love, sex, death & strategy

a question

i have a dream

1. be intense 2. be instinctive 3. be entrepreneurial

hello, 1995

Role of planners / dark art planning was

a dark art

thhinking was not solution-agnostic

then this happened

Golden age

a creative rennaisance

what stays the same

clarity

creativity commerciality

we’re wired the same

0%

5%

10%

15%

20%

25%

30%

35%

40%

Rational Emotions Fame

Very

larg

e p

rofit

effe

cts

Communications strategy

nothing beats fame

seek emotional energy

love, sex, death

passionate

betrayed

repressed

uninhibited

heart-broken

outraged

lonely

relief

elated

tender

agony

loathe

disgust

fear

insecure

panic

timid

defiant

lonely

jealous

courage

regret

guilt empathy

Marmite: loved but neglected

Mulberry #winxmas: present giving is a competitive sport

present giving is a competitive sport

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

1 year 2 years 3+ years

Very

larg

e p

rofit

effe

cts

Emotional campaigns

Rational campaigns £

ask the wrong questions

what is wrong with the category?

what are users deprived of?

what would we never do?

who do you not do for audience?

what is wrong with our brand?

true of tech

killer ux

implications for planners

strategy not planning

comms not ads

platforms not campaigns

strategy not planning

insert lustminute / v/o re speed

it’s no longer enough to do the thinking,

it’s now about doing the doing

strategy not planning

comms not ads

intimate user behaviour

strategy not planning

comms not ads

platforms not campaigns

brand execution platform

be emotionally competitive

help blokes get ahead in the mating game

home of more thoughtful giving

solutions for a smarter planet

AXE JOHN LEWIS IBM

space to play business models

product design

adaptive content

promo mechanics

partner ships

s-commerce & more

synchronise business

brand

digital

content

service

SYSTEMS (PLATFORMS) Owned/earned media Systems for utility Engage, amplify Ongoing integration

STORIES (CAMPAIGNS) Paid media Drive awareness Recruit Create moments

Aud

ienc

e

Use

a creative value map

designing services

music is the ultimate driving

stimulant

music tech

cars

start a fire

love, sex, death & strategy