A crash course on Advertising and Strategy shared with IACT. Uncovering the Issues that matter, discovering the Insights that make a difference and developing them into Ideas that that stand out.

1. The Ad Strat
Crash Course

2. What is
advertising

3. It is not
rocket
science

4. It is not
fine art

5. It is not
what you
see on TV

6. Advertiser

7. It is about…
Issues
What really
matters?

8. It is about…
Issues Insights
What really Why it really
matters? matters?

9. It is about…
Issues Insights Ideas
What really Why it really How do we
matters matters? make it
matter?

10. Issues

11. What is
strategy

12. “The essence of strategy is
choosing to perform activities
differently than rivals do”
- Michael Porter

13. There is no shortage of
great strategy tools….

14. … but the tools are not the
strategy.

15. Destination Purpose
Where do we want to go?
The Direction Path
Basic How do we get there?
Elements of
Strategy Differentiation Position
What is unique about this?
Decision Priorities
What next? Programs
Plans

16. But before all of that
comes
Strategic
Perspective

17. Are we seeing the big picture?

18. Strategic The Strategic MindField
Perspective
Ultimately, you choose the Past NOW The Future
tools which will be best
for the challenge at hand.
Context
This is a simplified map
of the big picture to work
with those other tools.
ME
The Strategic Mindfield is
a gentle reminder &
Control
trigger for asking the
questions that really
matter.

19. We see the world not as it is
but as we are…

21. We are often trapped by the
tyranny of now
NOW
but urgent ≠ important…

22. The big picture includes the
dimension of time
Past NOW The Future
Appreciate and … to build a better
understand what bridge to where
got us here… you want to go

24. We are often too caught
ME up with ourselves
but we ≠ world…

25. Context Context really matters
It is easy to miss out on the larger forces
and circumstances that impact us…
The Universe
Politics, Economics, Society, Technology
Environment &Culture
ME Consumers & Markets
Direct & Indirect Competition/ Influencers
Your Client (as an organization & eco-system)
Your Client (as individuals)
Your Company (as an organization & eco-system)
Your Company (as individuals)
Your Team (as a group & individuals)
Control And it goes on…

26. Context Amplify the impact of what you
Control
Realizing how what you control impacts
outwards, you expand your influence…
Your Team (as a group & individuals)
Your Company (as individuals)
ME Your Company (as an organization & eco-system)
Your Client (as individuals)
Your Client (as an organization & eco-system)
Direct & Indirect Competition/ Influencers
Consumers & Markets
Environment &Culture
Politics, Economics, Society, Technology
Control And it goes on…

27. What are
some
questions
that really
matter

28. What
business
are we Past NOW The Future
really in? Context
Looking at
issues in the ME
here & now…
Control

29. Starbucks is not actually
in the coffee business

30. Starbucks is in the
Third Space Business

31. Pathways is a foundation that
helps underprivileged
students transition into
university.
They thought they were in
the business of helping
people graduate…

32. Pathways realized that
they are actually in the
business of creating the
next generation of
leaders.
If you want to help make a difference…
www.pathwaysphilippines.org

33. What business do you
think you are in?

34. We are in the business of
Persuasion

35. What is
really Past NOW The Future
going on?
Context
Discovering the
ME
variables that
really matter…
Control

36. The Broken Window Theory was
popularized as the basis for the end of
New York City’s crime wave…

37. Deeper analysis revealed that the real
driver was Roe vs. Wade. Less unwanted
babies= less future criminals.

38. Insights

39. How do I get
an insight

41. Sometimes you find yourself staring at a blank page…

42. But nature abhors a vacuum and smart people, such as yourself
hate not having any answers, so….
how about this or that or he said
we could try optimized high impact ad
Sometimes you have too
go viral culture next big thing Socia
much information
& she said client likes creative hate
competitive edge the population o
salesithinkmaybeiloveherdata indicate
amncigaretteconsumer blue ocean sout
nextmeetinghot button360 integratedlike
awardsustainableimpacttouchpoint manage
uccessmetricscommunitynextbeachtripBoraca
keholdersmeaningoflifegeniusdamnfungryno
Aaaaaarrrrrggggggghhhhhh!!!

43. Take a step back
& distill your
thoughts
Focus on what
really matters

44. Art Science
The The
Insight Number
that really that makes you
matters stop& think

45. Art Science
The The
Insight Number
that really that makes you
matters stop& think

46. Art Science
The The
Insight Number
that really that makes you
matters stop& think

47. Insight
Understanding
Knowledge
Organization
Information
Analysis
Data

48. Seeing and
understanding
the inner nature
of things clearly…

49. Capture relevant data ...
Cluster data to information...
Connect info into knowledge…
Craft initial insights…
… Insight that matters

50. Observations
answer what…
Insights
answer WHY…
… Insight that matters

51. You may never really know
why, but you always have to
keep trying….

52. Explore different insight platforms
Consumer Competitive
RELEVANCE Insight Insight
DIFFERENTIATION
Strategic
Idea
Client Context
SUSTAINABILITY Insight Insight
OPPORTUNITY

53. Does it answer why?
Does it reveal a
Insight compelling truth?
Checklist
Do you have full
perspective?
Does it inspire
possibilities?

54. Ideas

55. How do I
build a
great idea

56. More young women … because they
Consumer
are smoking than worry more about Consumer
Consumer
Observation ever before despite looking good than Insight
Insight
known health risks dying early
Strategic Develop anti-smoking campaigns that appeal to
Idea women’s vanity

57. Airlines are pushing … because higher
Category Competitive
Consumer
Observation
free seat promos for flight yields secure Insight
Insight
individual travelers their profitability
Strategic ‘Buy 3, 1 Free’ bundles on full-fare tickets to
Idea nurture retention and encourage group travel

58. EA Sports is a … because EA isn’t
Client Client
Consumer
Observation
leader in sports about gaming, it’s Insight
Insight
video gaming about ‘winning’
Strategic Don’t just put the player ‘in the game’
Idea put them in the middle of ‘the win’
Source: Heat Interactive

59. Youths (18 to 24) … because they want
Context are 2x more likely to more than to be Context
Consumer
Observation watch movies than entertained; they Insight
Insight
anyone else want to be together
Strategic Transform cinema into a more intimate and social
Idea experience, by putting it under the stars
Images of Rooftop Films Events: Sarah Palmer (L), Andrew Frisicano (R)

60. Does it do the job?
Idea Does it stand out?
Checklist
Does it stretch?
How can we make
it even better?

61. What does
success Past NOW The Future
look like?
Context
Understanding
where you are,
being clear about ME
where you want to
be and how to get Control
there…

62. Start with Why…

63. The Golden Circle
1. Why?
What belief do you have and that consumers
believe about themselves that will make them
choose you?
“ We believe that you are … and that …. ”
Why
2. How?
How can you make these possibilities real?
How “So we…”.
What 3. What?
What do you have to offer to fulfill this promise?
The Golden Circle is a communications 1. Our Products
model that is aligned with how we 2. Our Services
arrive at our choices at a subliminal 3. Our Experiences
and neurological level.

64. 17th Floor, Menara IGB,
Mid Valley City,
Lingkaran Syed Putra
59200 Kuala Lumpur
Malaysia
Joseph.deLeon@draftfcb.com
www.draftfcb.com
www.draftfcb.com.my
thank you http://tinyurl.com/StratCrash