Presentation from the Conferência de Planejamento do GP 2008, Sau Paulo Brazil December 1 2008

1. Planning Needs Some Planning. Gareth Kay Head of Planning, Modernista! Conferência de Planejamento do GP 2008

3. My contention: Advertising, primarily due to the failure of planning, is complacently coasting into irrelevance. We need to fix it. Quickly.

5. Controlled friction. Creative Account person Planner

6. Controlled friction. Make the advertising good Make the advertising happen Make the advertising work

8. “ I’m just surprised no-one’s thought of a better idea yet.” Stephen King on Planning at Planning’s 30 th Birthday, 1998

9. It’s time to be radical.

10. 3 big problems.

11. 1. We’re operating in the wrong business.

12. Consumer. Brand. Business.

13. Culture.

16. The most interesting people and things are multi-faceted, full of depth and nuance.

18. 2. Lost in translation.

23. 3. The pursuit of the wrong objectives.

25. It’s energy that matters. The active or moving force of a brand A leading indicator of usage and preference Justifies a higher price Adds an incremental 64% to brand value than sales growth alone Source: Y&R Brand Asset Valuator

26. Source: “The Brand Bubble”, John Gerzema

27. Energy drives conversations. A fourfold increase in conversation drives double the revenue. Source: London School of Economics 2007.

29. Have a social mission, not just a commercial proposition.

30. “ Like any company we require a profit to stay in business. But it is not the reason we are in business. The thing that has not changed from day one is the desire to make people think about the world we live in. This is, and always will be, why we are in business.”

34. Photo: Andrew Hovells (aka Northern Planner)

35. Photo: Andrew Hovells (aka Northern Planner)

36. It’s not about social media. It’s about social ideas and unsocial ideas.

38. “ Nobody reads advertising. People read what they want to read and sometimes it's an ad .” Howard Gossage “ Often our biggest mistake as managers is believing that, in general, customers care a lot about your brand. They do not.” Patrick Barwise

46. Stop making a thing, start creating a puzzle

55. Coherency not consistency. Provide an uplifting experience that enriches people’s lives Source: John Grant, ‘The Brand Innovation Manifesto’ language, eg ‘skinny’ specials eg frappucino habits formation range and options ordering system starbucks company barista culture ‘ my sister’ book africa 05 social responsibility used grounds for gardeners fair trade coffee cause publicity in store sofas and ambience hearmusic Xm burn your own cd music cd in store performance and art book reading starbucks salon akelah and the bee

56. It’s about understanding distributed identity. Organize the world’s information and make it universally accessible and useful. Google Search Google 411 Google Docs Google labs Google Shopping Google Scholar Google Books Google Maps Google sketch Google.Org Fossil fuel Challenge Youtube Chrome Browser Blogspot

58. DO. Learn.

59. The only big idea is not to forget the little ones along the way.

60. High frequency. Low value. Semi-unpredictable rewards.

62. Thank you Ed and Influx Insights for spotting this

65. This could be the most exciting time to be a planner and to be in this industry. Let’s seize it.

66. The future of advertising isn’t messaging. It’s in ideas that solve business problems in a culturally positive way.

67. Obrigado http://www.garethkay.com http://www.modernista.com