COHERENCE AND MESS
INSIGHTS AND NOISEThe role for strategy in a converged world
@NickFBarham
Friday, April 18, 2014
Friday, April 18, 2014
https://www.youtube.com/watch?v=l4q2LLX5oLw
Friday, April 18, 2014
Friday, April 18, 2014
THE SEMIOTICS
OF SAUSAGE
Friday, April 18, 2014
Friday, April 18, 2014
Friday, April 18, 2014
Friday, April 18, 2014
other pie images here kin
Friday, April 18, 2014
Friday, April 18, 2014
Friday, April 18, 2014
SOME
IMPORTANT
RELATIONSHIPSFriday, April 18, 2014
Business + creativity
Friday, April 18, 2014
Business + creativity
Friday, April 18, 2014
brands + culture
Friday, April 18, 2014
People
Friday, April 18, 2014
Friday, April 18, 2014
THE BASICS
Friday, April 18, 2014
Friday, April 18, 2014
Challenge familiarityFriday, April 18, 2014
Friday, April 18, 2014
Friday, April 18, 2014
Friday, April 18, 2014
Friday, April 18, 2014
Friday, April 18, 2014
Friday, April 18, 2014
Tell a great story
Friday, April 18, 2014
Friday, April 18, 2014
Friday, April 18, 2014
Friday, April 18, 2014
Friday, April 18, 2014
Make strange connectionsFriday, April 18, 2014
Friday, April 18, 2014
Your fans work at progressive
challenger companies
employees who like Y
Y
Z .083
.583 Y
Z .050
.950 Y
Z .083
.583
Y
Z .023...
Your followers align you with
the same types of brands
1.75
1.17
1.14
1.13
0.23
0.17
0.14
-­‐0.20
-­‐0.24
-­‐0.25
-­‐0.31
...
“It’s no surprise that more than half of the Weather Company’s ad revenue is now generated from its
digital operations, an...
?Friday, April 18, 2014
?Friday, April 18, 2014
Bring people and theirworlds to life
Friday, April 18, 2014
Friday, April 18, 2014
#LEVIS #TRUERELIGION
Friday, April 18, 2014
#LEVIS #TRUERELIGION VIA  TRUE  RELIGION
Friday, April 18, 2014
Friday, April 18, 2014
Friday, April 18, 2014
83%  
of  women  say  
important  
factor
truth
  “I  AM  WHAT
I  WEAR”  
MORE  THAN  7  OUT  OF  10  
WOMAN  PREFER  JEAN...
Friday, April 18, 2014
Friday, April 18, 2014
Friday, April 18, 2014
If all else fails...
Friday, April 18, 2014
skills
Develop your
special
Friday, April 18, 2014
Culture addictPresenter
Audience voice
ResearcherData analyst
Moderator
Information source
FuturologistFacilitatorStory te...
Friday, April 18, 2014
Friday, April 18, 2014
Don't get set into one form, adapt it and build your own, and let it grow, be like water
Emptyyour mind, be formless, shap...
Convergence is a constant process, not an
end point. Technology, creativity, and media
are constantlyevolving, and so is t...
Art And Technology Get
Closer In L.A.Lori Kozlowski, Contributor, Forbes
“L.A. is a city driven by imagination and creativ...
Friday, April 18, 2014
THE OPPORTUNITIES AND
TEMPTATIONS OF CONVERGENCEFriday, April 18, 2014
We have entered a new golden age, one in which
technology has finally caught up with humans’
endless curiosity, and one th...
Darwin todaywould not be operating this way. He would verylikelybe tweeting from
the Beagle. He would be announcing his fi...
THE STRATEGISTAS GUIDE
Friday, April 18, 2014
DATA
(AB)USE
Friday, April 18, 2014
Friday, April 18, 2014
Friday, April 18, 2014
Friday, April 18, 2014
Friday, April 18, 2014
Friday, April 18, 2014
Friday, April 18, 2014
Friday, April 18, 2014
Friday, April 18, 2014
NEOPHILA
Friday, April 18, 2014
the longera technology lives,
the longerit can be expected to live-ANTI-FRAGILE, NASSIM NICHOLAS TALEB
Friday, April 18, 2...
