This document discusses the evolving role of account planning. It notes that planning now involves more than just communications and advertising, and encompasses creative marketing, modern branding strategies, and purpose-driven strategies. Planning must understand categories, consumers, culture and technology in a complex, digital world. The role requires conceptual thinking as well as tactical skills to develop ideas, solutions, and stories that make people want things and improve lives.

1. #AugmentedPlanning
by @mirandaluis 6/14/2013

2. I’m a thief
disclaimer:

3. among others like Martin Weigel, Adrian Ho, Mark Pollard, Paul Isakson,….….

4. mission
WTF
is account planning
about nowadays?

5. In baiting a trap with cheese,"
always leave room for the mouse”"
Jon Steel / Truth, Lies and Advertising
Jon
Steel
---
Truth,
lies
&
adver5sing

6. from information to inspiration
to help making better ads
classic account planning

7. information
insight
evaluation
inspiration
ref: Mark Pollard

8. Effective inspiration

9. My journey

10. INSIGHT
SWEET SPOT
2002
2004
2006

11. ref: J.Walter Thompson Madrid 2002
DIFFERENTIAL
BRAND/PRODUCT OFFER
CONSUMER INSIGHT
SWEET SPOT

12. CLIENT
Insight
CONSUMER
Insight
COMPETITION
Insight
ref: FCB/TAPSA Madrid 2004

14. CONTAGIOUS IDEAS
CONVERSATION
CO-CREATION
SEEDING
2008
PUBLICIS
SINGAPORE

15. ref: Publicis Singapore 2008

16. LISTENING/MONITORING
ENGAGEMENT
INFLUENCE
REALTIME
2009

18. CATEGORY
CONSUMER
BRAND / PRODUCT
CULTURE
Human needs
Business offer
SWEET SPOT
TECHNOLOGY
MEDIA
#COMPLEXITY IS IN THE AIR
ref: A try to define a today’s conceptualization framework

19. SIZING THE OPPORTUNITY
HISPANIC INSIGHT
BICULTURAL
TOTAL MARKET
2012

20. but Planning is driven by Culture & People
so no matter if you are in a
Hispanic, Digital or whatever type of agency,
Planning is Planning*
(*or an evolved version)

21. Although there are some tensions …

22. #tension1

23. conceptual
big idea
thinker
idea oriented
vs
tactical
little ideas
doer
media oriented
#tension2

24. ref: Planningness 2012
#tension3

25. Trying to figure out
what people think
Listening what they say
and observe what they do
(almost in real time)
Playing with a significant change in the research paradigm
is back
#tension4

26. #tension3
#tension3
looks like a big leap

27. phygital strategic mindset

28. “this is not about digital planning,
but planning for a digital world”

29. Henry Jenkins “Convergence Culture”

31. #tension3
#tension3

32. are we still in the advertising business ?
ref: Big Spaceship

33. from information to inspiration
to help making better ads
ideas and solutions

34. it’s also about
creative marketing
The essence is the same, but nowadays planning
is much more than just communications

35. Advertising limits the power of strategy”"
Adrian Ho, Zeus Jones
Jon
Steel
---
Truth,
lies
&
adver5sing

36. CREATIVE MARKETING
account planning
becomes more than just communications…
MODERN"
BRANDING
MODERN
BUSINESS STRATEGIES

37. Modern Branding

38. A (modern) brand is simply the sum of
great ideas used to build that brand ”"
John Grant
Jon
Steel
---
Truth,
lies
&
adver5sing

39. Attention not only had to be earned
also rewarded…

40. …Making people’s lives better
a.k.a “create value for them”

41. BranDOing"
Do > Say"
"
"

43. ref: John Willshire

44. IMPROVING HOW TO

45. MAKE PEOPLE WANT THINGS "
SOME CURRENT RELEVANT PILLARS TO
DIVE IN
POINT OF VIEW
COMMITMENT
DEMONSTRATE
PURPOSE
AS STRATEGY

46. PURPOSE AS STRATEGY
ref: David Aaker http://www.prophet.com/blog/aakeronbrands/139-higher-purpose-branding

47. THE GOAL IS NOT IDENTIFY PEOPLE WHO NEEDS YOUR PRODUCT
BUT PEOPLE WHO BELIEVE WHAT YOU BELIEVE

48. MAKE PEOPLE WANT THINGS "
SOME CURRENT RELEVANT PILLARS TO
DIVE IN
GENEROSITY
OVERCOME EXPECTATIONS
SURPRISE
EMOTIONAL REWARD
PURPOSE
AS STRATEGY
POINT OF VIEW
COMMITMENT
DEMONSTRATE
GOODNESS
AS STRATEGY

