERCENTAGE
11•Source: M!
PLANNING......
12
Gets different disciplines into the conversation
!
Is a tool for new business
!
Helps the creative work and work harder
!
Makes the agency smarter
Effectiveness
PLANNING IS MEASURED ON ONE THING
13
Planners build knowledge through observation & validation
• Above all else, ensure the work actually works
•?•?•?•?••?•?•?•?
?•?•?•?•?•?•?•?•?
•?•?•?•?••?•?•?•?WHAT DO PLANNERS DO?
14
??
PLANNERS WEAR MANY HATS
15
Makers
Sociologists
Researchers
Explorers
Storytellers
Culturists
!
Why would people to eat a
candy bar unchanged since the
1960s?
EXPLORERS
16
How do we put wonder in
a can?
How do we regain trust when
we are a meme for bad?
RESPONSIBILITY PROJECT
STORYTELLERS
17
CULTURISTS
18
RESEARCHERS
19
SOCIO-PSYCH-OLOGISTS
MAKERS
21•16
Make the advertising happen
Make the advertising good
Make the advertising work
- CONTROLLED FRICTIONWHERE WE FIT
22
Account
Creative
Planning
Source: Gareth Kay
THE PLANNING PROCESS
23
Defining the
problem
Building Insights
& Strategies
Inspiring
Creatives
Selling the
Work
Measuring
Impact
REAL PLANNING
24
I. DEFINING THE PROBLEM
25
Most of the time SOMETHING IS WRONG --> enter the agency
The target, the competitive set, the benefit, the proposition, not enough information, etc
!
The other half of the time, the problem isn’t clearly defined enough:
Telling your agency your brand lacks awareness is like telling the doctor something hurts
2008 financial crisis
Changed financial mindset & the world
forever
!
!
Lack financial institution trust
Consumers eyes-wide open & wallets half-
shut
A LOSS OF TRUST
26
Endless research methodologies, it boils down to 2 types:
Qualitative - Rich immersive learnings & data through people’s true
thoughts, feelings and actions
!
Quantitative - Studies that effectively engage larger populations for data
set validation
ENTER RESEARCH
27
Pros
Deep dives & serendipitous
discovery
Cons
Limited sample size
QUALITATIVE RESEARCH
28
Focus / friendship groups
Roundtable discussions on particular topic (product, brand, behavior)
Ethnographies Intimate immersions uncover context of real-world consumer experiences
User/ experience testing
Usability learning centered around product interactions
Message Testing
Determines core responses how consumers relate to key messages such as motivation,
branding, and cohesiveness
Positioning
Determines key point of differentiation amongst category and beyond
Concept testing & development Evaluates messages / features through exploration and comparison
Branding Understand consumers social and internal perception of “brand” for effective positioning
QUANTITATIVE RESEARCH
29
Pros
Scale and validation; clients
love data!
Cons
Pre-defined exploration; can’t capture cultural cues
Segmentation Data variables based on correlation; often used for prioritizing consumer groups
Factor Analysis Correlates large number of variables to determine basic factor relationships
Cluster Analysis
Data based on grouping people on demographics & psychographics
Attitude & Usage
Behavior, knowledge, perceptions, attitudes, and brand use to be applied to positioning, product
development, creative strategy, or market segments
Omnibus
Data on variety of subjects is collected during same interview
Panels Recruited users answer series of questions across different topics
Copytesting
Diagnostic(story, credibility, uniqueness, stand out) and Evaluative (engagement, communication,
motivation
Product / Concept Testing Scoring products based on attributes to determine benchmarks
!
Secondary Digging
RESEARCH OVERVIEW
30
Qualitative Focus Groups
Quantitative Concept
Testing & Optimization
Citizen & User
Experiences
Global Unmet
Needs Study
!
