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Semelhante a What tech means for strategists
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What tech means for strategists
- 1. Is tech crowding out big thinking?APG Noisy Thinking Event
- 2. when did planning get so small?
- 3. when did planning get so small? is new tech crowding out big thinking?
- 4. when did planning get so small? is new tech crowding out big thinking?
- 12. a new OS
- 15. {sigh}
- 16. more noise
- 17. hypotheses 1. we should expect to see a decrease in commercial effectiveness 2. we should expect to see a decrease in creative inventiveness
- 19. commercial impact has increased 0.0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 1980-2002 2004-2010 AnnualisedESOVefficiency Source: Binet & Field 2013, IPA dataBANK
- 20. question 2 what happens when digital runs with tv?
- 21. 0.0 0.2 0.4 0.6 0.8 1.0 1.2 1.4 1.6 1998 - 2004 2006 - 2010 AnnualisedESOVefficiency combined TV + Digital campaigns atl/digital impact has increased Source: Binet & Field 2013, IPA dataBANK
- 22. question 3 what about tv in isolation?
- 23. 0.0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1980-2002 2004-2010 AnnualisedESOVefficiency TV cases tv solus impact has increased too Source: Binet & Field 2013, IPA dataBANK
- 24. Channel: Websites Interactive Social/viral Mobile/Apps Search Increase in number of brand effects: 17% 15% -2% -5% -6% digital works in different ways Source: Binet & Field 2013, IPA dataBANK
- 25. is there a decrease in commercial effectiveness?
- 26. is there a decrease in commercial effectiveness?
- 27. has creative work got less ambitious?
- 29. hang on, let’s not forget the ones I’ve forgotten kaiser chiefs the future is mediaval, met police choose a different ending, dove ad makover, british airways #homeadvantage, paddy power, royal borough of greenwich, refuge , doritos etc etc etc etc etc etc etc etc etc etc etc etc etc etc
- 36. is tech thinking small thinking?
- 44. how do ideas create value?
- 45. what do ideas want from us? how do ideas create value?
- 46. we’re in the business of getting people to do stuff start stop continue pay more
- 47. communication noun 1. the imparting or exchanging of information by speaking, writing, or using some other medium. "television is an effective means of communication”
- 50. 140characters SEO googleimages facebook games experiential event/stunt socialreviews adaptivedata longeformcontent popsong programmes documentaries Communal Personal modern stories are remixed
- 51. communication noun 1. the imparting or exchanging of information by speaking, writing, or using some other medium. "television is an effective means of communication” 2. means of sending or receiving information, such as telephone lines or computers. "satellite communications"
- 53. SYSTEMS (PLATFORMS) Owned/earned media Systems for utility Engage, amplify Ongoing integration STORIES (CAMPAIGNS) Paid media Drive awareness Recruit Create moments Audience Use a creative value map
- 54. You've got to create things in such a way that people will feel it in their gut. Because if they don't feel it, nothing will happen. “ “ Bill Bernbach
- 59. thinking too much may be a limitation
- 60. it’s no longer enough to do the thinking, it’s now about doing the doing
- 62. execute A B
- 64. execute PLATFORM CONTEXTS A B CULTURAL CONTEXT
- 68. the same, done differently what are the unmet needs? what are the sources of friction? what are the experiential contexts? where are the network nodes? where is the space & value in the idea? TRANSFORMER
- 69. so, this is it 1. Thinking has got bigger, not smaller 2. Tech has set us free 3. Embrace your inner entrepreneur
- 70. thx
Notas do Editor
- Well hello Fanscinating question: touch on 3 areas Look the question in the eye a bit. Interrogate it until it confesses the truth 2. Ask how do modern ideas create value 3. What do modern ideas want from planners, and what does it mean for everyone in this room
- Well lets look at this thing a bit as theres a lot going on. A lot of innuendo and hidden glances. Its got WEIRD BODY LANGUAGE this question got the whiff of the LATE NIGHT TAXI DRIVER about it accusing, defensive, midly illogical But it demands a reaction, so lets look it in the eye for a bit
- I love the idea of crowding out – like a bouncer on a Friday night bundling out an unwanted reveller “sorry mate, you cant come in techd out like that. It only big thinking allowed here. On your way” As if big thinking only comes in non-tech sized packaging. And tech is somehow dirty, beneath other ideas
- For a moment, lets leave the idea that big thinking is good at the door, as that’s worthy of a whole other debate . Implicitly assumes tech is not big thinking The question assumes a causal relationship: as tech has grown like weeds underfoot, our thinking has got smaller and smaller and is being strangled brief by brief. Until presumably one day it will slip out view entirely It’s an easy assumption to make. Tech doesn’t come in nicely honed endlines that shows how clever it is. It doesn’t showboat in your living room, begging for attention… It just gets on with things.
