This set of slides was used to illustrate the first session of HYPE, the young planners education programme of APG Belgium. The presentation was held on Tuesday October 18, 2011. This deck contains the slides of Tom Theys' part of the presentation, not the part from Heather LeFevre from Strawberry Frog.

2. © AMC

4. Tom
Theys

5. Now let’s get started.
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6. A definition
WTF is a planner?

10. The strategic leap

11. A definition
WTF is a strategy?

12. Strategy =

13. Hi, I’m the client. Hi, I’m the creative.
I have a problem. I have many
problems.

14. Boy! Do you have a problem…
Hello, I’m the planner!

16. The challenge:
marry them

17. F.U.Q.
FREQUENTLY UNASKED QUESTIONS

18. Frequently unasked questions
 Where does the strategy come from?
 What’s a strategy good for?
 How to check if I’m on the right track?
 What’s good and bad? And in between?
 Why don’t the creatives do what I tell them?
 How can I build up to a solid strategy?

19. A few rules of Tom

20. Find the business challenge
It’s the economy, stupid!
© GETTY IMAGES

21. Step 1
Find the business challenge

22. Link to what’s on in society

23. Step 2
Link to what’s on in society

24. Define the role of your brand

25. Step 3
Define the role of your brand

26. Make it sound fresh and new

27. Step 4
Make it sound fresh and new

28. © PHOTOTFUNIA

30. Honda GRRR
1. Business challenge?
2. In sync with society?
3. Role of the brand?
4. Fresh & new?

32. Best job in the world
1. Business challenge?
2. In sync with society?
3. Role of the brand?
4. Fresh & new?

34. Domino’s
1. Business challenge?
2. In sync with society?
3. Role of the brand?
4. Fresh & new?

35. Heather
time!

37. Ok, but uhm…
HOW
DO I
GET
THERE?

38. 7 tips & tricks
before I retire

39. 1. Find the real problem
Ex: IKEA and Swedish design in UK

41. 3. Find an other market
Ex: Playstation isn’t a game console, it’s home entertainment

42. 4. Find a bigger meaning
Ex: Olive oil isn’t about oil, it’s about a healthy ‘ceasing life’-style
Eurostar isn’t a train, it’s a destination

43. 5. Look for ‘the other side’
Aka: what is surprisingly uncommon?
Ex: Dove – real women, Ebay – unwanted presents, Burger King – delist the Whopper

44. 6. Use a distant parallel
AKA: steal great ideas
« the Rolls Royce of beers », …
Ex: IKEA – shopwalk based on MoMA New York

45. 7. First prove, then promise
AKA: if I can’t see it, it doesn’t exist
Ex: Domino’s Pizza, MELK – Leon case, $73.000 bar tab

48. WTF?
Make a ‘point’ -> strategic recommendation
Present it on December 13
Max 20 minutes
Work and present in team

49. © PHOTOTFUNIA

50. Pick one:
OPTION 1 OPTION 2 OPTION 3
Attract Make Brussels Attract
students to attractive as a wealthier
come to business city families to
study in come and
Brussels live in
Brussels

51. So what to do?

52. Don’t follow this scheme rigourously but
remember to be clear on:
‘Business’ objective:
What do you want to achieve?
Insight / change:
Who’s the target?
What change do you want them to make?
Strategic idea:
What would be the idea to make that change?