Fringe planning

60
Griffin Farley Swedish Account Planning Group Stockholm 2011 FRINGE PLANNING
  • date post

    21-Oct-2014
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    Business

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Fringe Planning is a segment of strategic planning that suggests planners should inspire ad agency talent to spend time developing their own ideas.

Transcript of Fringe planning

Page 1: Fringe planning

Griffin FarleySwedish Account Planning Group

Stockholm 2011

FRINGE PLANNING

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WHAT. . . NO PROPAGATION PLANNING?

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

- Leon Phang@theplanninglab

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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

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INNOVATION TWO

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Half-Sizes for Women’s Clothing

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INNOVATION THREE

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Double the brand presence on shelf

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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.

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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

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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

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Planners inspire Creative Technologists/ Inventors

Brand ConsultingStrategists inspire Clients in charge of the Brand

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THE NEW AGENCY HIRES

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CREATIVE TECHNOLOGISTS/ INNOVATORS

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FRINGE PLANNERS

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WHO MIGHT INSPIRE THESE PEOPLE?

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Fringe Planners

Part InnovatorPart Technologist

Part Naming SpecialistPart Trend ForecasterPart Account Planner

Part Community Manager

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THE VENTURE CAPITAL EFFECT

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HOW DO AGENCIES INNOVATE?

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The question of the decadeLet’s review the situation

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TALENT

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

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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

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FUNDING

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

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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

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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

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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

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HOW TO DO IT?

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DO IT DIFFERENT

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

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R&D FORMULATION

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

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R&D TO CONCEPT TEST

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

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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

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FLIPPING THE R&D PROCESS

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WHERE TO BEGIN?

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Find the Consumer Paradox

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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

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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

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THE HAPPY MEAL

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Bob Bernstein

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METHOD

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Eric Ryan

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AREA/ CODE SOLD TO ZYNGA

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Kevin Slavin

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FOURSQUARE

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Dennis Crowley

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WE CAN DO BETTER THAN THIS

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SOUTH EAST TOYOTA + 22SQUARED

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MY FAVORITE TOOLS

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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

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WHAT I READ

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THE QUESTIONS

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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?

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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?

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BRAND INVENTION

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

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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?