AAAA Future Of Planning Zj

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Information about AAAA Future Of Planning Zj

Published on August 18, 2007

Author: zeusjones

Source: slideshare.net

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This is the speech we gave at the 4As account planning conference in San Diego.

Zeus Jones. Born March 1, 2007. © Zeus Jones 2007

“Hello, it’s August 2007.” © Zeus Jones 2007

The only certain thing about the future is that it will surprise even those who have seen furthest into it. E. J. Hobsbawm © Zeus Jones 2007

© Zeus Jones 2007

© Zeus Jones 2007

The future of planning. Presented at the AAAA Account Planning Conference 2007. © Zeus Jones 2007

It actually gets worse... © Zeus Jones 2007

President Head of planning Fallon Fallon © Zeus Jones 2007

President Head of planning Fallon Fallon © Zeus Jones 2007

The Whites The Hos © Zeus Jones 2007

The Whites The Hos © Zeus Jones 2007

We’ve bet everything on a vision of the future. © Zeus Jones 2007

Not a vision of the future of planning... © Zeus Jones 2007

Or communications... © Zeus Jones 2007

Or media... © Zeus Jones 2007

Or marketing... © Zeus Jones 2007

We placed a bet on the future of business. © Zeus Jones 2007

Value in business has migrated to intangibles. © Zeus Jones 2007

USA World China 32% 40% 40% 60% 60% 68% © Zeus Jones 2007 Percent of GDP based upon Service Non service

Businesses are moving from atoms to bits, becoming information businesses. © Zeus Jones 2007

This is enabling a great transformation in business. © Zeus Jones 2007

It will no longer be enough to meet customer needs. © Zeus Jones 2007

Or even to surpass customer needs. © Zeus Jones 2007

Businesses now need to create new possibilities. © Zeus Jones 2007

© Zeus Jones 2007

Sony more than met expectations for a next gen console. © Zeus Jones 2007

Sony more than met expectations for a next gen console. Nintendo created an entirely new experience. © Zeus Jones 2007

© Zeus Jones 2007

Microsoft packed more upgrades into Office than ever. © Zeus Jones 2007

Microsoft packed more upgrades into Office than ever. Google put “office apps” online and made them free. © Zeus Jones 2007

© Zeus Jones 2007

HTC Delivered one of the most powerful phones ever. © Zeus Jones 2007

HTC Delivered one of the most powerful phones ever. Apple created a new way to use a phone. © Zeus Jones 2007

Exceeding expectations isn’t enough. You need to create new possibilities. © Zeus Jones 2007

The formula for creating new possibilities is fairly easy to understand. © Zeus Jones 2007

Edwin Tofslie: © Zeus Jones 2007 You can innovate constantly and consistently.

You can reinvent yourself. © Zeus Jones 2007

You can reinvent yourself. © Zeus Jones 2007

You can reinvent yourself. © Zeus Jones 2007

© Zeus Jones 2007 Or you can start from scratch.

Most companies can’t pull this off... © Zeus Jones 2007

That’s where marketing comes in. © Zeus Jones 2007

Marketing: according to the AMA. “Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” © Zeus Jones 2007

© Zeus Jones 2007

Value is in information not assets. © Zeus Jones 2007

Value is in information not assets. Value is in delivering new experiences. © Zeus Jones 2007

Value is in information not assets. Value is in delivering new experiences. Value is in creating new opportunity. © Zeus Jones 2007

Marketing today can’t fulfill this role. © Zeus Jones 2007

Marketing reinvented can fulfill this role. © Zeus Jones 2007

` © Zeus Jones 2007

Marketing must move from: A communication oriented role. © Zeus Jones 2007 `

Marketing must become: A value-creation tool. © Zeus Jones 2007 `

© Zeus Jones 2007

Computer History Museum Web 1.0 was a communications medium © Zeus Jones 2007

eboy Web 2.0 is a services medium © Zeus Jones 2007

Web 2.0 allow businesses to deliver information- based services that: Create new possibilities and new experiences for their customers. © Zeus Jones 2007

