Augmented Planning - Valencia 6.14.13

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#AugmentedPlanning by @mirandaluis 6/14/2013

description

This was one of my talks for Master of Account Planning in Valencia past June.

Transcript of Augmented Planning - Valencia 6.14.13

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#AugmentedPlanning by @mirandaluis 6/14/2013

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I’m a thief disclaimer:

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among others like Martin Weigel, Adrian Ho, Mark Pollard, Paul Isakson,….….

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mission

WTF is account planning about nowadays?

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“In baiting a trap with cheese," always leave room for the mouse”"

Jon Steel / Truth, Lies and Advertising

Jon Steel --- Truth, lies & adver5sing

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from information to inspiration to help making better ads

classic account planning

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information insight evaluation inspiration

ref: Mark Pollard

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Effective inspiration

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My journey

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INSIGHT SWEET SPOT

2002 2004 2006

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ref: J.Walter Thompson Madrid 2002

DIFFERENTIAL BRAND/PRODUCT OFFER

CONSUMER INSIGHT

SWEET SPOT

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CLIENT Insight

CONSUMER Insight

COMPETITION Insight

ref: FCB/TAPSA Madrid 2004

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CONTAGIOUS IDEAS CONVERSATION CO-CREATION SEEDING

2008

PUBLICIS SINGAPORE

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ref: Publicis Singapore 2008

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LISTENING/MONITORING ENGAGEMENT INFLUENCE REALTIME

2009

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CATEGORY CONSUMER

BRAND / PRODUCT CULTURE

Human needs Business offer SWEET SPOT

TECHNOLOGY

MEDIA

#COMPLEXITY IS IN THE AIR

ref: A try to define a today’s conceptualization framework

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SIZING THE OPPORTUNITY HISPANIC INSIGHT BICULTURAL TOTAL MARKET

2012

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but Planning is driven by Culture & People

so no matter if you are in a Hispanic, Digital or whatever type of agency,

Planning is Planning*

(*or an evolved version)

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Although there are some tensions …

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#tension1

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conceptual

big idea thinker idea oriented

vs tactical

little ideas doer

media oriented

#tension2

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ref: Planningness 2012

#tension3

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Trying to figure out what people think

Listening what they say and observe what they do (almost in real time)

Playing with a significant change in the research paradigm

is back

#tension4

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#tension3 #tension3 looks like a big leap

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phygital strategic mindset

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“this is not about digital planning, but planning for a digital world”

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Henry Jenkins “Convergence Culture”

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#tension3 #tension3

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are we still in the advertising business ?

ref: Big Spaceship

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from information to inspiration to help making better ads

ideas and solutions

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it’s also about creative marketing

The essence is the same, but nowadays planning

is much more than just communications

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“Advertising limits the power of strategy”" Adrian Ho, Zeus Jones

Jon Steel --- Truth, lies & adver5sing

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CREATIVE MARKETING

account planning

becomes more than just communications…

MODERN"BRANDING

MODERN BUSINESS STRATEGIES

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Modern Branding

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“A (modern) brand is simply the sum of great ideas used to build that brand ”"

John Grant

Jon Steel --- Truth, lies & adver5sing

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Attention not only had to be earned

also rewarded…

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…Making people’s lives better a.k.a “create value for them”

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BranDOing"Do > Say"

""

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ref: John Willshire

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IMPROVING HOW TO

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MAKE PEOPLE WANT THINGS "

SOME CURRENT RELEVANT PILLARS TO

DIVE IN POINT OF VIEW COMMITMENT DEMONSTRATE

PURPOSE AS STRATEGY

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PURPOSE AS STRATEGY

ref: David Aaker http://www.prophet.com/blog/aakeronbrands/139-higher-purpose-branding

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THE GOAL IS NOT IDENTIFY PEOPLE WHO NEEDS YOUR PRODUCT BUT PEOPLE WHO BELIEVE WHAT YOU BELIEVE

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MAKE PEOPLE WANT THINGS "

