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HOW TO RETHINK MEDIA


              Saneel Radia
          Director of Innovation
             BBH, BBH Labs



     @bbhnewyork, @bbhlabs, @saneel
HOW TO RETHINK MEDIA?


              Saneel Radia
          Director of Innovation
             BBH, BBH Labs



     @bbhnewyork, @bbhlabs, @saneel
MEDIA IS FRAGMENTED
MEDIA IS FRAGMENTED
MEDIA IS FRAGMENTED

     yada, yada
Rethinking Media: A Planningness 2010 Presentation
BRANDS MUST PLAY IN OTHER’S BACKYARDS
CONTEXT IS MORE INTEGRAL THAN EVER
       TO CREATIVE THINKING
CONTEXT IS MORE INTEGRAL THAN EVER
       TO CREATIVE THINKING
CONTEXT IS MORE INTEGRAL THAN EVER
       TO CREATIVE THINKING
BUT WE’VE CONFUSED SYNCHRONIZATION
          WITH INTEGRATION

       and the output shows it
Rethinking Media: A Planningness 2010 Presentation
Rethinking Media: A Planningness 2010 Presentation
Rethinking Media: A Planningness 2010 Presentation
WE ASK A LOT OF MEDIA PEOPLE

     MEDIA     planning where and when to align
   PLANNING/    desired consumer behavior with
     BUYING            relevant channels




                 architecting experiences at the
  ENGAGEMENT   intersection of consumer behavior
   PLANNING
                        + brand essence




                 tactile creative outputs using
    MEDIA              media as a canvas
    DESIGN
                        (vs. a container)
AND NOW I’M GOING TO ASK IT OF PLANNERS

             (pretty please)
HOW CAN YOU HELP US USE MEDIA AS
      A CANVAS FOR CREATIVE IDEAS?

media is a tool, as valuable as words or images
Rethinking Media: A Planningness 2010 Presentation
HOW CAN YOU HELP KILL THE MANDATE
  FOR ‘MEDIA AGNOSTIC’ THINKING?

   let’s architect ideas with media
Rethinking Media: A Planningness 2010 Presentation
HOW CAN WE BE SURE WE’RE USING THE
  YOUTUBE RULE TO OUR ADVANTAGE?

  we must craft media-scalable ideas
Rethinking Media: A Planningness 2010 Presentation
HOW CAN YOU HELP US BUILD A MASTERPIECE,
        NOT TRY TO REVEAL ONE?

  ssshh, we know big ideas come from briefs
PRODUCT LAUNCH


           =   AUDIENCE
               FEEDBACK
           =   TRADITIONAL
           =   COLLABORATIVE
AUDIENCE




                                           POST
                               TIME ($)   LAUNCH
WE’RE TRAPED INSIDE A MAZE OF “CAMPAIGN-ABILTY”



                 CAMPAIGN IDEA




     EXECUTION     EXECUTION      EXECUTION




                     TIME
THE MEDIA LANDSCAPE NOW ALLOWS US
     TO ACT MORE DYNAMICALLY

                     BRAND BEHAVIOR
                   MARKETING OBJECTIVE
                   ENGAGEMENT STRATEGY



                                         T = TACTIC


    T

           T


PLATFORM
  IDEA

               T


PLATFORM
  IDEA     T




                         TIME
THE MEDIA LANDSCAPE NOW ALLOWS US
     TO ACT MORE DYNAMICALLY

                            BRAND BEHAVIOR
                       MARKETING OBJECTIVE
                       ENGAGEMENT STRATEGY



                                             T = TACTIC
                   T
                              T
    T                   T

           T


PLATFORM
  IDEA

                                  T
               T


PLATFORM
  IDEA     T                          T




                                  TIME
THE MEDIA LANDSCAPE NOW ALLOWS US
     TO ACT MORE DYNAMICALLY

                            BRAND BEHAVIOR
                       MARKETING OBJECTIVE
                       ENGAGEMENT STRATEGY



                                              PLATFORM                   T = TACTIC
                   T                                         T
                                                IDEA
                              T
    T                   T

