WE’VE BEEN

WRONG
ALL ALONG

Thursday, December 2, 2010

OR

Thursday, December 2, 2010

ADVERTISING
Thursday, December 2, 2010

ERRORS IN

METACOGNITIVE

PERSISTENT

“DIGITAL”
MAKES IT BETTER
Thursday, December 2, 2010

AND HOW

Thursday, December 2, 2010

BEFORE>
Digital Ninja // Naked Communications EVP Chief Technology Strategist // McCann Erickson NY

<NOW
\\ Chief Innovation Officer MDC/kbs+p \\ Founding Spy Spies & Assassins

Thursday, December 2, 2010

Thursday, December 2, 2010

Thursday, December 2, 2010

WHAT IS ACCOUNT PLANNING? WHAT IS STRATEGY?
WHAT ARE THEY FOR?

Thursday, December 2, 2010

I used to sell strategy
Strategy is making informed decisions about how to achieve predetermined objectives

Thursday, December 2, 2010

"Account planning is the discipline that brings the consumer into the process of developing advertising.”

VOICE OF THE CONSUMER IN ORDER TO MAKE THE WORK, WORK DIRECT + INSPIRE CREATIVITY
Stephen King, believing that clients deserved a better way of doing things, proposed a process of advertising development that had a little less gut feeling and a little more scientific foundation.
Thursday, December 2, 2010

agency

REATIVE C

PLANNING

ACCOUNT

PRODUC
Thursday, December 2, 2010

TION

"the best new business tool ever invented"
Thursday, December 2, 2010

Thursday, December 2, 2010

TELL PEOPLE ABOUT IT

Thursday, December 2, 2010

Thursday, December 2, 2010

Thursday, December 2, 2010

GARETH’S SLIDE
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Thursday, December 2, 2010

Thursday, December 2, 2010

BUT THE CONSUMER RESEARCH SAYS OTHERWISE....

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Thursday, December 2, 2010

ATTITUDES

BEHAVIORS
Thursday, December 2, 2010

METACOGNITIVE ERROR

Thursday, December 2, 2010

“We know brand preferences

aren’t rational,” he says, “and yet

usually

we still persist in trying to put rational messages into our advertising.”
- Paul Feldwick
Thursday, December 2, 2010

METACOGNITIVE ERROR

Thursday, December 2, 2010

Thursday, December 2, 2010

Thursday, December 2, 2010

METACOGNITIVE ERROR
Thursday, December 2, 2010

Thursday, December 2, 2010

“Somehow 30 seconds of entertaining nonsense leads to a situation where people not only choose this brand but will pay 35% more for it.” - Paul Feldwick

Thursday, December 2, 2010

Thursday, December 2, 2010

WHAT EVERYONE ELSE SAYS
CSR ADS SERVICE

RETAIL

BRAND
WHO YOU ARE

STAFF

RETAIL

WHAT YOU DO

PR

PRODUCT

ABOUT YOU
Thursday, December 2, 2010

METACOGNITIVE ERROR

Thursday, December 2, 2010

Thursday, December 2, 2010

EVOLUTION NEEDED TO STRATEGY: THE ROLE OF “ADVERTISING” PREDIGITAL
USP BRANDS DIFFERENTIATION EXPERIENCE ENHANCEMENT

SELLING

Thursday, December 2, 2010

“We know brand preferences

aren’t rational,” he says, “and yet

usually

we still persist in trying to put rational messages into our advertising.”
- Paul Feldwick
Thursday, December 2, 2010

METACOGNITIVE ERROR

DIGITAL IS DIFFERENT THE WORLD IS DIGITALDIFFERENT
Thursday, December 2, 2010

39
Thursday, December 2, 2010

s but on be not on emerging technologie “Our focus should of tices.” – Henry Jenkins, Professor emerging cultural prac When Old
nvergenc tive Media, MIT and author of Co Compara and New Media Collide! e Culture:

Thursday, December 2, 2010

Thursday, December 2, 2010

`

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FROM VIEWING...
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TO DOING