- Of course, this is absurd and downright dangerous line of thinking on a number of levels
- Let’s start with the obvious Google. A kind of oracle of human nature and intent. A service that’s defined more than any invention since the history of mankind human intelligence – what makes us tick Surely a kind of big thinking, no?
- Can we imagine a world without it ?
- Or can you imagine a world without apple? Without an ecosystem of apps, without the iphone, without tables? A service which has defined the architecture of modern ecosystems Big thinking, surely?
- Or can you imagine a world without apple? Without an ecosystem of apps, without the iphone, without tables? A service which has defined the nature of design experience and architecture of modern systems Big thinking, surely?
- Or a world without new platforms, like facebook, like twitter, like snapchat That define nature of modern communication That have their own behavioural ticks, languages and subcultures (#friendfriday, anyone?) after all, if someone offered YOU £3bn for a service you’d thought of, would you turn them down: no, sorry, the thinking’s not big enough yet….
- Investors seem to think so – after all, if someone offered YOU £3bn for a service you’d thought of, would you turn them down: no, sorry, the thinking’s not big enough yet….
- We’re now well into a post digital era: 5 years since eco-drive Sense that tech different operating model – in terms of output, inputs, thinking Problems clients face are similar, but solutions quite different Ways of working v.different – faster, leaner
- Of course on the surface, it’s hard NOT to think our thinking has got smaller Every hour there’s some shiny new idea in out slipstream that gets industry insiders into a tweetstorm. Nowdays, that’s usually comes in a snack-sized format – a social this, and app that, a MEDIA FIRST!!!! An industry which fetishises the new over the unchanging, these get unprecedented airtime.
- My personal favourite
- So of course it’s easy to lose sight of the big stuff we’re still doing Because the signal to noise ratio has changed So we need to distance ourselves, and stand back a bit to see the real picture
- So let’s try and strip the question to it’s bare essence, and loot at the evidence objectively If we’re to assume planning is about helping come up with ‘big thinking’ and has been even half useful as a catalyst for our ability to create new ideas and produce work with a powerful commercial effect, then surely if tech has crowded out big thinking, then…
- Ask them to answer A WORLD PREMIERE of new findings from adamandeveDDB’s Les Binet & Peter Field from IPAdatabank
- Ask them to answer
- Ask them to answer
- Digital & tech are pretty fat words Unhelpful in isolating the nuances of different roles and behaviours of different channels More work needed here – especially around how to use and evaluate social
- Even a cursory glance at recent APG and Cannes shows living in GOLDEN AGE OF CREATIVITY Meercat a campaign which JL making the nation cry and buy Tourism Iceland promoting a country through personalised messages BHF creating an appointment to view VW Fun Theory using a social experiment to create behavioural change Walkers Crowdsourcing flavours Depaul ihobo using an App to increase donations Sainsburys Creating a 50 minute documentary to sell a supermarket over Xmas
- th
- What about APG Grand Prix winners? Columbian Ministry of Defence’s ‘operation xmas’ Objective: demobilise FARC guerillas Idea: putting xmas lights on trees in main guerilla routes in the jungle that lit up when passed “if xmas can come to the jungle, you can come home. Demobilise. At xmas everything is possible” Why: great understanding of personal & behavioural context 30% uplift in guerrilla demobilisation
- Banco Popular Objective: instill hope in puerto Rico by fighting against welfare dependancy and subsequent reluctance to work Strategy: Instill hope El Gran Combo salsa band to rerecord lyrics to its best known hit , and make it no1 Simultaneous broadcast, Facebook app, blogs, live concert, video documenatries, job fair
- Evidence shows, if anything, that modern strategic thinking is more ambitious than ever
- SLIPPERY QUESTION DIFFERENT KINDS OF TECH THINKING
- Of course, tech comes in different shapes in sizes, but let’s start off with the obvious Fuelband is the current tech poster child, but it shines a light on a the beating heart of the new opportunities for agencies To not just sell but help To use Platforms to create a new distribution channel Not exacltly small (INSERT PROOF/DATA)
- Or the new john lewis campaign #bare and hare Am sure you’ve all seen TV and have a point of view on it
- Not as many of you might have seen the spin offs we’ve done Created an interactive book read by Lauren Laverne>>>taking emotional connections with the story and the brand to far deeper place “Using tech to get people to cry and buy” = Small but powerful
- Tech is also starting to play complementary roles WITHIN campaigns Here’s one I worked on: VW”s new Gold GTI campaign Here we used a blended approach of comms + tech Film was used to reaffirm GTI;s pioneering originality via a story (play ‘My Way’ film)
- “Using tech to add a new dimension to the user experience” Experiential enhancement of a product Born from truth that music enhances our driving experience, takes it to another emotional level We’ve that that to it’s natural conclusions to take one of best drivers car experience in GTI and pimp it to make it even more powerful Working with Underworld, we’ve designed a unique experience which adapts to the way you drive. Small but powerful.
