Planning For The Future of Planning

PLANNING FOR THE FUTURE OF PLANNING MICHIGAN STATE UNIVERSITY, NOVEMBER 9, 2015. Charlie Quirk, Global Strategy Director @

LET’S START FROM THE VERY BEGINNING…

LONDON, 1968

The account planner is that member of the agency's team who is the expert, at working with information and getting it used – not just marketing research but all the information available to help solve a client's advertising problems.

STANLEY POLLITT STANLEY POLLITT

CONSUMER BRAND

CATEGORY

PLANNER The account planner’s role is to unlock insight that creates value between the consumer, the brand and the category (product or service.)

SOURCE: Wikipedia, Account Planning.

THE ROLE OF PLANNING…

LET’S THINK ABOUT HOW THE CONSUMER'S LIFE HAS EVOLVED SINCE THE BIRTH OF PLANNING…

THEN…

NOW…

417 # of minutes of

screen time per day

70% # of smartphone

owners check their phones every six minutes

10% # of smartphone

owners have checked their phone

during sex

TECHNOLOGY HAS BECOME THE WEAPON OF MASS DISTRACTION

SOURCES: The Live, Work Play Better report. PSFK Labs, 2015 & Tecmark Study, 2014.

1,500 # of times

average user checks phone

per week

WE ONCE PLANNED FOR “CAPTIVE” AUDIENCES…

NOW WE PLAN TO COMPETE WITH THE REST OF THE INTERNET…

IT’S GETTING INCREASINGLY HARD TO CONTAIN ATTENTION …

A WEALTH OF INFORMATION CREATES A POVERTY OF ATTENTION

HERBERT SIMON

NEARLY 2 IN 3 MILLENNIALS (AGED 18-34) USE AD BLOCKERS. SOURCE: Fractl & Moz, Inbound vs. Outbound: consumer perspectives on marketing, September 1, 2015.

ONLY 1% OF MILLENNIALS TRUST ADS

SOURCE: Elte Daily Millennials Consumer Survey, 2015.

http://www.forbes.com/sites/danschawbel/2015/01/20/10-new-findings-about-the-millennial-consumer/

AD BLOCKING IS ESTIMATED TO COST ADVERTISERS $22 BILLION IN 2015 SOURCE: Adobe & PageFair Ad Blocking Report, 2015.

http://www.forbes.com/sites/danschawbel/2015/01/20/10-new-findings-about-the-millennial-consumer/

TIPS FOR THE FUTURE

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BUT HOW ARE MOST AGENCIES REACTING? SOURCE: Gareth Kay, Chapter SF

BRAD JAKEMAN, PEPSICO

The agency model that I grew up with largely has not changed in 25 years. Yet agency CEOs are sitting there watching retainers disappear … they are looking at clients being way more promiscuous with their agencies than they ever have.

SOURCE: Company Reports, Moffett Nathanson estimates and analysis. August, 2015.

THE END OF THE “TV INDUSTRIAL COMPLEX?”

2.2%

2.7% 2.5%

2.6%

2.2%

1.9% 1.9%

1.6% 1.4%

1.7% 1.8% 1.8% 1.8%

1.5%

1.0%

0.5% 0.3%

0.2%

-0.1% 0.0%

0.2% 0.1% 0.1% 0.1%

0.0% -0.2% -0.2% -0.2% -0.2%

-0.1% 0.0%

-0.1% -0.2%

-0.5% -0.7%

-1.0%

-0.5%

0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

3.0%

PAY TV SUBSCRIBER GROWTH Q4 2006 - PRESENT

HOW CAN WE THINK DIFFERENTLY ABOUT PLANNING?

HOW CAN WE PLAN TO REACH CONSUMERS WHO DON’T SEEM TO WANT TO BE REACHED?

1. PLAN TO BE USEFUL

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7 PROVOCATIONS FOR PLANNING’S FUTURE


SAFER CARS ! SAFER TRANSPORTATION

HELPFUL TIPS FOR YOUR LIFE

BUILD YOUR OWN JET ENGINE

2. PLAN TO BE OBJECTIVE (TRULY) ABOUT WHAT YOUR CONSUMERS NEED.

HONESTLY, YOU DO NOT WAKE UP IN THE MORNING AND THINK, “I NEED A NEW BROWSER TODAY.” YOU WAKE UP IN THE MORNING AND WORRY ABOUT GETTING YOUR KIDS TO SCHOOL AND PAYING YOUR MORTGAGE. LORRAINE TWOHILL, GOOGLE

GOOGLE’S “INTERNET SAATHI”

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3. PLAN FOR RECIPROCITY

GET SOMEONE TO DO YOU A FAVOR AND THEY WILL LIKE YOU MORE.

