thinkLA AdU: Account Planning 2014 - Nick Barham

COHERENCE AND MESS INSIGHTS AND NOISE

The role for strategy in a converged world

@NickFBarhamFriday, April 18, 2014

Friday, April 18, 2014

https://www.youtube.com/watch?v=l4q2LLX5oLw




THE SEMIOTICS OF SAUSAGE


other pie images here kinect, materials, etc


SOME IMPORTANT

RELATIONSHIPSFriday, April 18, 2014

Business + creativityFriday, April 18, 2014

brands + culture


People


THE BASICS


Challenge familiarityFriday, April 18, 2014

Tell a great story


Make strange connectionsFriday, April 18, 2014

Your fans work at progressive challenger companies

employees who like Y

Y

Z .083

.583 Y

Z .050

.950 Y

Z .083

.583

Y

Z .023

.267Y

Z .047

.367 Y

Z .014

.115

Y

Z 2.26

.038 Y

Z 2.76

.537 Y

Z 3.85

.001

Y

Z .345

.045 Y

Z .076

.005 Y

Z .110

.019

employees who like Z


Your followers align you withthe same types of brands

1.75

1.17

1.14

1.13

0.23

0.17

0.14

-‐0.20

-‐0.24

-‐0.25

-‐0.31

-‐0.36

-‐0.75

-‐1.00

high # of mutual Y followerslow # of mutual Z followers


“It’s no surprise that more than half of the Weather Company’s ad revenue is now generated from its digital operations, analyzing millions of local climates to predict how shoppers’ habits sway with the weather. In Atlanta, ice cream consumption is higher when summers aren’t overly hot, because ice cream is less likely to melt.”


?Friday, April 18, 2014

Bring people and their worlds to life


#LEVIS #TRUERELIGION


#LEVIS #TRUERELIGION VIA TRUE RELIGION


83% of women say

important factor

truth

“I AM WHATI WEAR”

MORE THAN 7 OUT OF 10 WOMAN PREFER JEANS OVER CASUAL SLACKS

Eventually, a good pair of jeans becomes your best friend

FOR THE OTHER 82%, THE QUEST FOR A “DENIM SOULMATE”IS AN EPIC MISSION...

EVEN WHEN THE JEANS GET WORN OUT

“WHEN MY JEANS IS ‘SICK’ I LOOK TO FIX THEM” OR TO BUY THE SAME ONE AGAIN..

ONLY 18% OF THEM CONSIDER “BRAND” AN IMPORTANT FACTOR IN DENIM PURCHASES

...and they alwaysgo back foranother pairpair they love, they

keep them

MORE THAN 50% WOMEN FAVOR QUALITY & DURABILITY OVER STYLE.

friends and family are

in jean purchase decisions (53%).

celebrities are a minor

of women.

THEY LOOK FOR JEANS THAT ARE COMFORTABLE (74%) AND

FLATTERING (71%)

there are a variety

body type

jean obituaries:

the reality

CONVENTION

“I AM WHAT I WEAR”

Source : lifestyle monitor survey, cotton inc, 2013

JEAN STRUGGLES

THE ROLE OF DENIM IN WOMEN’S LIVES


If all else fails...


skills

Develop your

specialFriday, April 18, 2014

Culture addictPresenterAudience voice

ResearcherData analyst

ModeratorInformation source

FuturologistFacilitatorStory teller

Strategic thinker

COMEDIAN

FIGHTER

SOCIAL MAVEN

EXPERTDESIGNER


Don't get set into one form, adapt it and build your own, and let it grow, be like water Empty your mind, be formless, shapeless — like water

Now you put water in a cup, it becomes the cupYou put water into a bottle it becomes the bottle

You put it in a teapot it becomes the teapot Now water can flow or it can crash

Be water, my friendFriday, April 18, 2014

Convergence is a constant process, not an end point. Technology, creativity, and media are constantly evolving, and so is the converged company. It is a never-ending challenge to adapt a customer experience that, in our digital age, will always be in flux.

Bob Lord, CEO Razorfish


Art And Technology Get Closer In L.A.Lori Kozlowski, Contributor, Forbes

“L.A. is a city driven by imagination and creativity; it’s natural that artists and technology entrepreneurs are thriving here.

Much recent innovation in consumer technology has been driven by design, and many tech entrepreneurs draw their inspiration from artists and aspire to artistry in their products — so I’d expect to see increased convergence between the two worlds over time.”


http://www.forbes.com/sites/lorikozlowski/

http://www.forbes.com/sites/lorikozlowski/

THE OPPORTUNITIES AND TEMPTATIONS OF CONVERGENCE


We have entered a new golden age, one in which technology has finally caught up with humans’ endless curiosity, and one that has the potential to revolutionize a wide swath of occupations and research fields.

