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WE’VE BEEN

WRONG
ALL ALONG
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OR

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PERSISTENT
METACOGNITIVE
ERRORS IN
ADVERTISING
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AND HOW
“DIGITAL”
MAKES IT BETTER
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BEFORE> <NOW
Digital Ninja // \\ Chief Innovation Officer
Naked Communications MDC/kbs+p
\\ Founding Spy
EVP Chief Technology Strategist //
Spies & Assassins
McCann Erickson NY

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WHAT IS ACCOUNT PLANNING?

WHAT IS STRATEGY?
WHAT ARE THEY FOR?

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

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"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.

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agency

ACCOUNT
R E ATI V E PLANNING
C

PRODUC
TION
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"the best new business tool
ever invented"
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TELL PEOPLE ABOUT IT

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GARETH’S SLIDE

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BUT THE CONSUMER RESEARCH
SAYS OTHERWISE....

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ATTITUDES


BEHAVIORS
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METACOGNITIVE ERROR

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“We know brand preferences usually
aren’t rational,” he says, “and yet
we still persist in trying to put
rational messages into our
advertising.”
- Paul Feldwick METACOGNITIVE ERROR

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METACOGNITIVE ERROR
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“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

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WHAT EVERYONE ELSE SAYS

CSR

ADS SERVICE

RETAIL
BRAND STAFF
WHO YOU ARE

WHAT YOU DO
RETAIL PR

PRODUCT

ABOUT YOU
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METACOGNITIVE ERROR

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EVOLUTION NEEDED TO STRATEGY:
THE ROLE OF “ADVERTISING” PRE-
DIGITAL

USP BRANDS

DIFFERENTIATION
SELLING
EXPERIENCE
ENHANCEMENT

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“We know brand preferences usually
aren’t rational,” he says, “and yet
we still persist in trying to put
rational messages into our
advertising.”
- Paul Feldwick METACOGNITIVE ERROR

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DIGITAL IS DIFFERENT

THE WORLD IS
DIGITALDIFFERENT
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39

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be n ot on em ergi n g te ch n ol og ies but on
“Our focus should Professor of
ti ce s. ” – H en ry Je nk in s,
emerging cultural prac nvergence Culture: When Old
tive M ed ia , M IT an d au thor of Co
Compara
and New Media Collide!

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`

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FROM VIEWING...

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TO DOING

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PASSIVE

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ACTIVE

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GAPS IN THE PROCESS

GIVE PEOPLE A ROLE

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49
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Source: http://www.slideshare.net/adliterate/media-fragmentation
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MEDIA PLANNING
Knowing how to reach the consumer
> CONTEXT

ACCOUNT PLANNING
Understanding the consumer
> CONTENT
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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

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EVERY NEW
CHANNEL
CHANGES THE
ENTIRE SYSTEM
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INFLUENCER ENGAGEMENT + CONTENT @ ENGAGE
RETWEET
LEAD GENERATION,
SYNDICATION FOLLOW
SALES
Twitter Account
BLOG
Individual Twitter
Accounts

Social Media Engagement


Content launch Email
Solicit input from crowd

BLOG

Individual
Content Streams

kiittens.com
PROMOTIONAL EVENTS

BLOG

ULTIMATE DRIVING EVENTS


Explore the Active E Car

BLOG Recruitment Ads and Facebook


Granular
Outreach to find the Application / TAB
City Data Viz
6 Electronaut Recruits

Facebook
Engagement Ads
BLOG Realtime Data Visualization Facebook
Data Application

Social
Impressions

SOCIAL
Advertising Using
Live Data SYNDICATION
Mobile Application

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FROM IDEAS THAT
ARE CONTENT
TO IDEAS THAT
CREATE CONTENT
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BUT...CONTENT
IS NO LONGER
ENOUGH
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NEW MARKETING IS
SOLVING BRAND PROBLEMS
BY
SOLVING CONSUMER
PROBLEMS
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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
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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?
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DO SOMETHING FOR PEOPLE

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DO SOMETHING TELL PEOPLE ABOUT IT

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DO SOMETHING TELL PEOPLE ABOUT IT

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PEOPLE SOCIAL & PARTICIPATORY
BRANDS BEHAVIORAL TEMPLATES
STRATEGY HOW TO CREATE VALUE
BRIEFS ACTIONS + CHANNELS
SYSTEMS ARCHITECTURE
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fyakob@mdc-partners.com
farisyakob.com
@faris

Thursday, December 2, 2010