Planning Needs Some Planning

Planning Needs Some Planning.

Gareth KayHead of Planning, Modernista!

Conferência de Planejamento do GP 2008

My contention:

Advertising, primarily due to the failure of planning, is complacently coasting into irrelevance.

We need to fix it. Quickly.

Controlled friction.

Creative

Account person Planner

Controlled friction.

Make the advertising good

Make the advertising happen Make the advertising work

More often than not, it isn’t.

“In most categories a brand’s market share is stationary”

4 out of 5 categories seen as increasingly homogeneous

Less than 1 in 10 ads seen as different

4% response rate successful in DM; 0.5% average click-thru rate for banners

3x $ spent on price cutting as on ‘brand building’ in packaged goods

Sources: Andrew Ehrenberg; Copernicus Consulting; McKinsey

“I’m just surprised no-one’s thought of a better

idea yet.”Stephen King on Planning

at Planning’s 30th Birthday, 1998

It’s time to be radical.

3 big problems.

1. We’re operating in the

wrong business.

Consumer.

Brand.

Business.

Culture.

The most interesting people and things are multi-faceted, full of depth and nuance.

2. Lost in translation.

A brand is a business’ social manifestation.We live in two worlds, one of ‘social exchanges’ and one of ‘market exchanges’

Historically, we’ve focused on translating commercial grammar into social grammar (rather awkward, like offering your friend’s mum $10 for cooking you dinner)

We need to translate the other way and bring social grammar into the commercial world.

3. The pursuit of the wrong objectives.

The usual objectives are wrong.

Awareness doesn’t really matter in a world of overchoice

Attributes and attitudes, adjusted for brand size, don’t change

Image doesn’t shift until after behavior

Source: Andrew Ehrenberg

It’s energy that matters.

The active or moving force of a brand

A leading indicator of usage and preference

Justifies a higher price

Adds an incremental 64% to brand value than sales growth alone

Source: Y&R Brand Asset Valuator

Source: “The Brand Bubble”, John Gerzema

Energy drives conversations.

A fourfold increase in conversation

drives double the revenue.

Source: London School of Economics 2007.

This means planning for a different outcome.Have a point of view on the world, not a position in the category.

Have a social mission, not just

a commercial proposition.

“Like any company we require a profit to stay in business. But

it is not the reason we are in business. The thing that has not changed from day one is

the desire to make people think about the world

we live in. This is, and always will be, why we are in business.”

Photo: Andrew Hovells (aka Northern Planner)

Photo: Andrew Hovells (aka Northern Planner)

It’s not about social media.

It’s about social ideas and unsocial ideas.

Have a point of view on the world, not a position in the category.

Understand what people are interested in and work back from there.

This means planning for a different outcome.

“Nobody reads advertising. People read what they want to read and sometimes it's

an ad.”Howard Gossage

“Often our biggest mistake as managers is believing that, in general, customers care

a lot about your brand. They do not.”Patrick Barwise

Have a point of view on the world, not a position in the category.

Understand what people are interested in and work back from there.

Be additive not interruptive.

This means planning for a different outcome.

Have a point of view on the world, not a position in the category.

Understand what people are interested in and work back from there.

Be additive not interruptive.

Interaction, not integration, is what matters.

This means planning for a different outcome.

Stop making a thing, start creating a puzzle

Have a point of view on the world, not a position in the category.

Understand what people are interested in and work back from there.

Be additive not interruptive.

Interaction, not integration, is what matters.

Do stuff.

This means planning for a different outcome.

Have a point of view on the world, not a position in the category.

Understand what people are interested in and work back from there.

Be additive not interruptive.

Interaction, not integration, is what matters.

Do stuff. Lots of it.

This means planning for a different outcome.

Provide anuplifting experience

that enrichespeople’s lives

language,eg ‘skinny’

specials eg frappucino

habitsformation

rangeand options

orderingsystem

starbuckscompany

baristaculture

‘my sister’book

africa 05

socialresponsibility

used groundsfor gardeners

fair tradecoffee

causepublicityin store

sofas andambience

hearmusicXm

burn your owncd

music cd

in storeperformance

and art

book reading

starbuckssalon

akelah and the bee

Source: John Grant, ‘The Brand Innovation Manifesto’

Coherency not consistency.

Organize the world’s information

and make it universally

accessible and useful.

It’s about understanding distributed identity.

Google Search

Google 411 Google

Docs

Googlelabs

GoogleShopping

Google Scholar

Google Books

GoogleMaps

Google sketch

Google.Org

Fossil fuel Challenge

Youtube

Chrome Browser

Blogspot

“Any idea is dangerous if it’s a person’s only idea”*A culture full of depth and complexity

The rule of the 5% requires lots of matches to start a fire

Why not when the economics have changed?

* George Will’s take on the American idea, Atlantic Monthly, November 2007

DO.

Learn.

The only big idea is not

to forget the little ones along the way.

High frequency. Low value. Semi-unpredictable rewards.

Thank you Ed and Influx Insights for spotting this

This could be the most exciting time to be a

planner and to be in this industry.

Let’s seize it.

The future of advertising isn’t

messaging.

It’s in ideas that solve business problems in a culturally positive

way.

Obrigadohttp://www.garethkay.com

http://www.modernista.com