50. “Goodness” not necessarily means for a social cause
but (the democratization of) doing nice things

51. EXAMPLES
GOODNESS AS STRATEGY?
TACTIC
(a.k.a Happy Tactics)

52. in fact
this is not only about doing nice things
but
telling stories about doing nice things
ref: Andy Whitlock

53. MAKE PEOPLE WANT THINGS "
SOME CURRENT RELEVANT PILLARS TO
DIVE IN
GENEROSITY
ADAPTATIVE
AGILE
REAL TIME
SMALL BETS
SCALE FAST
GOODNESS
AS STRATEGY
PURPOSE
AS STRATEGY
PRODUCTION
AS STRATEGY
OVERCOME EXPECTATIONS
SURPRISE
EMOTIONAL REWARD
POINT OF VIEW
COMMITMENT
DEMONSTRATE

54. EXAMPLE
PRODUCTION AS STRATEGY
ref: Zeus Jones and Edelman Digital

55. EXAMPLE
PRODUCTION AS TACTIC

56. ( product development / service design )

57. ref: “Bedknobs_and_Broomsticks” http://en.wikipedia.org/wiki/Bedknobs_and_Broomsticks

58. A world of Magic
Magic in the World
ref: “Bedknobs_and_Broomsticks” http://en.wikipedia.org/wiki/Bedknobs_and_Broomsticks

59. Tales
Spells
ref: “Bedknobs_and_Broomsticks” http://en.wikipedia.org/wiki/Bedknobs_and_Broomsticks

60. Storytelling
Software
ref: “Bedknobs_and_Broomsticks” http://en.wikipedia.org/wiki/Bedknobs_and_Broomsticks
living / crossing / jumping out screens
experiences & interactions

61. Magic in the world

63. A PHYGITAL SOLUTION IS MORE LIKELY TO
BE SIMULTANEOUSLY…"
"
A BUSINESS SOLUTION"
+"
AN USER SOLUTION

64. #anewromance

65. #anewromance
atoms
data

66. metaproduct
Ref: Meta Products: Meaningful design for our connected world

67. connected systems

68. #InternetofTHINGS

69. ref: Russell Davies – Berg – Good Night Lamp
#InternetofMIDDLECLASSThings

70. #InternetofMYThings
WEARABLE, BUT PART OF A BIGGER BUSINESS STRATEGY

71. Interesting concept:
BRAND AS WEAREABLE
NOT JUST ABOUT CONSTANTLY WEARING IT
BUT EARNING A CONSTANT PLACE IN YOUR LIFE

72. #NextStepsBrandUtility

73. #servicedesign

74. #coUtility democratization

75. coUtility is not a new concept

76. but we will see it more often
(the rise of open APIs not only from native digital brands & big brands)

77. #coUtility
+

78. #coUtility

79. #automation as new brand landscape

80. IFTTT.COM
#automation

81. #automation

82. Modern Business Strategy

83. MODERN BUSINESS STRATEGY
SOCIAL
BUSINESS DESIGN
ADAPTATIVE
BUSINESS MODEL
ECOSYSTEMS
OF VALUE

84. #SocialBusinessDesign
Ref: Dachis Group

85. #BusinessModels

86. #BusinessModels
Your business model is not STATIC anymore
It will have to evolve FASTER

87. reinventing
#BusinessModels

88. amplifiying
#BusinessModels

89. disrupting
#BusinessModels

90. 90

91. ref: Gareth Kay
#EcosystemsOfValue

92. observations

93. MORE PLANNERS INSPIRING ALSO "
CREATIVE (BUSINESS & PRODUCT) SOLUTIONS
MORE BRANDS EMBRACING BEHAVIORS & PRINCIPLES OF
…START UPS, API’S , WEAREABLES
2
1

94. adaptative planning
ref: Gareth Kay
THE PRESENT OF PLANNING
THE PAST OF PLANNING

95. Share of Voice
Share of Culture

96. the future of planning?

97. keep planning the future

98. Forward thinking mother fuckers
That’s because today I love this job description for a planner:
best job description for a planner
ref: Richard Huntington

99. The HOW

100. thanks
@mirandaluis