           T                              T              T


PLATFORM
  IDEA                                                               T


                                  T                              T
               T


PLATFORM
  IDEA     T                          T                  T




                                  TIME
THE MEDIA LANDSCAPE NOW ALLOWS US
     TO ACT MORE DYNAMICALLY

                            BRAND BEHAVIOR
                       MARKETING OBJECTIVE
                       ENGAGEMENT STRATEGY



                                              PLATFORM                                   T = TACTIC
                   T                                         T
                                                IDEA
                              T
    T                   T

           T                              T              T                       T
                                                                         T
                                                                                     T
PLATFORM
  IDEA                                                               T
                                                                             T
                                                                                     T
                                  T                              T
               T


PLATFORM
  IDEA     T                          T                  T




                                  TIME
OOPS

(let me get back to you)
HOW CAN WE EFFECTIVELY USE
          MEDIA AS A CULTURAL LENS?

don’t worry, you can keep your quant & qual budget
Rethinking Media: A Planningness 2010 Presentation
HOW CAN YOU HELP US BE
             SOCIAL MEDIA SEPARATISTS?

we must understand the impact of the channel on content
Rethinking Media: A Planningness 2010 Presentation
Rethinking Media: A Planningness 2010 Presentation
Rethinking Media: A Planningness 2010 Presentation
Rethinking Media: A Planningness 2010 Presentation
WORK SESSION-NESS
CHOOSE YOUR OWN ADVENTURE

                  evolve the creative brief to
  PRODUCTIVE     help use media as a canvas
                   rather than a container




               take a ‘media agnostic’ campaign
     LESS         & concept terrible media tactics
  PRODUCTIVE
                     to show them who’s boss




               mingle amongst yourselves and
    SCREW        discuss how utterly boring this
     YOU
                       presentation was
CONGRATULATIONS ON CHOOSING PRODUCTIVE

The Challenge

 How can you help us use media as a canvas?
 How can you help us architect ideas with media?
 How can you help us craft media-scalable ideas?
 How can you help us build not reveal masterpieces?
 How can we use media as a cultural lens?
 How can we understand the impact of the channel on
 the content?
CONGRATULATIONS ON CHOOSING LESS PRODUCTIVE


Media Agnostic My Ass

   Dove Real Beauty
   Mastercard Priceless
   Axe Effect*
   Sprint Now Network




*I’m biased
CONGRATULATIONS ON CHOOSING SCREW YOU


The Lowlights
 When I showed too much BBH work
 How much I said “uuuhhhh”
 Assuming you could read red on black
 The night club called; they want my shirt back
THANKS


         Saneel Radia
     Director of Innovation
        BBH, BBH Labs



@bbhnewyork, @bbhlabs, @saneel

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Rethinking Media: A Planningness 2010 Presentation