Friday, April 18, 2014
Friday, April 18, 2014
http://www.nytimes.com/newsgraphics/2013/10/27/south-china-sea/
Friday, April 18, 2014
Friday, April 18, 2014
Friday, April 18, 2014
Friday, April 18, 2014
Friday, April 18, 2014
Friday, April 18, 2014
Friday, April 18, 2014
Friday, April 18, 2014
Friday, April 18, 2014
Friday, April 18, 2014
The intention was good: "Let's give a behind-the-scenes glimpse into
the editorial process!" But you know what it ends up ...
OCD*
*Obsessive Curation Disorder
Friday, April 18, 2014
Friday, April 18, 2014
There’s no such thing as information
overload — onlyfilter failure.
Clay Shirky
Friday, April 18, 2014
Friday, April 18, 2014
Friday, April 18, 2014
CONTENT COMMERCE
Friday, April 18, 2014
In our focus on real time content, it is easy to overlook the bigger
opportunity that is the blurring of the boundaries be...
Friday, April 18, 2014
Friday, April 18, 2014
Friday, April 18, 2014
Friday, April 18, 2014
HYPERACTIVITY
Friday, April 18, 2014
Friday, April 18, 2014
Friday, April 18, 2014
The most important lesson from last Sunday’s event is perhaps this: the
power of an “organising idea” for a brand.
“Red Bu...
Friday, April 18, 2014
Friday, April 18, 2014
WHOWE
“GREAT BRANDS CELEBRATE WHATTHEYLOVE.
SUCCESSFUL BRANDS ARE NOT COLD: THEY HAVE A SOUL, A CHARACTER. IF YOUR
BRAND D...
Friday, April 18, 2014
technology should serve people,
not the other way around
simple, intuitive
brand behaviorbrand belief
gatorade is a cataly...
Friday, April 18, 2014
Friday, April 18, 2014
Friday, April 18, 2014
Friday, April 18, 2014
Friday, April 18, 2014
Friday, April 18, 2014
Friday, April 18, 2014
Friday, April 18, 2014
Friday, April 18, 2014
Friday, April 18, 2014
Friday, April 18, 2014
ACTION
Friday, April 18, 2014
RISKFriday, April 18, 2014
COMPETITION
Friday, April 18, 2014
DATA
(AB)USE
Friday, April 18, 2014
Planning
Client - Creative
Brand - Culture
People - People
Differentiation
Defamiliarisation
Content and commerce
Tell a g...
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thinkLA AdU: Account Planning 2014 - Nick Barham

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thinkLA AdU: Account Planning 2014 - Nick Barham

  1. 1. COHERENCE AND MESS INSIGHTS AND NOISEThe role for strategy in a converged world @NickFBarham Friday, April 18, 2014
  2. 2. Friday, April 18, 2014
  3. 3. https://www.youtube.com/watch?v=l4q2LLX5oLw Friday, April 18, 2014
  4. 4. Friday, April 18, 2014
  5. 5. THE SEMIOTICS OF SAUSAGE Friday, April 18, 2014
  6. 6. Friday, April 18, 2014
  7. 7. Friday, April 18, 2014
  8. 8. Friday, April 18, 2014
  9. 9. other pie images here kin Friday, April 18, 2014
  10. 10. Friday, April 18, 2014
  11. 11. Friday, April 18, 2014
  12. 12. SOME IMPORTANT RELATIONSHIPSFriday, April 18, 2014
  13. 13. Business + creativity Friday, April 18, 2014
  14. 14. Business + creativity Friday, April 18, 2014
  15. 15. brands + culture Friday, April 18, 2014
  16. 16. People Friday, April 18, 2014
  17. 17. Friday, April 18, 2014
  18. 18. THE BASICS Friday, April 18, 2014
  19. 19. Friday, April 18, 2014
  20. 20. Challenge familiarityFriday, April 18, 2014
  21. 21. Friday, April 18, 2014
  22. 22. Friday, April 18, 2014
  23. 23. Friday, April 18, 2014
  24. 24. Friday, April 18, 2014
  25. 25. Friday, April 18, 2014
  26. 26. Friday, April 18, 2014
  27. 27. Tell a great story Friday, April 18, 2014
  28. 28. Friday, April 18, 2014
  29. 29. Friday, April 18, 2014
  30. 30. Friday, April 18, 2014
  31. 31. Friday, April 18, 2014
