1. NOISY THINKINGPlanningand The Bigger GameAdam
Morgan@eatbigfish
2. IF YOU ARE VERY QUIET, YOU CAN HEAR ASOUND
3. MCKINSEY VISUAL
4. 8
5. PIERRE CLIPS
6. IT WASNT ALWAYS LIKE THIS
7. TWO WAYS YOU CANTAKE THIS
8. OPTION 1: SO WHAT?
9. OPTION 2: PUT YOURSELVES AT THE CENTREOF THE BIGGER
GAME
10. GOOD PLANNING HAS SOMETHING UNIQUELYPOWERFUL TO OFFER HERE
A rigorous and stimulating question hierarchy Creative curiosity
Consumer intimacy Deep understanding of the power of brands and
ideas Logic and Magic
11. GOOD PLANNING HAS SOMETHING UNIQUELYPOWERFUL TO OFFER HERE
A rigorous and stimulating question hierarchy Creative curiosity
Consumer intimacy Deep understanding of the power of brands and
ideas Logic and Magic ...And the competition is often woefully weak
here
12. WHAT ARE THE SHIFTS TO BE MADE?From To Comms problem
Business Problem Apostles of the new The best strategic problem
solvers a client has available Talking brilliantly to each other
Authority within CMO community Random browsing and sharing
Disciplined R&D Wellcome Foundation Mainstage at Cannes
13. MY OWN BUSINESS MODEL WAS INSPIRED BY MYFRUSTRATION AT WHAT
AGENCIES WERENT DOING 22
14. MY FOUR POINT PLAN FOR PLANNINGLevel 1: Grind your teeth
much louder. Dont be happy playing the smaller game. Want to
influence the perceived value of Planning and Agencies in the
Bigger Game
15. MY FOUR POINT PLAN FOR PLANNINGLevel 1: Grind your teeth
much louder. Dont be happy playing the smaller game. Want to
influence the perceived value of Planning and Agencies in the
Bigger GameLevel 2: Raise your own game. Develop a higher level of
expertise yourself. Move beyond being a stimulating but anecdotal
apostle of the new. This will require your own personal R&D,
and a focus less on other planners and more on your clients. Find
out more about their AOP, and the value you could bring to
that..
16. MY FOUR POINT PLAN FOR PLANNINGLevel 1: Grind your teeth
much louder. Dont be happy playing the smaller game. Want to
influence the perceived value of Planning and Agencies in the
Bigger GameLevel 2: Raise your own game. Develop a higher level of
expertise yourself. Move beyond being a stimulating but anecdotal
apostle of the new. This will require your own personal R&D,
and a focus less on other planners and more on your clients. Find
out more about their AOP, and the value you could bring to
that.Level 3: Develop a higher level of authority and expertise for
your company. Find innovative ways to drive real R&D within it,
beyond demanding more budget. Help reinvent the business model. Be
the architects and drivers of this evolution
17. MY FOUR POINT PLAN FOR PLANNINGLevel 1: Grind your teeth
much louder. Dont be happy playing the smaller game. Want to
influence the perceived value of Planning and Agencies in the
Bigger GameLevel 2: Raise your own game. Develop a higher level of
expertise yourself. Move beyond being a stimulating but anecdotal
apostle of the new. This will require your own personal R&D,
and a focus less on other planners and more on your clients. Find
out more about their AOP, and the value you could bring to
that.Level 3: Develop a higher level of authority and expertise for
your company. Find innovative ways to drive real R&D within it,
beyond demanding more budget. Help reinvent the business model. Be
the architects and drivers of this evolutionLevel 4: Market
Planning and the value of Agencies as brilliantly as you help your
clients market themselves. Let me read about Planning in the FT.
Have world famous ongoing R&D projects, whose latest outputs
clients want to hear.