Semiotics Braintrust
discussions
Cultural Anthropology
Quantitative Panel Research
“If I had asked people what they wanted, they
would have said faster horses”
- Henry Ford
RESEARCH IS A MEANS TO UNDERSTANDING
NOT THE END ALL BE ALL
31
Insights are profound human truths specific
about people, categories, products,
businesses, and brands that are presented
in a fresh stimulating way
II. BUILDING INSIGHTS
32
ISNT
Kids like to build stuff. Parents like when their kids
build things because it keeps kids busy and
teaches them how to problem solve.
!
IS
Parents believe that children who are creative
problem solvers will do better and achieve more in
their personal and professional lives.
INSIGHT
33
DIFFERENT TYPES OF INSIGHTS
34
INSIGHTS DON’T JUST REFLECT REALITY
35
“It’s illuminating & romantic”
!
(When talking about convertibles) “everyone thinks beach and sun, but at night its like
you’re in a space ship” - Lance Jensen
GOOD INSIGHTS CAN LEAD TO GREAT WORK
36
Brand History / Equity / Values
Mission Statement
Brand Tracker
Stakeholder Interviews
GETTING TO GOOD INSIGHTS
37
Business Brand
ConsumerEngagement
Cultural Context / Attitudes /
Motivations
3rd party data
Quantitative Surveys
Qualitative Research
Social Listening
Market Share & Competitive Data
Competitrak
Financial Analyst Reports
Sales Trends
Behaviors / Media / Purchase
Experiential Research
Customer Journeys
Qual & Quant Research
Who we trust has changed
Our biggest challenge was just as we were trying to build relationships,
our category and our company are challenged by a loss of trust
END OF INSTITUTIONAL ERA
38
0%
10%
20%
30%
40%
1973% 2010%
30%
17%
General Social Survey, University of Chicago!
There’s been a
decades-long trust
decline in
institutions
And, trust in other
people is replacing
the void
0%
20%
40%
60%
80%
2002# 2012#
22%
72%$
Edelman Trust Barometer, 2012!
The time when we turned to institutions to form opinions and
make decisions has ended. Over the past 30 years, we’ve
witnessed this steady decline and entered a new era.!
!
One that represents a fundamental shift in how we access
information and influence our lives. It’s called the Human Era –
and it’s based on mutuality and respect. Where people
connect with one another at eye level.!
!
And everyone has a voice."
!
HUMANERABRANDS.COM"
WE ARE LIVING IN THE HUMAN ERA
39
40
Capture value!
!
Inside–out!
!
Transactions!
!
Hierarchy!
!
Acquisition!
!
Create value!
!
Outside–in !
!
Relationships!
!
Network!
!
Organic Growth!
!
CULTURE HAS SHIFTED FROM THE INSTITUTIONAL ERA TO THE
HUMAN ERA, IMPACTING HOW BRANDS NEED TO ACT
INSIGHTS ARE THE BASIS FOR ALL
MARKETING
41
Insights
Positioning
Creative
Media
Content
All Marketing Efforts
insights become foundation for all marketing
Source: Rowena Alston
Belief
Behavior
II. SETTING THE STRATEGY
42source: mike aruz
TURNING INSIGHTS INTO STRATEGIES TAKES TIME
43
•source: Core 77
•TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK
DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE
DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUS
INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERN
DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK
SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP G
AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY
TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TA
DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE
DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUS
INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERN
DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK
SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP G
AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY
TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TA
DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE44
III. INSPIRING CREATIVES
Our Main Deliverable. Distillation of all research, thinking & discussions. Serves multiple functions.
THE BRIEF
45
Write the brief
Get some account and
media suggestions
Simplify the problem
Get away from
the idea
Come back & crack
the idea
Feed bits of
inspiration
Give them
something helpful
Build your strategic
fortress
Source: Heidi Hackemer
Rewrite the brief
CREATIVE STIMULUS
46
adaptability
 optimism
betterment
community
what really matters
Come Correct
Building Sessions
Be Positive
Start with the good parts
Collaborate but respect space
Keep bitching to a minimum
CREATIVE GUIDANCE STRATEGIES
47
It’s not easy being a Creative
Intense pressure
Weird hours
Each works differently
IV. SELLING THE WORK
48
ALWAYS BE SELLING
49
Don’t accept the client’s frame of the problem. Reframe in the terms that
are surprising but make your answer inevitable and inarguable
Bring the idea to life in ANY way possible
Tell a story: the power of an idea, the problem, an even bigger problem,
catalyst for change, how we know we’re right
Sell early and often: Planner’s should never hide, be front and center selling
the mythical creative with an effective strategy
!