  32. 32. Make strange connectionsFriday, April 18, 2014
  33. 33. Friday, April 18, 2014
  34. 34. Your fans work at progressive challenger companies employees who like Y Y Z .083 .583 Y Z .050 .950 Y Z .083 .583 Y Z .023 .267 Y Z .047 .367 Y Z .014 .115 Y Z 2.26 .038 Y Z 2.76 .537 Y Z 3.85 .001 Y Z .345 .045 Y Z .076 .005 Y Z .110 .019 employees who like Z Friday, April 18, 2014
  35. 35. Your followers align you with the same types of brands 1.75 1.17 1.14 1.13 0.23 0.17 0.14 -­‐0.20 -­‐0.24 -­‐0.25 -­‐0.31 -­‐0.36 -­‐0.75 -­‐1.00 high # of mutual Y followerslow # of mutual Z followers Friday, April 18, 2014
  36. 36. “It’s no surprise that more than half of the Weather Company’s ad revenue is now generated from its digital operations, analyzing millions of local climates to predict how shoppers’ habits swaywith the weather. In Atlanta, ice cream consumption is higherwhen summers aren’t overly hot, because ice cream is less likely to melt.” Friday, April 18, 2014
  37. 37. ?Friday, April 18, 2014
  38. 38. ?Friday, April 18, 2014
  39. 39. Bring people and theirworlds to life Friday, April 18, 2014
  40. 40. Friday, April 18, 2014
  41. 41. #LEVIS #TRUERELIGION Friday, April 18, 2014
  42. 42. #LEVIS #TRUERELIGION VIA  TRUE  RELIGION Friday, April 18, 2014
  43. 43. Friday, April 18, 2014
  44. 44. Friday, April 18, 2014
  45. 45. 83%   of  women  say   important   factor truth  “I  AM  WHAT I  WEAR”   MORE  THAN  7  OUT  OF  10   WOMAN  PREFER  JEANS   OVER  CASUAL  SLACKS Eventually,  a   good  pair  of   jeans  becomes   your  best  friend FOR  THE  OTHER  82%,   THE  QUEST  FOR  A   “DENIM  SOULMATE” IS  AN  EPIC  MISSION... EVEN  WHEN  THE   JEANS  GET  WORN  OUT “WHEN  MY  JEANS  IS  ‘SICK’   I  LOOK  TO  FIX  THEM”  OR  TO   BUY  THE  SAME  ONE  AGAIN.. ONLY  18%  OF  THEM     CONSIDER  “BRAND”  AN   IMPORTANT  FACTOR  IN   DENIM  PURCHASES ...and  they  always go  back  for another  pairpair  they  love,  they   keep  them   MORE  THAN  50%  WOMEN  FAVOR   QUALITY  &  DURABILITY  OVER  STYLE. friends  and  family  are   in  jean  purchase   decisions  (53%).   celebrities  are  a  minor   of  women. THEY  LOOK  FOR   JEANS  THAT  ARE   COMFORTABLE   (74%)  AND   FLATTERING  (71%) there  are  a  variety   body  type jean  obituaries: the  reality CONVENTION “I  AM  WHAT   I  WEAR” Source  :  lifestyle  monitor  survey,  cotton  inc,  2013 JEAN  STRUGGLES THE  ROLE  OF  DENIM  IN  WOMEN’S  LIVES   Friday, April 18, 2014
  46. 46. Friday, April 18, 2014
  47. 47. Friday, April 18, 2014
  48. 48. Friday, April 18, 2014
  49. 49. If all else fails... Friday, April 18, 2014
  50. 50. skills Develop your special Friday, April 18, 2014
  51. 51. Culture addictPresenter Audience voice ResearcherData analyst Moderator Information source FuturologistFacilitatorStory teller Strategic thinker COMEDIAN FIGHTER SOCIALMAVEN EXPERT DESIGNER Friday, April 18, 2014
  52. 52. Friday, April 18, 2014
  53. 53. Friday, April 18, 2014
  54. 54. Don't get set into one form, adapt it and build your own, and let it grow, be like water Emptyyour mind, be formless, shapeless — like water Now you put water in a cup, it becomes the cup You put water into a bottle it becomes the bottle You put it in a teapot it becomes the teapot Now water can flow or it can crash Be water, my friend Friday, April 18, 2014
  55. 55. Convergence is a constant process, not an end point. Technology, creativity, and media are constantlyevolving, and so is the converged company. It is a never-ending challenge to adapt a customer experience that, in ourdigital age, will always be in flux.Bob Lord, CEO Razorfish Friday, April 18, 2014
