This document summarizes the keynote presentation "Planning for the Future of Planning" given by Charlie Quirk. The presentation outlines 7 provocations for how planning needs to evolve for the future: 1) Plan to be useful, 2) Plan to be objective about consumer needs, 3) Plan for reciprocity, 4) View data as an opportunity, 5) Complement communities rather than co-opt them, 6) Plan for cultural disruption, 7) Plan for content to travel well. The document provides background on how consumer attention and media consumption has changed, challenging traditional planning approaches.

1. PLANNING FOR
THE FUTURE OF
PLANNINGMICHIGAN STATE UNIVERSITY, NOVEMBER 9, 2015.
Charlie Quirk, Global Strategy Director @

2. LET’S START FROM THE
VERY BEGINNING…

3. LONDON,
1968

4. The account planner is that
member of the agency's team
who is the expert, at working
with information and getting it
used – not just marketing
research but all the information
available to help solve a
client's advertising problems.
STANLEY POLLITT
STANLEY POLLITT

5. CONSUMER BRAND
CATEGORY
PLANNER
The account planner’s role is to unlock
insight that creates value between the
consumer, the brand and the category
(product or service.)
SOURCE: Wikipedia, Account Planning.
THE ROLE OF PLANNING…

7. LET’S THINK
ABOUT HOW THE
CONSUMER'S LIFE
HAS EVOLVED
SINCE THE BIRTH
OF PLANNING…

8. THEN…

9. NOW…

10. 417
# of minutes of
screen time per day
70%
# of smartphone
owners check their
phones every six minutes
10%
# of smartphone
owners have
checked their phone
during sex
TECHNOLOGY HAS BECOME THE
WEAPON OF MASS DISTRACTION
SOURCES: The Live, Work Play Better report. PSFK Labs, 2015 & Tecmark Study, 2014.
1,500
# of times
average user
checks phone
per week

11. WE ONCE PLANNED
FOR “CAPTIVE”
AUDIENCES…

12. NOW WE PLAN TO
COMPETE WITH THE REST
OF THE INTERNET…

13. IT’S GETTING INCREASINGLY
HARD TO CONTAIN ATTENTION
…

14. A WEALTH OF
INFORMATION
CREATES
A POVERTY OF
ATTENTION
HERBERT SIMON

15. NEARLY 2 IN 3
MILLENNIALS
(AGED 18-34)
USE AD
BLOCKERS.
SOURCE: Fractl & Moz, Inbound vs. Outbound: consumer perspectives on marketing, September 1, 2015.

16. ONLY 1% OF
MILLENNIALS TRUST
ADS
SOURCE: Elte Daily Millennials Consumer Survey, 2015.
http://www.forbes.com/sites/danschawbel/2015/01/20/10-new-findings-about-the-millennial-consumer/

17. AD BLOCKING IS
ESTIMATED TO COST
ADVERTISERS $22
BILLION IN 2015
SOURCE: Adobe & PageFair Ad Blocking Report, 2015.
http://www.forbes.com/sites/danschawbel/2015/01/20/10-new-findings-about-the-millennial-consumer/

18. TIPS FOR THE
FUTURE
18
BUT HOW
ARE MOST
AGENCIES
REACTING?
SOURCE: Gareth Kay, Chapter SF

19. BRAD JAKEMAN, PEPSICO
The agency model that I grew up
with largely has not changed in 25
years. Yet agency CEOs are sitting
there watching retainers disappear
… they are looking at clients being
way more promiscuous with their
agencies than they ever have.

20. SOURCE: Company Reports, Moffett Nathanson estimates and analysis. August, 2015.
THE END OF THE
“TV INDUSTRIAL COMPLEX?”
2.2%
2.7%
2.5%
2.6%
2.2%
1.9% 1.9%
1.6%
1.4%
1.7%
1.8% 1.8% 1.8%
1.5%
1.0%
0.5%
0.3%
0.2%
-0.1%
0.0%
0.2%
0.1% 0.1% 0.1%
0.0%
-0.2% -0.2% -0.2% -0.2%
-0.1%
0.0%
-0.1%
-0.2%
-0.5%
-0.7%
-1.0%
-0.5%
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
PAY TV SUBSCRIBER GROWTH Q4 2006 - PRESENT

21. HOW CAN WE
THINK DIFFERENTLY
ABOUT PLANNING?

22. HOW CAN WE PLAN TO
REACH CONSUMERS
WHO DON’T SEEM TO
WANT TO BE REACHED?

23. 1.
PLAN TO BE USEFUL
23
7 PROVOCATIONS FOR
PLANNING’S FUTURE

24. 1.
PLAN TO BE USEFUL

25. SAFER CARS ! SAFER TRANSPORTATION

26. HELPFUL TIPS FOR YOUR LIFE

27. BUILD YOUR OWN JET ENGINE

28. 2.
PLAN TO BE
OBJECTIVE (TRULY)
ABOUT WHAT YOUR
CONSUMERS NEED.