•Source: Rowena
Alston
V. MEASURING IMPACT
50
Old world
wait for 3/6/12
months sales
data
New World
real-time
measurement &
reporting for 24/7
optimization
Work can always be made better - culture & consumer behavior shifts
Planners work with media & analytics:
•Define program goals
•Develop learning & measurement plans
V. MEASURING IMPACT
51
Test Measure Learn Optimize
Analytics
Brand Tracking
Engagement
Measurement
Buzz Metrics
Source: Rowena Alston
STOCK
RESULTS
52
TRUSTCUSTOMER
SATISFACTION &
FAVORABILITY
Rich Equity - Japanese heritage
!
Limited Growth - Lack of distribution & a small budget 

!
Nationwide qualitative research - Understand imported beer
category dynamics and potential barriers for adoption

!
The Issue - When asked to identify a Sapporo, consumers drew
the 20oz silver can, which hadn’t changed in 20 years, and was
found only in convenience stores. 

!
The Truth - Sapporo’s biggest equity lay outside the primary
engagement point of sushi restaurants.

!
The Solve - Bring the Sapporo can to the people and the places
where they expect it it via programs of discovery.

!
Results - In the year following the events, the brand grew 11% and
gained 2% category share in the US; which was over 50%; double
its nearest competitors combined.

!
CASE STUDY - SAPPORO
53
GOOD RESEARCH THAT LED TO GOOD STRATEGY
54
20 years!
IDENTIFY CATEGORY SAMENESS & DO THE OPPOSITE
55
WANT TO BE A PLANNER?
56
MY CAREER PATH WAS SURPRISING
57
School
History Major
Journalism Minor
Portfolio School
Planner
Internship
Self Marketing
Freelance
Internship
IDEAL PLANNER DNA
58
!
A good intellect & innate
curiosity
Capable of daring leaps
Humanity and empathy
A dose of anxiety
Weird wiring
Geeking out
Ability to perform
Brave
•*SUBJECT TO CHANGE WITHOUT RHYME OR REASON AT ANY
GIVEN MOMENT. YOUR PLANNING LICENSE CAN BE REVOKED
WITHOUT ADVANCE NOTICE. NO AGENCY SHALL BE
RESPONSIBLE FOR EMOTIONAL OR PSYCHOLOGICAL STRESS AS
A RESULT.
New business scour on
blogs & social media,
A DAY IN YOUR LIFE*
59
•Competitive Dig for Market
Analysis
•Write tactical brief for
Dunkin Donuts Summer
Promotion Biscuit
Breakfast
•Sharing stimulus in
creative briefing
•Developing hypotheses &
initiatives for go-to-market
launch strategy on Cigna
•Get Organized for
day and week ahead
READ THESE
60
Gareth Kay
FOLLOW THEM
61
•Mark Earls •Russell •Heather LeFevre
HIRE ME?
62
“THE WAY TO BE INTERESTING IS TO BE INTERESTED.”
- RUSSELL DAVIES
63
You’d be surprised how much easier it’s for people to discuss tangible
things. It gives you a perspective and a chance to show off how you
think. Go make something, right or wrong, and see what it inspires.
