mdw ny | faris yakob_strategy for the post-digital age

WE’VE BEENWRONGALL ALONG

Thursday, December 2, 2010

PERSISTENTMETACOGNITIVEERRORS INADVERTISINGThursday, December 2, 2010

AND HOW“DIGITAL”MAKES IT BETTER

EVP Chief Technology Strategist //McCann Erickson NY

<NOW\\ Chief Innovation OfficerMDC/kbs+p

Spies & Assassins

BEFORE>Digital Ninja //

Naked Communications\\ Founding Spy

WHAT IS STRATEGY?

WHAT ARE THEY FOR?

WHAT IS ACCOUNT PLANNING?

I used to sell strategyStrategy is making informed decisions about how to achieve predetermined objectives

"Account planning is the discipline that brings the consumer into the process of developing advertising.”

VOICE OF THE CONSUMERIN ORDER TO

MAKE THE WORK, WORKDIRECT + INSPIRE CREATIVITY

Stephen King, believing that clients deserved a better way of doing things, proposed a process of advertising development that had a little less gut feeling and a little more scientific foundation.

CREATIVE PLANNINGACCOUNT

PRODUCTION

agency

"the best new business tool ever invented"

TELL PEOPLE ABOUT IT

GARETH’S SLIDE

BUT THE CONSUMER RESEARCH SAYS OTHERWISE....

ATTITUDES

BEHAVIORS

≠Thursday, December 2, 2010

METACOGNITIVE ERROR

“We know brand preferences usually aren’t rational,” he says, “and yet we still persist in trying to put rational messages into our advertising.”

- Paul Feldwick METACOGNITIVE ERROR

METACOGNITIVE ERRORThursday, December 2, 2010

“Somehow 30 seconds of entertaining nonsense leads to a situation where people not only choose this brand but will pay 35% more for it.” - Paul Feldwick

WHAT EVERYONE ELSE SAYS

ABOUT YOU

BRANDWHO YOU ARE

WHAT YOU DO

RETAIL

PRODUCT

SERVICE

METACOGNITIVE ERROR

SELLING

BRANDS

DIFFERENTIATION

EXPERIENCEENHANCEMENT

EVOLUTION NEEDED TO STRATEGY: THE ROLE OF “ADVERTISING” PRE-

DIGITAL

“We know brand preferences usually aren’t rational,” he says, “and yet we still persist in trying to put rational messages into our advertising.”

- Paul Feldwick METACOGNITIVE ERROR

DIGITAL IS DIFFERENT

THE WORLD IS DIGITALDIFFERENT

“Our focus should be not on emerging technologies but on

emerging cultural practices.” – Henry Jenkins, Professor of

Comparative Media, MIT and author of Convergence Culture: When Old

and New Media Collide!

FROM VIEWING...

TO DOING

PASSIVE

ACTIVE

GIVE PEOPLE A ROLE

GAPS IN THE PROCESS

49Thursday, December 2, 2010

Source: http://www.slideshare.net/adliterate/media-fragmentationThursday, December 2, 2010

MEDIA PLANNINGKnowing how to reach the consumer

> CONTEXT

ACCOUNT PLANNINGUnderstanding the consumer> CONTENTThursday, December 2, 2010

A strategic function that develops investment

plans for brands, taking into consideration all

channels, including advertising, PR, direct, retail – everything communicates - with the focus on

developing ideas that connect brands to people

in powerful ways that generate a financial return

DEF UH NISH UN: COMMUNICATION PLANNING

EVERY NEW CHANNEL

CHANGES THE ENTIRE SYSTEM

LEAD GENERATION, SALES

Recruitment Ads and Outreach to find the6 Electronaut Recruits

FacebookEngagement Ads

kiittens.com

Explore the Active E Car

Realtime Data Visualization

Twitter Account

SOCIAL SYNDICATION

FOLLOWRETWEET @ ENGAGE

Social Impressions

Facebook Data Application

FacebookApplication / TAB

Mobile Application

Granular City Data Viz

Individual Content Streams

PROMOTIONAL EVENTS

INFLUENCER ENGAGEMENT + CONTENT SYNDICATION

Individual Twitter Accounts

ULTIMATE DRIVING EVENTS

Advertising Using Live Data

Social Media EngagementContent launch

Solicit input from crowd

FROM IDEAS THAT ARE CONTENT TO IDEAS THAT CREATE CONTENT

BUT...CONTENT IS NO LONGER

ENOUGHThursday, December 2, 2010

NEW MARKETING ISSOLVING BRAND PROBLEMS

BY SOLVING CONSUMER

PROBLEMSThursday, December 2, 2010

PROBLEMS: BRAND + CONSUMER“The greatest challenge to any thinker is stating the problem

in a way that will allow a solution” George Bernard Shaw

INSIGHT AND PARTICIPANTS

PARTICIPANT ROLE

DESIRED BRAND ACTIONWHERE SHOULD THAT HAPPEN

DESIRED CONSUMER BEHAVIORThursday, December 2, 2010

WHAT BRAND PROBLEM ARE WE SOLVING?

WHAT CUSTOMER PROBLEM ARE WE SOLVING?

WHO ARE THE PARTICIPANTS & WHO ARE THE PASSIVES?

WHAT DOES THE BRAND WANT TO DO FOR PEOPLE? WHERE DOES THAT HAPPEN?

HOW CAN THEY PARTICIPATE?WHAT DO WE WANT THEM TO DO?

WHAT DO PARTICIPANTS DO AND SAY?

DO SOMETHING FOR PEOPLE

TELL PEOPLE ABOUT ITDO SOMETHING

PEOPLE SOCIAL & PARTICIPATORYBRANDS BEHAVIORAL TEMPLATESSTRATEGY HOW TO CREATE VALUEBRIEFS ACTIONS + CHANNELSSYSTEMS ARCHITECTURE

fyakob@mdc-partners.comfarisyakob.com

@faris

mdw ny | faris yakob_strategy for the post-digital age

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