fringe planning

Griffin FarleySwedish Account Planning Group

Stockholm 2011

FRINGE PLANNING

WHAT. . . NO PROPAGATION PLANNING?

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“We want to hear something that nobody has heard before”

- Leon Phang@theplanninglab

GRIFFIN FARLEY: STRATEGY DIRECTORYear 1 Year 2 Year 3-5 Year 6 Year 9-11 Year 12+Year 7-8

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INNOVATION ONE

4Gundam Wing meets Warhammer 40K Game

INNOVATION TWO

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Half-Sizes for Women’s Clothing

INNOVATION THREE

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Double the brand presence on shelf

WHAT DO THEY ALL HAVE IN COMMON?

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The client didn’t buy any of these ideas. They were killed.The ad agency (or brand consulting firm) moved on.

SEGMENTS OF PLANNING

Account PlanningInspires better Creative

Connection PlanningInspires better Media/ Context/ Engagement

Comms PlanningInspires better Campaign Management

Propagation PlanningInspires better Word of Mouth

Transmedia PlanningInspires better Storytelling

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Fringe PlanningInspires better Innovators

Brand ConsultingInspires better Marketing

THESE TOOLS INSPIRE DIFFERENT PEOPLE

Account PlanningPlanners inspire Creative Teams

Connection PlanningPlanners inspire Media Planners

Comms PlanningPlanners inspire Clients in charge of rolling out Campaigns

Propagation PlanningPlanners inspire Digital Ninjas/ Social Media Experts

Transmedia PlanningPlanners inspire Digital Creative Teams

9Fringe Planning

Planners inspire Creative Technologists/ Inventors

Brand ConsultingStrategists inspire Clients in charge of the Brand

THE NEW AGENCY HIRES

CREATIVE TECHNOLOGISTS/ INNOVATORS

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FRINGE PLANNERS

WHO MIGHT INSPIRE THESE PEOPLE?

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Fringe Planners

Part InnovatorPart Technologist

Part Naming SpecialistPart Trend ForecasterPart Account Planner

Part Community Manager

THE VENTURE CAPITAL EFFECT

HOW DO AGENCIES INNOVATE?

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The question of the decadeLet’s review the situation

TALENT

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Ad agencies have recruited some of the most creative people in the world

BYPRODUCTS

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The byproduct of agencies are ideas that don’t get sold,or they are not appropriate for that particular client

FUNDING

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Agencies are establishing venture capital fundsto take their own ideas to market

REVENUE

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50% 50%

CLIENTS IP

Agencies want to control their fate and would like half of their revenue to come from clients and half from IP they own

THE MOVEMENT IS HAPPENING

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THE MOVEMENT IS HAPPENING

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THE MOVEMENT IS HAPPENING

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THE IDEA IS SPREADING

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Anomaly (NY, London)

BBH ZAG (NY, London)

KSB+P Ventures (NY)

Deutsch Consigliere (NY)

Trumpet (New Orleans)

Rockfish Interactive (Arkansas, Ohio)

...and many more

AGENCIES OPENING COFFEE SHOPS

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AGENCIES STARTING MAKE UP LINES

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AGENCIES LAUNCHING SOFTWARE

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AGENCIES LAUNCHING SOFTWARE

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http://www.youtube.com/watch?v=kO-eFqFLKtA

HOW TO DO IT?

DO IT DIFFERENT

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Are companies inventing products that their factories can make, or products they know consumers want to buy?

R&D FORMULATION

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R&D people make interesting formulations aimed at filling important and unmet needs in a category

R&D TO CONCEPT TEST

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The marketing department describes these product features and tests these features with consumers

CONCEPT TEST TO BRAND PERSONALITY

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Finally, the marketing people take the winning concept to the ad agency, which figures out the brand voice and personality

FLIPPING THE R&D PROCESS

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WHERE TO BEGIN?

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Find the Consumer Paradox

SOLUTIONS TO CONSUMER PARADOXES

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Babies scream on airplanes when business travelers want sleep. OH WELL

A challenging career takes lots of time and investment, but so does a satisfying home life. OH WELL

People want to be healthy but they also don’t want to make an extraordinary effort. OH WELL

HOW AGENCY PEOPLE INNOVATE

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Energy or Attraction

Conflict orTension

ConsumerInsight

NameDesignAttitude

Human ProblemListen to Complaints

Low Energy Category

Behavior ShiftsTechnology Shifts

Market Size

THE HAPPY MEAL

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Bob Bernstein

METHOD

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Eric Ryan

AREA/ CODE SOLD TO ZYNGA

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Kevin Slavin

FOURSQUARE

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Dennis Crowley

WE CAN DO BETTER THAN THIS

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SOUTH EAST TOYOTA + 22SQUARED

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MY FAVORITE TOOLS

READ

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MANAGE YOUR TO DO LIST

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GET A GOOD NAME

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VIRTUALLY INCORPORATE

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BUILD A WEBSITE

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MEASURE THE TRAFFIC

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BUILD AN EMAIL DATABASE

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DO CONSUMER RESEARCH

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LET PEOPLE VOTE ITEMS UP AND DOWN

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BOOKS

WHAT I READ

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THE QUESTIONS

WHAT IF WE INCREASED RETENTION?

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What if our employees could ignite their own ventures with agencies as partners,

increasing retention on projects they own?

CAN AGENCIES DO BOTH?

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What if we offered clients both a world class agency and an idea incubator that created brand value instead of marketing expense?

BRAND INVENTION

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What if in addition to funding Marketing,our clients were building equity?

ARE AGENCIES ATTRACTIVE?

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What if we created an industry where entrepreneurs brought us their ideas, instead

of a Traditional VC or Angel Investor?

CONTACT

GRIFFIN FARLEY - STRATEGY DIRECTOR

GRIFFIN.FARLEY@BBH-USA.COM

WWW.PROPAGATIONPLANNING.COM

(Coming Soon) WWW.FRINGEPLANNING.COM