MAKE STUFF
64
“Consistency is the last refuge of the unimaginative”
- Oscar Wilde
DONT BE AFRAID OF FAILURE
65
•Source: Gareth Kay / Mark Lewis
66
QUESTIONS / THOUGHTS / COMMENTS
67
THANKS
68
•
  	

tavarua@hotmail.com
Lifefilter
humanerabrands.com

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Not Just For Rocket Scientists

  • 1. ! ! 1 not just for rocket scientists BU School of Management 4.10.14 ross cidlowski
  • 2. 11+ years advertising & innovation San Francisco, New York, Boston HI. I’M ROSS New DadSneakerheadTarheel •Source: NYC Photo Chris Ozer
  • 6. Interesting data is all around us. ! Collecting that interesting data makes it possible to do great work. ! Some people live at the intersection of research and marketing. ! ! ITS NOT JUST FOR ROCKET SCIENTISTS 6
  • 7. ACCOUNT PLANNERS 7 GET PAID TO UNCOVER PEOPLE’S LIVES
  • 8. INVENTED IN THE 1960S 8
  • 9. “Planners are in a unique position in their jobs because they have an understanding of the audience through research expertise AND an understanding of how it will be applied within their own business, thus they provide a crucial bridge.” 9 - Merry Baskin
  • 11. PLANNING IS ABOUT INCREASING YOUR SHOOTING PERCENTAGE 11•Source: M!
  • 12. PLANNING...... 12 Gets different disciplines into the conversation ! Is a tool for new business ! Helps the creative work and work harder ! Makes the agency smarter
  • 13. Effectiveness PLANNING IS MEASURED ON ONE THING 13 Planners build knowledge through observation & validation • Above all else, ensure the work actually works
  • 15. PLANNERS WEAR MANY HATS 15 Makers Sociologists Researchers Explorers Storytellers Culturists
  • 16. ! Why would people to eat a candy bar unchanged since the 1960s? EXPLORERS 16 How do we put wonder in a can? How do we regain trust when we are a meme for bad?
  • 22. Make the advertising happen Make the advertising good Make the advertising work - CONTROLLED FRICTIONWHERE WE FIT 22 Account Creative Planning Source: Gareth Kay
  • 23. THE PLANNING PROCESS 23 Defining the problem Building Insights & Strategies Inspiring Creatives Selling the Work Measuring Impact
  • 25. I. DEFINING THE PROBLEM 25 Most of the time SOMETHING IS WRONG --> enter the agency The target, the competitive set, the benefit, the proposition, not enough information, etc ! The other half of the time, the problem isn’t clearly defined enough: Telling your agency your brand lacks awareness is like telling the doctor something hurts
  • 26. 2008 financial crisis Changed financial mindset & the world forever ! ! Lack financial institution trust Consumers eyes-wide open & wallets half- shut A LOSS OF TRUST 26
  • 27. Endless research methodologies, it boils down to 2 types: Qualitative - Rich immersive learnings & data through people’s true thoughts, feelings and actions ! Quantitative - Studies that effectively engage larger populations for data set validation ENTER RESEARCH 27
  • 28. Pros Deep dives & serendipitous discovery Cons Limited sample size QUALITATIVE RESEARCH 28 Focus / friendship groups Roundtable discussions on particular topic (product, brand, behavior) Ethnographies Intimate immersions uncover context of real-world consumer experiences User/ experience testing Usability learning centered around product interactions Message Testing Determines core responses how consumers relate to key messages such as motivation, branding, and cohesiveness Positioning Determines key point of differentiation amongst category and beyond Concept testing & development Evaluates messages / features through exploration and comparison Branding Understand consumers social and internal perception of “brand” for effective positioning