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PASSIVE

Thursday, December 2, 2010

ACTIVE

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GAPS IN THE PROCESS

GIVE PEOPLE A ROLE
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Thursday, December 2, 2010

49
Thursday, December 2, 2010

Source: http://www.slideshare.net/adliterate/media-fragmentation
Thursday, December 2, 2010

MEDIA PLANNING Knowing how to reach the consumer > CONTEXT

ACCOUNT PLANNING Understanding the consumer > CONTENT
Thursday, December 2, 2010

DEF UH NISH UN:

COMMUNICATION PLANNING

A strategic function that develops investment plans for brands, taking into consideration all channels, including advertising, PR, direct, retail – everything communicates - with the focus on developing ideas that connect brands to people in powerful ways that generate a financial return

Thursday, December 2, 2010

EVERY NEW CHANNEL CHANGES THE ENTIRE SYSTEM
Thursday, December 2, 2010

Thursday, December 2, 2010

INFLUENCER ENGAGEMENT + CONTENT SYNDICATION
BLOG

RETWEET FOLLOW

@ ENGAGE

Twitter Account
Individual Twitter Accounts Social Media Engagement Content launch Solicit input from crowd BLOG Individual Content Streams kiittens.com PROMOTIONAL EVENTS Email

LEAD GENERATION, SALES

BLOG Explore the Active E Car UL TIMATE DRIVING EVENTS

BLOG

Granular City Data Viz

Recruitment Ads and Outreach to find the 6 Electronaut Recruits

Facebook Application / TAB

Facebook Engagement Ads BLOG Realtime Data Visualization Facebook Data Application Social Impressions

Advertising Using Live Data Mobile Application

SOCIAL SYNDICATION

Thursday, December 2, 2010

Thursday, December 2, 2010

FROM IDEAS THAT ARE CONTENT TO IDEAS THAT CREATE CONTENT
Thursday, December 2, 2010

BUT...CONTENT IS NO LONGER ENOUGH
Thursday, December 2, 2010

NEW MARKETING IS
SOLVING BRAND PROBLEMS

BY
SOLVING CONSUMER PROBLEMS
Thursday, December 2, 2010

PROBLEMS: BRAND + CONSUMER
“The greatest challenge to any thinker is stating the problem in a way that will allow a solution” George Bernard Shaw

INSIGHT AND PARTICIPANTS DESIRED BRAND ACTION WHERE SHOULD THAT HAPPEN PARTICIPANT ROLE DESIRED CONSUMER BEHAVIOR
Thursday, December 2, 2010

WHAT BRAND PROBLEM ARE WE SOLVING? WHAT CUSTOMER PROBLEM ARE WE SOLVING?
WHO ARE THE PARTICIPANTS & WHO ARE THE PASSIVES? WHAT DO PARTICIPANTS DO AND SAY? WHAT DOES THE BRAND WANT TO DO FOR PEOPLE? WHERE DOES THAT HAPPEN? HOW CAN THEY PARTICIPATE? WHAT DO WE WANT THEM TO DO?
Thursday, December 2, 2010

DO SOMETHING FOR PEOPLE

Thursday, December 2, 2010

DO SOMETHING

TELL PEOPLE ABOUT IT

Thursday, December 2, 2010

Thursday, December 2, 2010

Thursday, December 2, 2010

Thursday, December 2, 2010

Thursday, December 2, 2010

Thursday, December 2, 2010

DO SOMETHING

TELL PEOPLE ABOUT IT

Thursday, December 2, 2010

PEOPLE SOCIAL & PARTICIPATORY BRANDS BEHAVIORAL TEMPLATES STRATEGY HOW TO CREATE VALUE BRIEFS ACTIONS + CHANNELS SYSTEMS ARCHITECTURE
Thursday, December 2, 2010

Thursday, December 2, 2010

fyakob@mdc-partners.com

farisyakob.com
@faris

Thursday, December 2, 2010

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