aaaa future of planning zj
Post on 17-Oct-2014
19.925 views
DESCRIPTION
This is the speech we gave at the 4As account planning conference in San Diego.TRANSCRIPT
© Z
eus
Jone
s 20
07
Zeus Jones.
Born March 1, 2007.
© Z
eus
Jone
s 20
07
“Hello, it’s August 2007.”
© Z
eus
Jone
s 20
07
The only certain thing about the future is that it will surprise even those who have seen furthest into it.
E. J. Hobsbawm
© Z
eus
Jone
s 20
07
© Z
eus
Jone
s 20
07
© Z
eus
Jone
s 20
07
The future of planning.
Presented at the AAAA Account Planning Conference 2007.
© Z
eus
Jone
s 20
07
It actually gets worse...
© Z
eus
Jone
s 20
07
Head of planningFallon
PresidentFallon
© Z
eus
Jone
s 20
07
Head of planningFallon
PresidentFallon
© Z
eus
Jone
s 20
07
The HosThe Whites
© Z
eus
Jone
s 20
07
The HosThe Whites
© Z
eus
Jone
s 20
07
We’ve bet everything on a vision of the future.
© Z
eus
Jone
s 20
07
Not a vision of the future of planning...
© Z
eus
Jone
s 20
07
Or communications...
© Z
eus
Jone
s 20
07
Or media...
© Z
eus
Jone
s 20
07
Or marketing...
© Z
eus
Jone
s 20
07
We placed a bet on the future of business.
© Z
eus
Jone
s 20
07
Value in business has migrated to intangibles.
© Z
eus
Jone
s 20
07
Service Non service
Percent of GDP based upon
32%
68%
USA
40%
60%
World
60%
40%
China
© Z
eus
Jone
s 20
07
Businesses are moving from atoms
to bits, becoming
information businesses.
© Z
eus
Jone
s 20
07
This is enabling a great transformation in business.
© Z
eus
Jone
s 20
07
It will no longer be enough to meet customer needs.
© Z
eus
Jone
s 20
07
Or even to surpass customer needs.
© Z
eus
Jone
s 20
07
Businesses now need to create new possibilities.
© Z
eus
Jone
s 20
07
© Z
eus
Jone
s 20
07
Sony more than met expectations for a next gen console.
© Z
eus
Jone
s 20
07
Sony more than met expectations for a next gen console. Nintendo created an entirely new experience.
© Z
eus
Jone
s 20
07
© Z
eus
Jone
s 20
07
Microsoft packed more upgrades into Office than ever.
© Z
eus
Jone
s 20
07
Microsoft packed more upgrades into Office than ever. Google put “office apps” online and made them free.
© Z
eus
Jone
s 20
07
© Z
eus
Jone
s 20
07
HTC Delivered one of the most powerful phones ever.
© Z
eus
Jone
s 20
07
HTC Delivered one of the most powerful phones ever. Apple created a new way to use a phone.
© Z
eus
Jone
s 20
07
Exceeding expectations isn’t enough. You need to create new possibilities.
© Z
eus
Jone
s 20
07
The formula for creating new possibilities is fairly easy to understand.
© Z
eus
Jone
s 20
07
You can innovate constantly and consistently.
Edwin Tofslie:
© Z
eus
Jone
s 20
07
You can reinvent yourself.
© Z
eus
Jone
s 20
07
You can reinvent yourself.
© Z
eus
Jone
s 20
07
You can reinvent yourself.
© Z
eus
Jone
s 20
07
Or you can start from scratch.
© Z
eus
Jone
s 20
07
Most companies can’t pull this off...
© Z
eus
Jone
s 20
07
That’s where marketing comes in.
© Z
eus
Jone
s 20
07
Marketing: according to the AMA.
“Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.”
© Z
eus
Jone
s 20
07
© Z
eus
Jone
s 20
07
Value is in information not assets.
© Z
eus
Jone
s 20
07
Value is in information not assets. Value is in delivering new experiences.
© Z
eus
Jone
s 20
07
Value is in information not assets. Value is in creating new opportunity.Value is in delivering new experiences.
© Z
eus
Jone
s 20
07
Marketing today can’t fulfill this role.
© Z
eus
Jone
s 20
07
Marketing reinvented can fulfill this role.
© Z
eus
Jone
s 20
07
`
© Z
eus
Jone
s 20
07
`
Marketing must move from:
A communication oriented role.
© Z
eus
Jone
s 20
07
`
Marketing must become:
A value-creation
tool.
© Z
eus
Jone
s 20
07
© Z
eus
Jone
s 20
07
Web 1.0 was a communications medium
Com
pute
r His
tory
Mus
eum
© Z
eus
Jone
s 20
07
Web 2.0 allow businesses to deliver information-based services that:
Create new possibilities and new experiences for their customers.