- BENJAMIN FRANKLIN

GIVE PEOPLE A SENSE OF OWNERSHIP OF THE BRAND

4. PLAN TO VIEW DATA AS AN OPPORTUNITY, NOT A THREAT.

WITHOUT DATA, YOU’RE JUST ANOTHER PERSON WITH AN OPINION. W. EDWARDS DEMING

IBM’S “COGNITIVE COOKING””

5. PLAN TO COMPLEMENT COMMUNITIES; NOT CO-OPT THEM

MARK ZUCKERBERG

YOU DON’T START COMMUNITIES. COMMUNITIES ALREADY EXIST… THINK ABOUT HOW YOU CAN HELP THAT COMMUNITY DO WHAT IT WANTS TO DO.

SOURCE: Cited in Faris Yakob’s Paid Attention, 2015

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6. PLAN FOR “CULTURAL DISRUPTION”

CASEY NEISTAT

Advertising is a convoluted, complicated, somewhat ridiculous process, where a tremendous amount of money is wasted and at the end of the day you turn out something that is creativity by committee – which is mushy, invisible and no one cares about. That’s how I’d describe 99% of all advertising. CASEY NEISTAT

Format Table

1.  Insert table. This will default to table style “Light Style 2 – Accent 6”

2.  Select the entire table. On the Table Tools – Design tab, select borders, no borders.

3.  Select only the header row for the table. Under the same tab, in the Draw Borders section, select line weight of ½ pt., and white for the color. Then under the Table Style section, select borders, inside vertical border.

4.  While you have the header row selected, also set the text vertical alignment to “bottom”. This will be under Format Shape, Text Box. The font for the header is Futura Md BT, 12, bold, white.

5.  Text for the body of the table is Futura Lt BT, 12, Grey (Background 2 in the color palette)

6.  You can adjust text size as necessary once you have all the content in

Believe that global brands have the ability to make greater positive change than the government.

81%

Source: McCann Worldgroup Study – Truth About Global Brands

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Believe that global brands have the power

to make the world better.

85%

Source: McCann Worldgroup Study – Truth About Global Brands

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Source: CEB 2015 Marcomm Initiative Survey; CEB analysis, 2015.

CULTURAL DISRUPTION PAYS DIVIDENDS

-1% -3% 7%

32%

-20%

-10%

0%

10%

20%

30%

40%

Product-focused Entertaining/ Emotional Affirming Disruptive

Statistically Significant

Not Statistically Significant

CHANGE IN LIKELIHOOD OF A MARCOMM INITIATIVE BEING HIGH-PERFORMING BY NATURE OF CORE IDEA

Components •  Challenged a cultural norm •  Was surprising/provocative for influencers •  Advanced a societal debate •  Was linked to a key brand differentiator

n = 252 Marcomm Initiatives

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7. PLAN FOR CONTENT TO TRAVEL WELL

My Left Foot In the Name of the Father Gangs of New York There Will Be Blood

HAVING A VIRAL STRATEGY IS AKIN TO HAVING AN OSCAR STRATEGY. YOU CAN CREATE BETTER CHANCES, BUT YOU CANNOT GUARANTEE IT. FARIS YAKOB, PAID ATTENTION

Lincoln

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TO BRING VALUABLE AND ENTERTAINING CONTENT TO OTHERS 94% carefully consider how the information they share will be useful to the recipient

TO DEFINE THEMSELVES TO OTHERS 68% share to give people a better sense of who they are and what they care about

TO GROW AND NUTURE RELATIONSHIPS 73% share information because it helps them connect with others who share their interests

SELF FULFILLMENT 69% share information because it allows them to feel more involved in the world

TO GET THE WORD OUT ABOUT CAUSES THEY CARE ABOUT 84% share because it is a way to support causes or issues they care about

WHAT MAKES PEOPLE SHARE CONTENT?

Source: NY Times, 2011.

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DOVE “REAL BEAUTY SKETCHES”

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2. PLAN TO BE OBJECTIVE ABOUT WHAT YOUR CONSUMERS NEED

3. PLAN FOR RECIPROCITY

4. PLAN TO VIEW DATA AS AN OPPORTUNITY; NOT A THREAT

5. PLAN TO COMPLEMENT COMMUNITIES; NOT CO-OPT THEM

6. PLAN FOR CULTURAL DISRUPTION

7. PLAN FOR CONTENT TO TRAVEL WELL

RECAP: PLANNING’S MAGNIFICENT 7

OTHER WORDS OF ADVICE

STAY HUNGRY, STAY FOOLISH - STEVE JOBS STEVE JOBS

ELEANOR ROOSEVELT

AT A CHILD’S BIRTH, IF A MOTHER COULD ASK A FAIRY GODMOTHER TO ENDOW IT WITH THE MOST USEFUL GIFT, THAT GIFT WOULD BE CURIOSITY.

A DESK IS A DANGEROUS PLACE FROM WHICH TO VIEW THE WORLD. JOHN LE CARRE

ELLEN DEGENERES

THERE’S NO ONE WAY TO DANCE. AND THAT’S KIND OF MY PHILOSOPHY ABOUT EVERYTHING.

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CHUCK CLOSE

INSPIRATION IS FOR AMATEURS. THE REST OF US JUST SHOW UP AND GET TO WORK.

CUTTING ROOM FLOOR

COMMONWEALTH//MCCANN

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Marketing

Planning For The Future of Planning