© Zeus Jones 2007

Open Table © Zeus Jones 2007

Open Table Map My Run © Zeus Jones 2007

© Zeus Jones 2007

Loopt © Zeus Jones 2007

Loopt Oops I’m Late © Zeus Jones 2007

Web 2.0 (and other technologies) allow companies to create marketing that: Creates new possibilities and new experiences for their customers. © Zeus Jones 2007

Marketing As A Service. ZM © Zeus Jones 2007

© Zeus Jones 2007

Pure Digital Flip - “Disposable Technology.” © Zeus Jones 2007

Pure Digital Flip - “Disposable Technology.” Plus a service = Completely new experience. © Zeus Jones 2007

© Zeus Jones 2007

Ambient Devices - adding services to an umbrella. © Zeus Jones 2007

Ambient Devices - adding services to an umbrella. Prada Store - adding services to clothing. © Zeus Jones 2007

© Zeus Jones 2007 The great news is there’s no shortage of existing services that can be co-opted, mashed up, remixed and put to work for you clients.

© Zeus Jones 2007

The Future The Future The Future = = Of Business Of Marketing Of Planning © Zeus Jones 2007

© Zeus Jones 2007

Voice of the consumer © Zeus Jones 2007

Voice of the consumer © Zeus Jones 2007

Voice of the Advertising consumer midwife © Zeus Jones 2007

Voice of the Advertising consumer midwife © Zeus Jones 2007

Voice of the Advertising ???? consumer midwife © Zeus Jones 2007

“Industry is a customer satisfying one, not a goods producing one. “The historic fate of one growth industry after another has been its product provincialism. “The tantalizing profit possibilities of low unit cost may be the most seriously self-deceiving attitude that can afflict a company.” Theodore Levitt © Zeus Jones 2007 `

© Zeus Jones 2007

Lowering unit costs? © Zeus Jones 2007

Lowering unit costs? Product provincialism? © Zeus Jones 2007

Lowering unit costs? Product provincialism? Goods producing business? © Zeus Jones 2007

Planners helped reform UK advertising in the 60s. © Zeus Jones 2007

Imagine planning as an industry. © Zeus Jones 2007

What business are we in? © Zeus Jones 2007

© Zeus Jones 2007

© Zeus Jones 2007

` © Zeus Jones 2007

Clients want to create new experiences that excite their customers. © Zeus Jones 2007 `

Clients want to Planners use create new creativity and experiences intuition to that excite their imagine a more customers. exciting future. © Zeus Jones 2007 `

Clients want to Planners use create new creativity and experiences intuition to that excite their imagine a more customers. exciting future. © Zeus Jones 2007 `

© Zeus Jones 2007

Thomas Bruce (trbpix) on Flickr licensed under creative commons © Zeus Jones 2007 Photo: Thomas Bruce. Used with consent of owner. We launched with a single belief. When it comes to marketing: actions speak louder than words.

Christian Adrian Eric Chris Rob © Zeus Jones 2007

No departments. No walls between strategy and creativity in how we work or what we deliver. © Zeus Jones 2007

Our first lesson. Take responsibility for creating value for clients, not just briefs. © Zeus Jones 2007

No barriers to ideas. No part of the client’s business is out of bounds. © Zeus Jones 2007

© Zeus Jones 2007

© Zeus Jones 2007

© Zeus Jones 2007

Our second lesson. Fight compartmentalization. © Zeus Jones 2007

Shared accountability. Project-based with bulk of fee tied to achieving business results. © Zeus Jones 2007

Our third lesson. Get involved in the compensation negotiation. Find ways for the agency to get paid for helping build the client’s business - regardless of the vehicle. © Zeus Jones 2007

The future looks good for planners. © Zeus Jones 2007

Planning as an industry can thrive. But planners must become more vocal and involved in broader agency and industry debate. © Zeus Jones 2007

quot;I'm just surprised that no-one's thought of a better idea yet.quot; - Stephen King © Zeus Jones 2007

The future of planning. Presented at the AAAA Account Planning Conference 2007. © Zeus Jones 2007

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