aaaa future of planning zj

Zeus Jones.

Born March 1, 2007.

“Hello, it’s August 2007.”

The only certain thing about the future is that it will surprise even those who have seen furthest into it.

E. J. Hobsbawm

The future of planning.

Presented at the AAAA Account Planning Conference 2007.

It actually gets worse...

Head of planningFallon

PresidentFallon

Head of planningFallon

PresidentFallon

The HosThe Whites

We’ve bet everything on a vision of the future.

Not a vision of the future of planning...

Or communications...

Or media...

Or marketing...

We placed a bet on the future of business.

Value in business has migrated to intangibles.

Service Non service

Percent of GDP based upon

Businesses are moving from atoms

to bits, becoming

information businesses.

This is enabling a great transformation in business.

It will no longer be enough to meet customer needs.

Or even to surpass customer needs.

Businesses now need to create new possibilities.

Sony more than met expectations for a next gen console.

Sony more than met expectations for a next gen console. Nintendo created an entirely new experience.

Microsoft packed more upgrades into Office than ever.

Microsoft packed more upgrades into Office than ever. Google put “office apps” online and made them free.

HTC Delivered one of the most powerful phones ever.

HTC Delivered one of the most powerful phones ever. Apple created a new way to use a phone.

Exceeding expectations isn’t enough. You need to create new possibilities.

The formula for creating new possibilities is fairly easy to understand.

You can innovate constantly and consistently.

Edwin Tofslie:

You can reinvent yourself.

Or you can start from scratch.

Most companies can’t pull this off...

That’s where marketing comes in.

Marketing: according to the AMA.

“Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.”

Value is in information not assets.

Value is in information not assets. Value is in delivering new experiences.

Value is in information not assets. Value is in creating new opportunity.Value is in delivering new experiences.

Marketing today can’t fulfill this role.

Marketing reinvented can fulfill this role.

Marketing must move from:

A communication oriented role.

Marketing must become:

A value-creation

Web 1.0 was a communications medium

Web 2.0 is a services medium

Web 2.0 allow businesses to deliver information-based services that:

Create new possibilities and new experiences for their customers.

Open Table

Map My RunOpen Table

Loopt Oops I’m Late

Web 2.0 (and other technologies) allow companies to create marketing that:

Creates new possibilities and new experiences for their customers.

Marketing As A Service.ZM

Pure Digital Flip - “Disposable Technology.”

Pure Digital Flip - “Disposable Technology.” Plus a service = Completely new experience.

Ambient Devices - adding services to an umbrella.

Ambient Devices - adding services to an umbrella. Prada Store - adding services to clothing.

The great news is there’s no shortage of existing services that can be co-opted, mashed up, remixed and put to work for you clients.

The Future Of Business

The Future Of Marketing

The Future Of Planning= =

Voice of the consumer

Advertising midwife

Advertising midwife ????

“Industry is a customer satisfying one, not a goods producing one.

“The historic fate of one growth industry after another has been its product provincialism.

“The tantalizing profit possibilities of low unit cost may be the most seriously self-deceiving attitude that can afflict a company.”

Theodore Levitt

Lowering unit costs?

Lowering unit costs? Product provincialism?

Lowering unit costs? Product provincialism? Goods producing business?

Planners helped reform UK advertising in the 60s.

Imagine planning as an industry.

What business are we in?

Clients want to create new experiences

that excite their customers.

Planners use creativity and

intuition to imagine a more exciting future.

Planners use creativity and

intuition to imagine a more exciting future.

We launched with a single belief. When it comes to marketing: actions speak louder than words.

Photo: Thomas Bruce. Used with consent of owner.

Christian Adrian Eric Chris Rob

No departments.

No walls between strategy and creativity in how we work or what we deliver.

Our first lesson.

Take responsibility for creating value for clients, not just briefs.

No barriers to ideas.

No part of the client’s business is out of bounds.

Our second lesson.

Fight compartmentalization.

Shared accountability.

Project-based with bulk of fee tied to achieving business results.

Our third lesson.

Get involved in the compensation negotiation. Find ways for the agency to get paid for helping build the client’s business - regardless of the vehicle.

The future looks good for planners.

Planning as an industry can thrive.

But planners must become more vocal and involved in broader agency and industry debate.

"I'm just surprised that no-one's thought of a better idea yet." - Stephen King

The future of planning.

Presented at the AAAA Account Planning Conference 2007.

aaaa future of planning zj

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