- Conclusion: little evidence planning thinking has “got small”, but has been adapting/flexing in new ways strategic ingenuity doesn't respect channels or discipline /// now bigger & more exciting than ever Modern thinking and ideas are made of technology. Not oil and water, but similar elements
- With a networked economy driven by internet of things, all this raises a fundamental question What is the nature of ideas + what does it mean for planning and for planners? Want to answer two questions
- Start Pay more
- We’re not (yet) in the business of logistics or M&A’s or organisational operating models Our medium of choice is the world of communications, of expression and interaction But the word communications exposes the divide that exists at the heart of this debate On the one hand…
- It’s about creating stories Our classical model defining “the what” – fixate on the messaging and the response How does that work?
- Campaigns create a wave of new energy As work from Binet, Ehrenberg and Byron Sharp shown, that creates business growth through attracting new users into a brand But it’s a relatively quick hit that subsides unless you keep topping it up
- Of course, modern comms are now not just told but RETOLD and REMIXED Through the medium of 140 characters, and SEO Opportunity here is to LEAVE SPACE IN THE IDEA for others
- The what: Nature of distribution More disruptive>>> opportunity is to change the business model itself
- Platform tech such as games, apps and user platforms seems to work in a slightly different way their real value lies in opening up a new paths to purchase, and in reinforcing usage and SUSTAINING energy
- If that’s true, then it helps us start to define where the value in the new idea economy lies And the different ways planning can add value Campaigns may INCLUDE tech, but they operate in a different way to tech-based platforms So we need to design campaigns that BLEND platforms and campaigns, that joins up new business channels with brand strategy and unifies story content with user needs to release new energy
- WHAT DO IDEAS WANT FROM PLANNERS? Id argue we need to do what have ALWAYS done at our best By empathising with people, knowing what makes them tick and what makes them frustrated And helping design better solutions that get them in the gut
- CATALYSTS for transforming business (just do it; we try harder; every little helps) ideas so outrageously smart they give clients unfair advantage; always been shaping future Vs ordinary Be “revelationaries” (ev. element in brief)
- Still a need to have HIGHER VISION for a business A simple rallying cry to get an organisation behind. Often expressed in copy Difference is that no longer means to create feeling >>>need to translate this into BEHAVIOURS, ACROSS ORGANISATIONAL SYSTEMS with CTO’s and Operations Directors/Customer Services
- So I believe technology sets planners free to apply entrepeneurial skills At our heart we need to be MORE COMMERCIAL than ever More revelationary about where fresh opportunites lies Bigger influence that ever, across more parts of the business
- But we need new skills and behaviours Culture – faster + more fluid/polemic/improvisational ; a parallel with music dance/beats vs melody Need to ADAPT OUR OWN OS; resistance to change is futile (record labels) vs spotify creators of new future AGILE
- A provocation Maybe we fetishise thinking too much And that’s our biggest threat to adapting
- Because the new OS values a different depth of collaboration Our classic skills to synthesise, apply clarity, creativity and rigour are more valued than ever But the practice of applying them is more fluid, faster Producers of creativity, curating teams
- In a world where we need to make complex simple Extreme reductiveness: deciding what NOT to do in world of unlimited choices Model PIVOTS with lower costs of production from Think>>do>>learn to do>>learn>>think We can now test out hypotheses more quickly
- New creative context = role more 3D thinking entrepeneural skill in identifying scale of emotional reaction/response in a given context
- Traditionally good at understanding challenge in terms of brand out>>>consumer + category + culture To elicit deep emotional respsonse
- Now need to understand contextual inputs How does it blend together? What is used, when, how?
- Need to start having more of an affair with different kinds of data Data which explores the dynamics of user journies and customer experiences Both hard behavioural stuff and emotional traces We need to design experience blueprints for clients = UX should be our best friend
- Huge role in helping synchronise how platforms and campaigns fit together And orchestrating the elements WITHIN A BUSINESS Get better at getting other people to do the extraordinary Get better at defining roles of diff content/experiences across a user journey and ecosystem
- tech = oxygen for revolutionary thinking ie same as always been look BEYOND the Comms brief to influencing the business model, product and operations Means = different
- “not PowerPoint slave but organisational catalyst” more entrepreneurial/likeDJ's designing overall flow of the experience clear vision of end response, and end product Asking different kinds of questions Unmet needs Sources of friction Experiential contexts Network nods Space & value in the idea
- What have we learnt in the last 20 mins
- Context: defining roles of diff content/experiences at diff times eg converse SEO takeover;