  • 1. HOW TO RETHINK MEDIA Saneel Radia Director of Innovation BBH, BBH Labs @bbhnewyork, @bbhlabs, @saneel
  • 2. HOW TO RETHINK MEDIA? Saneel Radia Director of Innovation BBH, BBH Labs @bbhnewyork, @bbhlabs, @saneel
  • 5. MEDIA IS FRAGMENTED yada, yada
  • 7. BRANDS MUST PLAY IN OTHER’S BACKYARDS
  • 8. CONTEXT IS MORE INTEGRAL THAN EVER TO CREATIVE THINKING
  • 9. CONTEXT IS MORE INTEGRAL THAN EVER TO CREATIVE THINKING
  • 10. CONTEXT IS MORE INTEGRAL THAN EVER TO CREATIVE THINKING
  • 11. BUT WE’VE CONFUSED SYNCHRONIZATION WITH INTEGRATION and the output shows it
  • 15. WE ASK A LOT OF MEDIA PEOPLE MEDIA planning where and when to align PLANNING/ desired consumer behavior with BUYING relevant channels architecting experiences at the ENGAGEMENT intersection of consumer behavior PLANNING + brand essence tactile creative outputs using MEDIA media as a canvas DESIGN (vs. a container)
  • 16. AND NOW I’M GOING TO ASK IT OF PLANNERS (pretty please)
  • 17. HOW CAN YOU HELP US USE MEDIA AS A CANVAS FOR CREATIVE IDEAS? media is a tool, as valuable as words or images
  • 19. HOW CAN YOU HELP KILL THE MANDATE FOR ‘MEDIA AGNOSTIC’ THINKING? let’s architect ideas with media
  • 21. HOW CAN WE BE SURE WE’RE USING THE YOUTUBE RULE TO OUR ADVANTAGE? we must craft media-scalable ideas
  • 23. HOW CAN YOU HELP US BUILD A MASTERPIECE, NOT TRY TO REVEAL ONE? ssshh, we know big ideas come from briefs
  • 24. PRODUCT LAUNCH = AUDIENCE FEEDBACK = TRADITIONAL = COLLABORATIVE AUDIENCE POST TIME ($) LAUNCH
  • 25. WE’RE TRAPED INSIDE A MAZE OF “CAMPAIGN-ABILTY” CAMPAIGN IDEA EXECUTION EXECUTION EXECUTION TIME
  • 26. THE MEDIA LANDSCAPE NOW ALLOWS US TO ACT MORE DYNAMICALLY BRAND BEHAVIOR MARKETING OBJECTIVE ENGAGEMENT STRATEGY T = TACTIC T T PLATFORM IDEA T PLATFORM IDEA T TIME
  • 27. THE MEDIA LANDSCAPE NOW ALLOWS US TO ACT MORE DYNAMICALLY BRAND BEHAVIOR MARKETING OBJECTIVE ENGAGEMENT STRATEGY T = TACTIC T T T T T PLATFORM IDEA T T PLATFORM IDEA T T TIME
  • 28. THE MEDIA LANDSCAPE NOW ALLOWS US TO ACT MORE DYNAMICALLY BRAND BEHAVIOR MARKETING OBJECTIVE ENGAGEMENT STRATEGY PLATFORM T = TACTIC T T IDEA T T T T T T PLATFORM IDEA T T T T PLATFORM IDEA T T T TIME
  • 29. THE MEDIA LANDSCAPE NOW ALLOWS US TO ACT MORE DYNAMICALLY BRAND BEHAVIOR MARKETING OBJECTIVE ENGAGEMENT STRATEGY PLATFORM T = TACTIC T T IDEA T T T T T T T T T PLATFORM IDEA T T T T T T PLATFORM IDEA T T T TIME
  • 30. OOPS (let me get back to you)
  • 31. HOW CAN WE EFFECTIVELY USE MEDIA AS A CULTURAL LENS? don’t worry, you can keep your quant & qual budget
  • 33. HOW CAN YOU HELP US BE SOCIAL MEDIA SEPARATISTS? we must understand the impact of the channel on content
  • 39. CHOOSE YOUR OWN ADVENTURE evolve the creative brief to PRODUCTIVE help use media as a canvas rather than a container take a ‘media agnostic’ campaign LESS & concept terrible media tactics PRODUCTIVE to show them who’s boss mingle amongst yourselves and SCREW discuss how utterly boring this YOU presentation was
  • 40. CONGRATULATIONS ON CHOOSING PRODUCTIVE The Challenge How can you help us use media as a canvas? How can you help us architect ideas with media? How can you help us craft media-scalable ideas? How can you help us build not reveal masterpieces? How can we use media as a cultural lens? How can we understand the impact of the channel on the content?
  • 41. CONGRATULATIONS ON CHOOSING LESS PRODUCTIVE Media Agnostic My Ass Dove Real Beauty Mastercard Priceless Axe Effect* Sprint Now Network *I’m biased
  • 42. CONGRATULATIONS ON CHOOSING SCREW YOU The Lowlights When I showed too much BBH work How much I said “uuuhhhh” Assuming you could read red on black The night club called; they want my shirt back
  • 43. THANKS Saneel Radia Director of Innovation BBH, BBH Labs @bbhnewyork, @bbhlabs, @saneel