the best job in the world

THE BEST JOB IN THE WORLD

Friday, March 4, 2011

ACCOUNT PLANNING

Psychology + Journalism + Art + Sociology

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ROUTE

Strategy’s place in the world

History lesson

Me

What’s great about the job?

BSSP- Cases

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DEFINITION OF STRATEGY

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“A careful plan or method...”


STRATEGY IS ALL AROUND US

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Winners Bask in the Glory

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Cricket- England win ashes this year- bask in the glory...

Strategy = Victory

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Relationships, motivation and insight.David Saaker "We put some plans in place, myself and the bowlers, and they executed the plans really well. At the end of the day, coaches are only as good as their players most of the time it is about building a really good relationship with the five or six I have in the group and tactically taking the opposition apart."All I try and do is stimulate their brains so they really think about who they are actually playing against.

Strategy = Saving

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Data smarts. Consultant saved match company money- solution- strike on one side

Strategy = Correct Predictions

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Shell scenario planned their way around the oil crisis in the early 70s...This group still exists at Shell today and the process can also be found at think tank GBN- global business network

Strategy = Anticipate Next

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Netflix going beyond the envelope...people as a strategic assett. Reed Hastings look for his presentations on internal culture

Strategy = Anticipate Next

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Blockbuster sold yesterday for $290 million- netflix market capitalization is over $10 billion

Strategy = Understanding

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Scott Atran psychology and anthropology...ronaldoinho, terminator, bin laden- moroccoobama- arrives....

Strategy = Understanding

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“Tipping Point”

“10,000 hours”


Makes the complex understandableStorytelling- based on analysis and synthesis..

Act first, think later........

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The Father of Account Planning

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ACCOUNT PLANNING = BETTER ADVERTISING

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Pollit and King at JWT...Pollitt all about ads - King about the brand

CHANGE

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CHANGE

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HE DIDN’T TRUST.......

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Did what he/she wanted to do- what was best creatively

HE DIDN’T TRUST.....

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Servant of the creatives or the client- not objective

HE DIDN’T TRUST.......

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Lots of scientific testing- BMP model- account planners go out and do the research with consumers in their homes about the work- set up objectives and goals with their client service execs

NOW:

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An accepted discipline worldwide

Clients demanding it

Thousands of planners

Beyond advertising- media/Hollywood

Skills highly relevant across different fields


ME

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First Job- Out of Home Media

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Second Job- Predict the Future

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Breakthrough

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Experience Includes:

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WHAT MAKES THE JOB SO GREAT?

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Never a Dull Moment

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Always working on something new- where are we? where do we want to be? how are we going to get there? The planning cycle....

Find and Tell Stories

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Getting your ideas across to inspire others- finding interesting ways to do this. Making films- creating presentations, telling human stories- create experiences so others can see

Have a Point of View

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Doing it with a POV. The imperative is that you must have a thought yourself. An idea that you have to champion others on. Born out of your understanding and brought to life in a way that can help inspire great work

Work with Artists

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Work with people who do amazing stuff outside work- photographers, artists, screenwriters- culture....Always remember you aren’t the artist, they are

Work in Teams

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Work with others collectively collaboratively- be a facilitator-bring the best out of others...

Work in Teams

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this can be challenging....

People Overload

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Glue in the agency- outside bringing insights in from the outside and talking to people inside...Never at your desk..always in informal meetings, conversations- or out in the field learning about people.Cry...Focus groups...In-home...Notre Dame...

LEARN INVALUABLE SKILLS

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A strategists skill has broad applications

Get to Make Stuff

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Influx products -blog/conferences/white papers/consulting

Be Transformative

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Be Transformative

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Be Transformative

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WHAT YOU CAN DO?

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MAKE THE WORLD BETTER

“One of the reasons, I believe, is that humanitarians are abjectly ineffective at selling their causes. Any brand of toothpaste is peddled with far more sophistication than the life-saving work of aid groups. Do-gooders also have a penchant for exaggeration, so that the public often has more trust in the effectiveness of toothpaste than of humanitarian aid.”

Nicholas Kristof- NYT-July 8th, 2009

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Project some of you worked on - PLANNING FOR GOOD MODEL-


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Charity Water- No 1 hire was a designer


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Charity Water- No 1 hire was a designer


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Alex Bogusky’s Virgin brand for the C21st

FIND, CREATE AND BUILD

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THIS GUY USED TO BE A PLANNER

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STRATEGIC IDEA- WHY?

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why is this packaging so boring- if you made it nicer and safer and do it in a way that fitted in with people’s lives- maybe they would have a different attitude


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Innocent ad guys and consultants made smoothies one weekend - do you like them votes would give up their jobs and start a company...


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University of Colorado


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Twitter came out of a brainstorming effort to re-invent a podcasting company..SMS for groups..

WHAT ABOUT COMMUNICATIONS?

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OPPORTUNITIES IN COMPLEXITY

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So much more complexity- so much more fragmentation- opportunity to bring strategy across the communications arc and into specialist areas

The Creative Hydra

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Team up with a digital team

http://www.quora.com/Xianhang-Zhang

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THE WORLD OF UX




UX- A WORLD OF MULTIPLE POSSIBILITIES

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Be the interaction designer- think about possibilities

STRATEGY AT BSSP

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Our Glorious Founders


BSSP

18 years-old

Founders ex-Goodby

170 people

Sausalito, LA, NYC

Multi-disciplinary

Named Adweek’s Small Agency of the Decade in 2010

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CLIENT LIST

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Consumer

Want to expressthemselves

CultureBrandHistory of grassroots

tribesNewly accessible

technology

Converse

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CONVERSE: BRAND DEMOCRACY

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Consumer

Want to save the planeton their terms

CultureBrand

Challenges conventionThe environment is the leading concern/issue

for the future

MINI

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ConsumerHunts for deals and brags

about them

CultureBrandNot about travel,

all about saving money

Priceline

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Mindless spending can’tcontinue forever


QUESTIONS?

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HTTP://WWW.INFLUXINSIGHTS.COM@COTTON

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http://www.influxinsights.com

http://www.influxinsights.com

APPENDIX

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ConsumerLooking to connect to

car brands with personality

CultureBrandFeisty challenger

Reality shows dominate, winners, losers, characters

plot lines

MINI

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Consumer

Want to save the planeton their terms

CultureBrand

Challenges conventionThe environment is the leading concern/issue

for the future

MINI

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ConsumerLooking for something

that works

CultureBrandThe biggest brand in the

outdoors Elitist attitude dominates

Columbia Sportswear

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ConsumerWants to dresslike a woman

CultureBrandThe Gap’s fashion

boutiqueCasual clothing

rules

Piperlime

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ConsumerWants to belong to something bigger

- strength in numbers

CultureBrand

Feisty challenger Interactive advertising

MINI

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COLUMBIA: PIONEERS OF THE GREAT OUTDOORS


the best job in the world

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