  56. 56. Art And Technology Get Closer In L.A.Lori Kozlowski, Contributor, Forbes “L.A. is a city driven by imagination and creativity; it’s natural that artists and technology entrepreneurs are thriving here. Much recent innovation in consumer technology has been driven by design, and many tech entrepreneurs draw their inspiration from artists and aspire to artistry in their products — so I’d expect to see increased convergence between the two worlds over time.” Friday, April 18, 2014
  57. 57. Friday, April 18, 2014
  58. 58. THE OPPORTUNITIES AND TEMPTATIONS OF CONVERGENCEFriday, April 18, 2014
  59. 59. We have entered a new golden age, one in which technology has finally caught up with humans’ endless curiosity, and one that has the potential to revolutionize a wide swath of occupations and research fields. David Weinberger, Too big to know Friday, April 18, 2014
  60. 60. Darwin todaywould not be operating this way. He would verylikelybe tweeting from the Beagle. He would be announcing his findings and initial ideas online, and people would be arguing with him all along, taking his ideas, applying them elsewhere, pushing back, criticizing him deeply— all of the things we do on the Web. That work has revolutionary, incredible value, but put into the Web, it gets teased out, amplified, corrected, as well as misunderstood and degraded. Nevertheless, that Web itself has more value than the individual content, so I would expect that Darwin today would be gathering his data from clouds of linked data, trying out ideas on the Web, and drawing those ideas in the tussle. The old rhythm of knowledge and science not coincidentallyis the rhythm of publishing. The Web has completely broken that rhythm. Friday, April 18, 2014
  61. 61. THE STRATEGISTAS GUIDE Friday, April 18, 2014
  62. 62. DATA (AB)USE Friday, April 18, 2014
  63. 63. Friday, April 18, 2014
  64. 64. Friday, April 18, 2014
  65. 65. Friday, April 18, 2014
  66. 66. Friday, April 18, 2014
  67. 67. Friday, April 18, 2014
  68. 68. Friday, April 18, 2014
  69. 69. Friday, April 18, 2014
  70. 70. Friday, April 18, 2014
  71. 71. NEOPHILA Friday, April 18, 2014
  72. 72. the longera technology lives, the longerit can be expected to live-ANTI-FRAGILE, NASSIM NICHOLAS TALEB Friday, April 18, 2014
  73. 73. Friday, April 18, 2014
  74. 74. Friday, April 18, 2014
  75. 75. http://www.nytimes.com/newsgraphics/2013/10/27/south-china-sea/ Friday, April 18, 2014
  76. 76. Friday, April 18, 2014
  77. 77. Friday, April 18, 2014
  78. 78. Friday, April 18, 2014
  79. 79. Friday, April 18, 2014
  80. 80. Friday, April 18, 2014
  81. 81. Friday, April 18, 2014
  82. 82. Friday, April 18, 2014
  83. 83. Friday, April 18, 2014
  84. 84. Friday, April 18, 2014
  85. 85. The intention was good: "Let's give a behind-the-scenes glimpse into the editorial process!" But you know what it ends up looking like? A bunch of people sitting in a meeting. That's it. Most of us have to endure enough conference room monotony of our own. Please don't subject us to yours as well, USA Today. OK, so you're a gum brand. Your videos will likely involve people chewing gum. But there's really nothing -- nothing -- interesting about a person unwrapping a piece of gum and shoving it in his mouth. It's boring. The end. Friday, April 18, 2014
  86. 86. OCD* *Obsessive Curation Disorder Friday, April 18, 2014
  87. 87. Friday, April 18, 2014