29. HONESTLY, YOU DO NOT
WAKE UP IN THE MORNING
AND THINK, “I NEED A NEW
BROWSER TODAY.” YOU WAKE
UP IN THE MORNING AND
WORRY ABOUT GETTING
YOUR KIDS TO SCHOOL AND
PAYING YOUR MORTGAGE.
LORRAINE TWOHILL, GOOGLE

31. GOOGLE’S “INTERNET SAATHI”
31

32. 3.
PLAN FOR
RECIPROCITY

33. GET SOMEONE
TO DO YOU A
FAVOR AND
THEY WILL LIKE
YOU MORE.
- BENJAMIN FRANKLIN

34. GIVE PEOPLE A SENSE OF
OWNERSHIP OF THE BRAND

35. 4.
PLAN TO VIEW DATA
AS AN OPPORTUNITY,
NOT A THREAT.

36. WITHOUT DATA,
YOU’RE JUST
ANOTHER
PERSON WITH
AN OPINION.W. EDWARDS DEMING

39. IBM’S “COGNITIVE COOKING””

41. 5.
PLAN TO
COMPLEMENT
COMMUNITIES;
NOT CO-OPT THEM

42. MARK ZUCKERBERG
YOU DON’T START
COMMUNITIES. COMMUNITIES
ALREADY EXIST… THINK
ABOUT HOW YOU CAN HELP
THAT COMMUNITY DO WHAT
IT WANTS TO DO.
SOURCE: Cited in Faris Yakob’s Paid Attention, 2015

43. 43

46. 6.
PLAN FOR
“CULTURAL
DISRUPTION”

47. CASEY NEISTAT
Advertising is a convoluted,
complicated, somewhat
ridiculous process, where a
tremendous amount of money is
wasted and at the end of the
day you turn out something that
is creativity by committee –
which is mushy, invisible and no
one cares about. That’s how I’d
describe 99% of all advertising.
CASEY NEISTAT

48. Believe that global brands
have the ability to make
greater positive change
than the government.
81%
Source: McCann Worldgroup Study – Truth About Global Brands

49. Believe that global
brands have the power
to make the world better.
85%
Source: McCann Worldgroup Study – Truth About Global Brands

50. Source: CEB 2015 Marcomm Initiative Survey; CEB analysis, 2015.
CULTURAL DISRUPTION PAYS DIVIDENDS
-1% -3%
7%
32%
-20%
-10%
0%
10%
20%
30%
40%
Product-focused Entertaining/ Emotional Affirming Disruptive
Statistically Significant
Not Statistically Significant
CHANGE IN LIKELIHOOD OF A MARCOMM INITIATIVE BEING HIGH-PERFORMING
BY NATURE OF CORE IDEA
Components
• Challenged a cultural norm
• Was surprising/provocative for influencers
• Advanced a societal debate
• Was linked to a key brand differentiator
n = 252 Marcomm Initiatives

53. 7.
PLAN FOR CONTENT
TO TRAVEL WELL

54. My Left Foot In the Name of the Father Gangs of New York There Will Be Blood
HAVING A VIRAL STRATEGY IS AKIN TO HAVING AN
OSCAR STRATEGY. YOU CAN CREATE BETTER CHANCES,
BUT YOU CANNOT GUARANTEE IT.
FARIS YAKOB, PAID ATTENTION
Lincoln

55. TO BRING VALUABLE AND ENTERTAINING CONTENT TO OTHERS
94% carefully consider how the information they share will be useful to the recipient
TO DEFINE THEMSELVES TO OTHERS
68% share to give people a better sense of who they are and what they care about
TO GROW AND NUTURE RELATIONSHIPS
73% share information because it helps them connect with others who share their interests
SELF FULFILLMENT
69% share information because it allows them to feel more involved in the world
TO GET THE WORD OUT ABOUT CAUSES THEY CARE ABOUT
84% share because it is a way to support causes or issues they care about
WHAT MAKES PEOPLE SHARE CONTENT?
Source: NY Times, 2011.

56. 56
DOVE “REAL BEAUTY SKETCHES”

58. 1. PLAN TO BE USEFUL
2. PLAN TO BE OBJECTIVE ABOUT WHAT YOUR CONSUMERS NEED
3. PLAN FOR RECIPROCITY
4. PLAN TO VIEW DATA AS AN OPPORTUNITY; NOT A THREAT
5. PLAN TO COMPLEMENT COMMUNITIES; NOT CO-OPT THEM
6. PLAN FOR CULTURAL DISRUPTION
7. PLAN FOR CONTENT TO TRAVEL WELL
RECAP: PLANNING’S MAGNIFICENT 7

59. OTHER WORDS
OF ADVICE

60. STAY
HUNGRY,
STAY
FOOLISH- STEVE JOBS
STEVE JOBS

61. ELEANOR ROOSEVELT
AT A CHILD’S BIRTH,
IF A MOTHER COULD
ASK A FAIRY
GODMOTHER TO
ENDOW IT WITH THE
MOST USEFUL GIFT,
THAT GIFT WOULD
BE CURIOSITY.

62. A DESK IS A
DANGEROUS
PLACE FROM
WHICH TO VIEW
THE WORLD.JOHN LE CARRE

63. ELLEN DEGENERES
THERE’S NO ONE WAY
TO DANCE. AND
THAT’S KIND OF MY
PHILOSOPHY ABOUT
EVERYTHING.

64. 64
CHUCK CLOSE
INSPIRATION IS
FOR AMATEURS.
THE REST OF US
JUST SHOW UP
AND GET TO
WORK.

65. CUTTING ROOM
FLOOR
COMMONWEALTH//MCCANN
65