APG West Perspectives In Planning Craig Harries
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A few thoughts on planning Craig Harries Planning Director @charries
Transcript of APG West Perspectives In Planning Craig Harries
A few thoughts on planning
Craig HarriesPlanning Director
@charries
Representing the consumer
Insight
Distillation
Strategic leap
Control
Vision
Brand guardian
2006
Representing the consumer
Insight
Distillation
Strategic leap
Control
Vision
Brand guardian
2006
Reactive
On the hoof
Broad
Data gathering & analytics
Connected
Creativity
Driving the business forward
2016
Ad industry morale dropped 36% from 2015Campaign US
Planning needs some planning
Some opportunities …
Truth #1
Brands have never needed planning more thanthey do now
0 10 20 30 40 50 60 70 80 90
51
54
60
75
78
Series 2
Q. How much do you trust businesses in each industry to do what is right?
Tech
Consumer Health
Financial Services
Media
Edelman Trust Barometer, 2015
Consumer Electronics
50%
The things we need the most, we trust the least
0 10 20 30 40 50 60 70 80 90
51
54
60
75
78
Series 2
Q. How much do you trust businesses in each industry to do what is right?
Tech
Consumer Health
Financial Services
Media
Edelman Trust Barometer, 2015
Consumer Electronics
50%
The things we need the most, we trust the least
Ownership Quality Identity Belonging Usefulness
Truth #2
You’re in a far stronger position if you own thewhole experience
Truth #3
As things move faster, you need to get closerto your clients than ever before
BETTER INSIDE
1,000 people20 offices worldwide80% growth yoy
Truth #4
You can’t be great at everything, so choosewhat you want to be known for
So what do you think?
A few thoughts on planning
Craig HarriesPlanning Director
@charries
