IPA OMC convergence redux v8

•

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Tom Darlington

Slightly lengthened version of a presentation i gave a few months ago.

Business

PLANNING FOR A CONNECTED WORLD

TOM DARLINGTON
CHANNEL 4

“THERE IS NO TIDY TIMELINE OF TECHNOLOGICAL PROGRESS”
- ALEXIS MADRIGAL

THERE IS AN INCREASING TENSION BETWEEN BRANDS
AND BRANDING

HOW VALUABLE ARE FANS?
Source: MARTIN WEIGEL “THE PARTICIPATION PARADOX”/FRUCTIS SALES FREQUENCY

“SURELY NOT ALL SOFT DRINKS CAN SAVE THE
BABIES, NOT ALL TOOTHPASTES CAN LAUNCH A
THOUSAND SHIPS. SURELY MANY BRANDS HAVE
MORE MODEST ROLES TO PLAY IN PEOPLE’S
LIVES. THE FLEETING GLANCE, THE QUIET
COMPANION, THE CASUAL ACQUAINTANCE”

JIM CARROLL, BBH

MORE“ENGAGING” ADVERTISING
≠ INCREASED EFFECTIVENESS

ONE FUNDAMENTAL QUESTION WE SHOULD
CONTINUOUSLY ASK OURSELVES

CONNECTING CUSTOMERS CREATES NEW REVENUE
STREAMS

6 PRINCIPLES FOR PLANNING IN A CONNECTED
WORLD

MEDIA PLANNING IS CENTRAL TO THIS NEW WORLD

UNDERSTAND (AND PLAN) FOR HOW MESSAGES
MOVE

MEASUREMENT REMAINS THE BIGGEST CHALLENGE

ADVERTISING INFLUENCES BEHAVIOUR NOT DEVICES

IN SUMMARY
•  WHY WOULD ANYONE CARE?
•  PLAN LONG TERM, TO BE REACTIVE SHORT TERM
•  ASSEMBLE THE RIGHT TEAM FOR THE JOB
•  INVEST IN TECHNOLOGY
•  RE-EXAMINE THE HUMBLE MEDIA PLAN
•  MEASUREMENT IS STILL THE BIGGEST CHALLENGE

“WE’RE NOT IN THE TECHNOLOGY BUSINESS, WE’RE IN
THE HUMANITY BUSINESS” – RICHARD HUNTINGDON

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IPA OMC convergence redux v8

1. PLANNING FOR A CONNECTED WORLD TOM DARLINGTON CHANNEL 4

2. A CONNECTED WORLD....

3. CONNECTED COMMERCE

4. CONNECTED FUNDRAISING

5. CONNECTED NEWS

6. CONNECTED CATS

7. CONNECTED SHOES

8. NO LONGER A LINEAR COMMUNICATIONS MODEL

9. BUT A FULLY FUNCTIONING NETWORK

10. “THERE IS NO TIDY TIMELINE OF TECHNOLOGICAL PROGRESS” - ALEXIS MADRIGAL

11.

12. THE 1% RULE

13. INCREASING LEVELS OF PARTICIPATION

14. THERE IS AN INCREASING TENSION BETWEEN BRANDS AND BRANDING

15. HOW VALUABLE ARE FANS? Source: MARTIN WEIGEL “THE PARTICIPATION PARADOX”/FRUCTIS SALES FREQUENCY

16. “SURELY NOT ALL SOFT DRINKS CAN SAVE THE BABIES, NOT ALL TOOTHPASTES CAN LAUNCH A THOUSAND SHIPS. SURELY MANY BRANDS HAVE MORE MODEST ROLES TO PLAY IN PEOPLE’S LIVES. THE FLEETING GLANCE, THE QUIET COMPANION, THE CASUAL ACQUAINTANCE” JIM CARROLL, BBH

17. SERIOUSLY?

18. A LOAF OF BREAD, NOT A PRIEST

19. MORE“ENGAGING” ADVERTISING ≠ INCREASED EFFECTIVENESS

20. BEHAVIOUR = MOTIVATION / OPPORTUNITY

21. BEHAVIOUR = MOTIVATION / OPPORTUNITY

22. ONE FUNDAMENTAL QUESTION WE SHOULD CONTINUOUSLY ASK OURSELVES

23. WHY WOULD ANYONE CARE?

24. BRAND BEHAVIOUR WHICH IS INHERENTLY VALUABLE TO PEOPLE Source: ED COTTON /IMAGE: JOHN V WILLSHIRE

25. WE’VE ALWAYS BEEN GOOD AT ENTERTAINMENT

26. TIME OUT – XTP HOLDING

27. RED TOMATO PIZZA BUTTON

28. GUARDIAN SOULMATES

29. CONNECTING CUSTOMERS CREATES NEW REVENUE STREAMS

30. 6 PRINCIPLES FOR PLANNING IN A CONNECTED WORLD

31. LONG TERM PLANNING IS STILL CRUCIAL

32.

33. MEDIA PLANNING IS CENTRAL TO THIS NEW WORLD

34. INTEGRATING AGENCY DISCIPLINES IS VITAL

35. THE GEEK SHALL INHERIT THE EARTH

36. UNDERSTAND (AND PLAN) FOR HOW MESSAGES MOVE

37. MEASUREMENT REMAINS THE BIGGEST CHALLENGE

38. ADVERTISING INFLUENCES BEHAVIOUR NOT DEVICES

39. IN SUMMARY •  WHY WOULD ANYONE CARE? •  PLAN LONG TERM, TO BE REACTIVE SHORT TERM •  ASSEMBLE THE RIGHT TEAM FOR THE JOB •  INVEST IN TECHNOLOGY •  RE-EXAMINE THE HUMBLE MEDIA PLAN •  MEASUREMENT IS STILL THE BIGGEST CHALLENGE

40. “WE’RE NOT IN THE TECHNOLOGY BUSINESS, WE’RE IN THE HUMANITY BUSINESS” – RICHARD HUNTINGDON

41. THANK YOU TOM DARLINGTON @DARLO_T

IPA OMC convergence redux v8

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