SOME CURRENT RELEVANT PILLARS TO

DIVE IN GENEROSITY

OVERCOME EXPECTATIONS SURPRISE

EMOTIONAL REWARD

PURPOSE AS STRATEGY

POINT OF VIEW COMMITMENT DEMONSTRATE

GOODNESS AS STRATEGY

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“Goodness” not necessarily means for a social cause but (the democratization of) doing nice things

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EXAMPLES GOODNESS AS STRATEGY? TACTIC

(a.k.a Happy Tactics)

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in fact this is not only about doing nice things

but telling stories about doing nice things

ref: Andy Whitlock

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MAKE PEOPLE WANT THINGS "

SOME CURRENT RELEVANT PILLARS TO

DIVE IN GENEROSITY ADAPTATIVE AGILE

REAL TIME SMALL BETS SCALE FAST

GOODNESS AS STRATEGY

PURPOSE AS STRATEGY

PRODUCTION AS STRATEGY

OVERCOME EXPECTATIONS SURPRISE

EMOTIONAL REWARD

POINT OF VIEW COMMITMENT DEMONSTRATE

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EXAMPLE PRODUCTION AS STRATEGY

ref: Zeus Jones and Edelman Digital

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EXAMPLE PRODUCTION AS TACTIC

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( product development / service design )

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ref: “Bedknobs_and_Broomsticks” http://en.wikipedia.org/wiki/Bedknobs_and_Broomsticks

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A world of Magic

Magic in the World

ref: “Bedknobs_and_Broomsticks” http://en.wikipedia.org/wiki/Bedknobs_and_Broomsticks

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Tales

Spells

ref: “Bedknobs_and_Broomsticks” http://en.wikipedia.org/wiki/Bedknobs_and_Broomsticks

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Storytelling

Software

ref: “Bedknobs_and_Broomsticks” http://en.wikipedia.org/wiki/Bedknobs_and_Broomsticks

living / crossing / jumping out screens

experiences & interactions

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Magic in the world

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A PHYGITAL SOLUTION IS MORE LIKELY TO BE SIMULTANEOUSLY…"

" A BUSINESS SOLUTION"

+"AN USER SOLUTION

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#anewromance

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#anewromance

atoms data

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metaproduct

Ref: Meta Products: Meaningful design for our connected world

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connected systems

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#InternetofTHINGS

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ref: Russell Davies – Berg – Good Night Lamp

#InternetofMIDDLECLASSThings

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#InternetofMYThings

WEARABLE, BUT PART OF A BIGGER BUSINESS STRATEGY

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Interesting concept: BRAND AS WEAREABLE

NOT JUST ABOUT CONSTANTLY WEARING IT BUT EARNING A CONSTANT PLACE IN YOUR LIFE

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#NextStepsBrandUtility

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#servicedesign

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#coUtility democratization

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coUtility is not a new concept

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but we will see it more often (the rise of open APIs not only from native digital brands & big brands)

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#coUtility

+

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#coUtility

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#automation as new brand landscape

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IFTTT.COM

#automation

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#automation

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Modern Business Strategy

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MODERN BUSINESS STRATEGY

SOCIAL BUSINESS DESIGN

ADAPTATIVE BUSINESS MODEL

ECOSYSTEMS OF VALUE

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#SocialBusinessDesign

Ref: Dachis Group

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#BusinessModels

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#BusinessModels

Your business model is not STATIC anymore It will have to evolve FASTER

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reinventing

#BusinessModels

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amplifiying

#BusinessModels

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disrupting

#BusinessModels

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90

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ref: Gareth Kay

#EcosystemsOfValue

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observations

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MORE PLANNERS INSPIRING ALSO "CREATIVE (BUSINESS & PRODUCT) SOLUTIONS

MORE BRANDS EMBRACING BEHAVIORS & PRINCIPLES OF …START UPS, API’S , WEAREABLES

2  

1  

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adaptative planning

ref: Gareth Kay

THE PRESENT OF PLANNING THE PAST OF PLANNING

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Share of Voice Share of Culture

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the future of planning?

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keep planning the future

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Forward thinking mother fuckers That’s because today I love this job description for a planner:

best job description for a planner

ref: Richard Huntington

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The HOW

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thanks

@mirandaluis