David Weinberger, Too big to know


Darwin today would not be operating this way. He would very likely be tweeting from the Beagle. He would be announcing his findings and initial ideas online, and people would be arguing with him all along, taking his ideas, applying them elsewhere, pushing back, criticizing him deeply — all of the things we do on the Web.

That work has revolutionary, incredible value, but put into the Web, it gets teased out, amplified, corrected, as well as misunderstood and degraded. Nevertheless, that Web itself has more value than the individual content, so I would expect that Darwin today would be gathering his data from clouds of linked data, trying out ideas on the Web, and drawing those ideas in the tussle. The old rhythm of knowledge and science not coincidentally is the rhythm of publishing.

The Web has completely broken that rhythm.Friday, April 18, 2014

THE STRATEGIST AS GUIDE


DATA(AB)USE


NEOPHILA


the longer a technology lives,the longer it can be expected to live-ANTI-FRAGILE, NASSIM NICHOLAS TALEB


http://www.nytimes.com/newsgraphics/2013/10/27/south-china-sea/Friday, April 18, 2014

http://www.nytimes.com/newsgraphics/2013/10/27/south-china-sea/

http://www.nytimes.com/newsgraphics/2013/10/27/south-china-sea/

The intention was good: "Let's give a behind-the-scenes glimpse into the editorial process!" But you know what it ends up looking like? A bunch of people sitting in a meeting. That's it. Most of us have to endure enough conference room monotony of our own. Please don't subject us to yours as well, USA Today.

OK, so you're a gum brand. Your videos will likely involve people chewing gum. But there's really nothing -- nothing -- interesting about a person unwrapping a piece of gum and shoving it in his mouth. It's boring. The end.


OCD*

*Obsessive Curation DisorderFriday, April 18, 2014

There’s no such thing as information overload — only filter failure.

Clay Shirky


CONTENT COMMERCE


In our focus on real time content, it is easy to overlook the bigger opportunity that is the blurring of the boundaries between content and commerce. If we accept that a majority of consumers will now experience our brands not on destination websites but distributed across the stream it is essential that we begin to build the ability to transact within the stream.

Patricia McDonaldChief Strategy Officer, Isobar


HYPERACTIVITYFriday, April 18, 2014

The most important lesson from last Sunday’s event is perhaps this: the power of an “organising idea” for a brand.

“Red Bull gives you wings” is the brand’s time-honoured platform and one that serves not just as the consumer proposition for its energy drinks, but also as a driving force for the business and its marketing activities.

Rarely can a marketing claim have been dramatised more extravagantly. But without the brilliant distillation of the brand’s benefit down to those three words, last week’s event might never have happened. Laurence Green

Marketing101/Think Tank


WHO WE“GREAT BRANDS CELEBRATE WHAT THEY LOVE.SUCCESSFUL BRANDS ARE NOT COLD: THEY HAVE A SOUL, A CHARACTER. IF YOUR BRAND DOES NOT HAVE A BELIEF, IF IT DOES NOT HAVE A SOUL AND DOES NOT CORRECTLY ARCHITECT ITS MESSAGES EVERYWHERE IT TOUCHES CONSUMERS, IT CAN BECOME IRRELEVANT. THE EMOTIONAL CENTRE, THE BELIEF OF A BRAND, HAS TO INFORM ITS BEHAVIOR, AND THIS CAN’T ALL BE DONE WITH THE LEFT SIDE OF THE BRAIN.”

BE MORE

HUMAN(and if in doubt)

BE MORE DOG


technology should serve people, not the other way around

simple, intuitive brand behaviorbrand belief

gatorade is a catalyst for athletic achievement.

fuel and inspire athletes everywhere by innovating to equip them to achieve their athletic best.

brand behaviorbrand belief


ACTION


RISKFriday, April 18, 2014

COMPETITION


DATA(AB)USE


PlanningClient - CreativeBrand - CulturePeople - People

DifferentiationDefamiliarisationContent and commerceTell a great storyMake strange connectionsDevelop your special skills

In a world of flux, embrace instabilityEndless stimulation, go beyond curationProliferation of platforms, choose wiselyResist neophilia

Identify your soulFigure out how to behaveFind your rhythm

The truth lets you be brave

We’re all plannersStrategy is everywhereIt gets better with others


thinkLA AdU: Account Planning 2014 - Nick Barham

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Transcript of thinkLA AdU: Account Planning 2014 - Nick Barham