  • 29. QUANTITATIVE RESEARCH 29 Pros Scale and validation; clients love data! Cons Pre-defined exploration; can’t capture cultural cues Segmentation Data variables based on correlation; often used for prioritizing consumer groups Factor Analysis Correlates large number of variables to determine basic factor relationships Cluster Analysis Data based on grouping people on demographics & psychographics Attitude & Usage Behavior, knowledge, perceptions, attitudes, and brand use to be applied to positioning, product development, creative strategy, or market segments Omnibus Data on variety of subjects is collected during same interview Panels Recruited users answer series of questions across different topics Copytesting Diagnostic(story, credibility, uniqueness, stand out) and Evaluative (engagement, communication, motivation Product / Concept Testing Scoring products based on attributes to determine benchmarks
  • 30. ! Secondary Digging RESEARCH OVERVIEW 30 Qualitative Focus Groups Quantitative Concept Testing & Optimization Citizen & User Experiences Global Unmet Needs Study ! Semiotics Braintrust discussions Cultural Anthropology Quantitative Panel Research
  • 31. “If I had asked people what they wanted, they would have said faster horses” - Henry Ford RESEARCH IS A MEANS TO UNDERSTANDING NOT THE END ALL BE ALL 31
  • 32. Insights are profound human truths specific about people, categories, products, businesses, and brands that are presented in a fresh stimulating way II. BUILDING INSIGHTS 32
  • 33. ISNT Kids like to build stuff. Parents like when their kids build things because it keeps kids busy and teaches them how to problem solve. ! IS Parents believe that children who are creative problem solvers will do better and achieve more in their personal and professional lives. INSIGHT 33
  • 34. DIFFERENT TYPES OF INSIGHTS 34
  • 35. INSIGHTS DON’T JUST REFLECT REALITY 35 “It’s illuminating & romantic”
  • 36. ! (When talking about convertibles) “everyone thinks beach and sun, but at night its like you’re in a space ship” - Lance Jensen GOOD INSIGHTS CAN LEAD TO GREAT WORK 36
  • 37. Brand History / Equity / Values Mission Statement Brand Tracker Stakeholder Interviews GETTING TO GOOD INSIGHTS 37 Business Brand ConsumerEngagement Cultural Context / Attitudes / Motivations 3rd party data Quantitative Surveys Qualitative Research Social Listening Market Share & Competitive Data Competitrak Financial Analyst Reports Sales Trends Behaviors / Media / Purchase Experiential Research Customer Journeys Qual & Quant Research
  • 38. Who we trust has changed Our biggest challenge was just as we were trying to build relationships, our category and our company are challenged by a loss of trust END OF INSTITUTIONAL ERA 38 0% 10% 20% 30% 40% 1973% 2010% 30% 17% General Social Survey, University of Chicago! There’s been a decades-long trust decline in institutions And, trust in other people is replacing the void 0% 20% 40% 60% 80% 2002# 2012# 22% 72%$ Edelman Trust Barometer, 2012!
  • 39. The time when we turned to institutions to form opinions and make decisions has ended. Over the past 30 years, we’ve witnessed this steady decline and entered a new era.! ! One that represents a fundamental shift in how we access information and influence our lives. It’s called the Human Era – and it’s based on mutuality and respect. Where people connect with one another at eye level.! ! And everyone has a voice." ! HUMANERABRANDS.COM" WE ARE LIVING IN THE HUMAN ERA 39
  • 40. 40 Capture value! ! Inside–out! ! Transactions! ! Hierarchy! ! Acquisition! ! Create value! ! Outside–in ! ! Relationships! ! Network! ! Organic Growth! ! CULTURE HAS SHIFTED FROM THE INSTITUTIONAL ERA TO THE HUMAN ERA, IMPACTING HOW BRANDS NEED TO ACT
  • 41. INSIGHTS ARE THE BASIS FOR ALL MARKETING 41 Insights Positioning Creative Media Content All Marketing Efforts insights become foundation for all marketing Source: Rowena Alston Belief Behavior
  • 42. II. SETTING THE STRATEGY 42source: mike aruz
  • 43. TURNING INSIGHTS INTO STRATEGIES TAKES TIME 43 •source: Core 77
  • 44. •TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERN DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP G AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TA DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERN DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP G AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TA DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE44 III. INSPIRING CREATIVES
