#AugmentedPlanning by @mirandaluis 6/14/2013

Im a thief disclaimer:

among others like Martin Weigel, Adrian Ho, Mark Pollard, Paul Isakson,..

mission WTF is account planning about nowadays?

In baiting a trap with cheese," always leave room for the mouse" Jon Steel / Truth, Lies and Advertising Jon Steel --- Truth, lies & adver5sing

from information to inspiration to help making better ads classic account planning

information insight evaluation inspiration ref: Mark Pollard

Effective inspiration

My journey

INSIGHT SWEET SPOT 2002 2004 2006

ref: J.Walter Thompson Madrid 2002 DIFFERENTIAL BRAND/PRODUCT OFFER CONSUMER INSIGHT SWEET SPOT

CLIENT Insight CONSUMER Insight COMPETITION Insight ref: FCB/TAPSA Madrid 2004

CONTAGIOUS IDEAS CONVERSATION CO-CREATION SEEDING 2008 PUBLICIS SINGAPORE

ref: Publicis Singapore 2008

LISTENING/MONITORING ENGAGEMENT INFLUENCE REALTIME 2009

CATEGORY CONSUMER BRAND / PRODUCT CULTURE Human needs Business offer SWEET SPOT TECHNOLOGY MEDIA #COMPLEXITY IS IN THE AIR ref: A try to dene a todays conceptualization framework

SIZING THE OPPORTUNITY HISPANIC INSIGHT BICULTURAL TOTAL MARKET 2012

but Planning is driven by Culture & People so no matter if you are in a Hispanic, Digital or whatever type of agency, Planning is Planning* (*or an evolved version)

Although there are some tensions

#tension1

conceptual big idea thinker idea oriented vs tactical little ideas doer media oriented #tension2

ref: Planningness 2012 #tension3

Trying to gure out what people think Listening what they say and observe what they do (almost in real time) Playing with a signicant change in the research paradigm is back #tension4

#tension3 #tension3 looks like a big leap

phygital strategic mindset

this is not about digital planning, but planning for a digital world

Henry Jenkins Convergence Culture

#tension3 #tension3

are we still in the advertising business ? ref: Big Spaceship

from information to inspiration to help making better ads ideas and solutions

its also about creative marketing The essence is the same, but nowadays planning is much more than just communications

Advertising limits the power of strategy" Adrian Ho, Zeus Jones Jon Steel --- Truth, lies & adver5sing

CREATIVE MARKETING account planning becomes more than just communications MODERN" BRANDING MODERN BUSINESS STRATEGIES

Modern Branding

A (modern) brand is simply the sum of great ideas used to build that brand " John Grant Jon Steel --- Truth, lies & adver5sing

Attention not only had to be earned also rewarded

Making peoples lives better a.k.a create value for them

BranDOing" Do > Say" " "

ref: John Willshire

IMPROVING HOW TO

MAKE PEOPLE WANT THINGS " SOME CURRENT RELEVANT PILLARS TO DIVE IN POINT OF VIEW COMMITMENT DEMONSTRATE PURPOSE AS STRATEGY

PURPOSE AS STRATEGY ref: David Aaker http://www.prophet.com/blog/aakeronbrands/139-higher-purpose-branding

THE GOAL IS NOT IDENTIFY PEOPLE WHO NEEDS YOUR PRODUCT BUT PEOPLE WHO BELIEVE WHAT YOU BELIEVE

MAKE PEOPLE WANT THINGS " SOME CURRENT RELEVANT PILLARS TO DIVE IN GENEROSITY OVERCOME EXPECTATIONS SURPRISE EMOTIONAL REWARD PURPOSE AS STRATEGY POINT OF VIEW COMMITMENT DEMONSTRATE GOODNESS AS STRATEGY

Goodness not necessarily means for a social cause but (the democratization of) doing nice things

EXAMPLES GOODNESS AS STRATEGY? TACTIC (a.k.a Happy Tactics)

in fact this is not only about doing nice things but telling stories about doing nice things ref: Andy Whitlock

MAKE PEOPLE WANT THINGS " SOME CURRENT RELEVANT PILLARS TO DIVE IN GENEROSITY ADAPTATIVE AGILE REAL TIME SMALL BETS SCALE FAST GOODNESS AS STRATEGY PURPOSE AS STRATEGY PRODUCTION AS STRATEGY OVERCOME EXPECTATIONS SURPRISE EMOTIONAL REWARD POINT OF VIEW COMMITMENT DEMONSTRATE

EXAMPLE PRODUCTION AS STRATEGY ref: Zeus Jones and Edelman Digital

EXAMPLE PRODUCTION AS TACTIC

( product development / service design )

ref: Bedknobs_and_Broomsticks http://en.wikipedia.org/wiki/Bedknobs_and_Broomsticks

A world of Magic Magic in the World ref: Bedknobs_and_Broomsticks http://en.wikipedia.org/wiki/Bedknobs_and_Broomsticks

Tales Spells ref: Bedknobs_and_Broomsticks http://en.wikipedia.org/wiki/Bedknobs_and_Broomsticks

Storytelling Software ref: Bedknobs_and_Broomsticks http://en.wikipedia.org/wiki/Bedknobs_and_Broomsticks living / crossing / jumping out screens experiences & interactions

Magic in the world

A PHYGITAL SOLUTION IS MORE LIKELY TO BE SIMULTANEOUSLY" " A BUSINESS SOLUTION" +" AN USER SOLUTION

#anewromance

#anewromance atoms data

metaproduct Ref: Meta Products: Meaningful design for our connected world

connected systems

#InternetofTHINGS

ref: Russell Davies Berg Good Night Lamp #InternetofMIDDLECLASSThings

#InternetofMYThings WEARABLE, BUT PART OF A BIGGER BUSINESS STRATEGY

Interesting concept: BRAND AS WEAREABLE NOT JUST ABOUT CONSTANTLY WEARING IT BUT EARNING A CONSTANT PLACE IN YOUR LIFE

#NextStepsBrandUtility

#servicedesign

#coUtility democratization

coUtility is not a new concept

but we will see it more often (the rise of open APIs not only from native digital brands & big brands)

#coUtility +

#coUtility

#automation as new brand landscape

IFTTT.COM #automation

#automation

Modern Business Strategy

MODERN BUSINESS STRATEGY SOCIAL BUSINESS DESIGN ADAPTATIVE BUSINESS MODEL ECOSYSTEMS OF VALUE

#SocialBusinessDesign Ref: Dachis Group

#BusinessModels

#BusinessModels Your business model is not STATIC anymore It will have to evolve FASTER

reinventing #BusinessModels

ampliying #BusinessModels

disrupting #BusinessModels

90

ref: Gareth Kay #EcosystemsOfValue

observations

MORE PLANNERS INSPIRING ALSO " CREATIVE (BUSINESS & PRODUCT) SOLUTIONS MORE BRANDS EMBRACING BEHAVIORS & PRINCIPLES OF START UPS, APIS , WEAREABLES 2 1

adaptative planning ref: Gareth Kay THE PRESENT OF PLANNING THE PAST OF PLANNING

Share of Voice Share of Culture

the future of planning?

keep planning the future

Forward thinking mother fuckers Thats because today I love this job description for a planner: best job description for a planner ref: Richard Huntington

The HOW

thanks @mirandaluis