© Z
eus
Jone
s 20
07
© Z
eus
Jone
s 20
07
Open Table
© Z
eus
Jone
s 20
07
Map My RunOpen Table
© Z
eus
Jone
s 20
07
© Z
eus
Jone
s 20
07
Loopt
© Z
eus
Jone
s 20
07
Loopt Oops I’m Late
© Z
eus
Jone
s 20
07
Web 2.0 (and other technologies) allow companies to create marketing that:
Creates new possibilities and new experiences for their customers.
© Z
eus
Jone
s 20
07
Marketing As A Service.ZM
© Z
eus
Jone
s 20
07
© Z
eus
Jone
s 20
07
Pure Digital Flip - “Disposable Technology.”
© Z
eus
Jone
s 20
07
Pure Digital Flip - “Disposable Technology.” Plus a service = Completely new experience.
© Z
eus
Jone
s 20
07
© Z
eus
Jone
s 20
07
Ambient Devices - adding services to an umbrella.
© Z
eus
Jone
s 20
07
Ambient Devices - adding services to an umbrella. Prada Store - adding services to clothing.
© Z
eus
Jone
s 20
07
The great news is there’s no shortage of existing services that can be co-opted, mashed up, remixed and put to work for you clients.
© Z
eus
Jone
s 20
07
© Z
eus
Jone
s 20
07
The Future Of Business
The Future Of Marketing
The Future Of Planning= =
© Z
eus
Jone
s 20
07
© Z
eus
Jone
s 20
07
Voice of the consumer
© Z
eus
Jone
s 20
07
Voice of the consumer
© Z
eus
Jone
s 20
07
Voice of the consumer
Advertising midwife
© Z
eus
Jone
s 20
07
Voice of the consumer
Advertising midwife
© Z
eus
Jone
s 20
07
Voice of the consumer
Advertising midwife ????
“Industry is a customer satisfying one, not a goods producing one.
“The historic fate of one growth industry after another has been its product provincialism.
“The tantalizing profit possibilities of low unit cost may be the most seriously self-deceiving attitude that can afflict a company.”
© Z
eus
Jone
s 20
07
`
Theodore Levitt
© Z
eus
Jone
s 20
07
© Z
eus
Jone
s 20
07
Lowering unit costs?
© Z
eus
Jone
s 20
07
Lowering unit costs? Product provincialism?
© Z
eus
Jone
s 20
07
Lowering unit costs? Product provincialism? Goods producing business?
© Z
eus
Jone
s 20
07
Planners helped reform UK advertising in the 60s.
© Z
eus
Jone
s 20
07
Imagine planning as an industry.
© Z
eus
Jone
s 20
07
What business are we in?
© Z
eus
Jone
s 20
07
© Z
eus
Jone
s 20
07
© Z
eus
Jone
s 20
07
`
© Z
eus
Jone
s 20
07
`
Clients want to create new experiences
that excite their customers.
© Z
eus
Jone
s 20
07
`
Clients want to create new experiences
that excite their customers.
Planners use creativity and
intuition to imagine a more exciting future.
© Z
eus
Jone
s 20
07
`
Clients want to create new experiences
that excite their customers.
Planners use creativity and
intuition to imagine a more exciting future.
© Z
eus
Jone
s 20
07
© Z
eus
Jone
s 20
07
We launched with a single belief. When it comes to marketing: actions speak louder than words.
Thom
as B
ruce
(trb
pix)
on
Flic
kr li
cens
ed u
nder
cre
ativ
e co
mm
ons
Photo: Thomas Bruce. Used with consent of owner.
© Z
eus
Jone
s 20
07
Christian Adrian Eric Chris Rob
© Z
eus
Jone
s 20
07
No departments.
No walls between strategy and creativity in how we work or what we deliver.
© Z
eus
Jone
s 20
07
Our first lesson.
Take responsibility for creating value for clients, not just briefs.
© Z
eus
Jone
s 20
07
No barriers to ideas.
No part of the client’s business is out of bounds.
© Z
eus
Jone
s 20
07
© Z
eus
Jone
s 20
07
© Z
eus
Jone
s 20
07
© Z
eus
Jone
s 20
07
Our second lesson.
Fight compartmentalization.
© Z
eus
Jone
s 20
07
Shared accountability.
Project-based with bulk of fee tied to achieving business results.
© Z
eus
Jone
s 20
07
Our third lesson.
Get involved in the compensation negotiation. Find ways for the agency to get paid for helping build the client’s business - regardless of the vehicle.
© Z
eus
Jone
s 20
07
The future looks good for planners.
© Z
eus
Jone
s 20
07
Planning as an industry can thrive.
But planners must become more vocal and involved in broader agency and industry debate.
© Z
eus
Jone
s 20
07
"I'm just surprised that no-one's thought of a better idea yet." - Stephen King
© Z
eus
Jone
s 20
07
The future of planning.
Presented at the AAAA Account Planning Conference 2007.