  • 45. Our Main Deliverable. Distillation of all research, thinking & discussions. Serves multiple functions. THE BRIEF 45 Write the brief Get some account and media suggestions Simplify the problem Get away from the idea Come back & crack the idea Feed bits of inspiration Give them something helpful Build your strategic fortress Source: Heidi Hackemer Rewrite the brief
  • 47. Come Correct Building Sessions Be Positive Start with the good parts Collaborate but respect space Keep bitching to a minimum CREATIVE GUIDANCE STRATEGIES 47 It’s not easy being a Creative Intense pressure Weird hours Each works differently
  • 48. IV. SELLING THE WORK 48
  • 49. ALWAYS BE SELLING 49 Don’t accept the client’s frame of the problem. Reframe in the terms that are surprising but make your answer inevitable and inarguable Bring the idea to life in ANY way possible Tell a story: the power of an idea, the problem, an even bigger problem, catalyst for change, how we know we’re right Sell early and often: Planner’s should never hide, be front and center selling the mythical creative with an effective strategy ! •Source: Rowena Alston
  • 50. V. MEASURING IMPACT 50 Old world wait for 3/6/12 months sales data New World real-time measurement & reporting for 24/7 optimization
  • 51. Work can always be made better - culture & consumer behavior shifts Planners work with media & analytics: •Define program goals •Develop learning & measurement plans V. MEASURING IMPACT 51 Test Measure Learn Optimize Analytics Brand Tracking Engagement Measurement Buzz Metrics Source: Rowena Alston
  • 53. Rich Equity - Japanese heritage ! Limited Growth - Lack of distribution & a small budget ! Nationwide qualitative research - Understand imported beer category dynamics and potential barriers for adoption ! The Issue - When asked to identify a Sapporo, consumers drew the 20oz silver can, which hadn’t changed in 20 years, and was found only in convenience stores. ! The Truth - Sapporo’s biggest equity lay outside the primary engagement point of sushi restaurants. ! The Solve - Bring the Sapporo can to the people and the places where they expect it it via programs of discovery. ! Results - In the year following the events, the brand grew 11% and gained 2% category share in the US; which was over 50%; double its nearest competitors combined. ! CASE STUDY - SAPPORO 53
  • 54. GOOD RESEARCH THAT LED TO GOOD STRATEGY 54 20 years!
  • 55. IDENTIFY CATEGORY SAMENESS & DO THE OPPOSITE 55
  • 56. WANT TO BE A PLANNER? 56
  • 57. MY CAREER PATH WAS SURPRISING 57 School History Major Journalism Minor Portfolio School Planner Internship Self Marketing Freelance Internship
  • 58. IDEAL PLANNER DNA 58 ! A good intellect & innate curiosity Capable of daring leaps Humanity and empathy A dose of anxiety Weird wiring Geeking out Ability to perform Brave
  • 59. •*SUBJECT TO CHANGE WITHOUT RHYME OR REASON AT ANY GIVEN MOMENT. YOUR PLANNING LICENSE CAN BE REVOKED WITHOUT ADVANCE NOTICE. NO AGENCY SHALL BE RESPONSIBLE FOR EMOTIONAL OR PSYCHOLOGICAL STRESS AS A RESULT. New business scour on blogs & social media, A DAY IN YOUR LIFE* 59 •Competitive Dig for Market Analysis •Write tactical brief for Dunkin Donuts Summer Promotion Biscuit Breakfast •Sharing stimulus in creative briefing •Developing hypotheses & initiatives for go-to-market launch strategy on Cigna •Get Organized for day and week ahead
  • 61. Gareth Kay FOLLOW THEM 61 •Mark Earls •Russell •Heather LeFevre
  • 63. “THE WAY TO BE INTERESTING IS TO BE INTERESTED.” - RUSSELL DAVIES 63
  • 64. You’d be surprised how much easier it’s for people to discuss tangible things. It gives you a perspective and a chance to show off how you think. Go make something, right or wrong, and see what it inspires. MAKE STUFF 64
  • 65. “Consistency is the last refuge of the unimaginative” - Oscar Wilde DONT BE AFRAID OF FAILURE 65 •Source: Gareth Kay / Mark Lewis
  • 66. 66
  • 67. QUESTIONS / THOUGHTS / COMMENTS 67