  88. 88. There’s no such thing as information overload — onlyfilter failure. Clay Shirky Friday, April 18, 2014
  89. 89. Friday, April 18, 2014
  90. 90. Friday, April 18, 2014
  91. 91. CONTENT COMMERCE Friday, April 18, 2014
  92. 92. In our focus on real time content, it is easy to overlook the bigger opportunity that is the blurring of the boundaries between content and commerce. If we accept that a majority of consumers will now experience our brands not on destination websites but distributed across the stream it is essential that we begin to build the ability to transact within the stream. Patricia McDonald Chief StrategyOfficer, Isobar Friday, April 18, 2014
  93. 93. Friday, April 18, 2014
  94. 94. Friday, April 18, 2014
  95. 95. Friday, April 18, 2014
  96. 96. Friday, April 18, 2014
  97. 97. HYPERACTIVITY Friday, April 18, 2014
  98. 98. Friday, April 18, 2014
  99. 99. Friday, April 18, 2014
  100. 100. The most important lesson from last Sunday’s event is perhaps this: the power of an “organising idea” for a brand. “Red Bull gives you wings” is the brand’s time-honoured platform and one that serves not just as the consumer proposition for its energy drinks, but also as a driving force for the business and its marketing activities. Rarely can a marketing claim have been dramatised more extravagantly. But without the brilliant distillation of the brand’s benefit down to those three words, last week’s event might never have happened. Laurence Green Marketing101/ThinkTank Friday, April 18, 2014
  101. 101. Friday, April 18, 2014
  102. 102. Friday, April 18, 2014
  103. 103. WHOWE “GREAT BRANDS CELEBRATE WHATTHEYLOVE. SUCCESSFUL BRANDS ARE NOT COLD: THEY HAVE A SOUL, A CHARACTER. IF YOUR BRAND DOES NOT HAVE A BELIEF, IF IT DOES NOT HAVE A SOUL AND DOES NOT CORRECTLY ARCHITECT ITS MESSAGES EVERYWHERE IT TOUCHES CONSUMERS, IT CAN BECOME IRRELEVANT. THE EMOTIONAL CENTRE, THE BELIEF OF A BRAND, HAS TO INFORM ITS BEHAVIOR, AND THIS CAN’T ALL BE DONE WITH THE LEFT SIDE OF THE BRAIN.” BE MORE HUMAN(and if in doubt) BE MORE DOG Friday, April 18, 2014
  104. 104. Friday, April 18, 2014
  105. 105. technology should serve people, not the other way around simple, intuitive brand behaviorbrand belief gatorade is a catalyst for athletic achievement. fuel and inspire athletes everywhere by innovating to equip them to achieve their athletic best. brand behaviorbrand belief Friday, April 18, 2014
  106. 106. Friday, April 18, 2014
  107. 107. Friday, April 18, 2014
  108. 108. Friday, April 18, 2014
  109. 109. Friday, April 18, 2014
  110. 110. Friday, April 18, 2014
  111. 111. Friday, April 18, 2014
  112. 112. Friday, April 18, 2014
  113. 113. Friday, April 18, 2014
  114. 114. Friday, April 18, 2014
  115. 115. Friday, April 18, 2014
  116. 116. Friday, April 18, 2014
  117. 117. ACTION Friday, April 18, 2014
  118. 118. RISKFriday, April 18, 2014
  119. 119. COMPETITION Friday, April 18, 2014
  120. 120. DATA (AB)USE Friday, April 18, 2014
  121. 121. Planning Client - Creative Brand - Culture People - People Differentiation Defamiliarisation Content and commerce Tell a great story Make strange connections Develop your special skills In a world of flux, embrace instability Endless stimulation, go beyond curation Proliferation of platforms, choose wisely Resist neophilia Identifyyour soul Figure out how to behave Find your rhythm The truth lets you be brave We’re all planners Strategy is everywhere It gets betterwith others Friday, April 18, 2014

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