NOBODY KNOWS HOW

IT WORKS BUT...

!HELENE DUVOUX_MAUGUET !

ISCOM 013_014 !1  

013_014!

#NOBODY KNOWS HOW IT WORKS BUT…STRATEGIC PLANNING_A VISION & A METHODOLOGY>PRÉAMBULE>INSIGHTS>CREATIVE BRIEF_CLIENT BRIEF>PLEASE QUESTION + SERENDIPITY >STORYPLANNING >INFORMATION IS BEAUTIFUL #IN BRAND WE TRUST? THINKING (ABOUT) THE BRAND

#DIGITAL MY BRAND? COMMUNICATION FASHIONISMS+ SÉMINAIRE INNOVATION & SANTÉ !

HELLO!

5���

HDUVOUXMAUGUET@GMAIL.COM!

PREAMBULE!

UNE DÉFINITION

DU PLANNING STRATÉGIQUE

?

NOBODY KNOWS HOW

IT WORKS BUT...

PEUT-ÊTRE AVEZ-VOUS UNE IDÉE

UNE IDÉE ?

INSPIRE BRANDS

INSPIRE CREATIVE

H T T P : / / F R . S L I D E S H A R E . N E T / T H E P L A N N I N G L A B /C R E A T I V E - P L A N N I N G - M I A M I - A D - S C H O O L !

!

CF. BRIEF CRÉATIF

VS. THE MASS OF IRRELEVANCE

!PANTENE AQUA LIGHT UK_MAKE A

SWISSSH !h t t p s : / / w w w . y o u t u b e . c o m / w a t c h ? v = C 2 _ f m A o - 6 k k !

!

!PANTENE AQUA LIGHT UK_MAKE A

SWISSSH !

!PANTENE AQUA LIGHT UK_MAKE A

SWISSSH !h t t p s : / / w w w . y o u t u b e . c o m / w a t c h ? v = P A k m g Y e q e 7 k !

!

L’OBSERVATION

ET LE PLAN

STRAT!BRIEF!

DEMANDE CLIENT!

INITIATIVE PROACTIVE!

W H A T I S I T A B O U T ? !

S T R A T E G Y !!

M A P Y O U R P L A N / S T O R Y !

#2 LA MISE EN PERSPECTIVE ! DE PROPOS

FACE AU RÉEL !

MAR!KET!

COMPETITO

RS!

PEO!PLE!

COM!

TRE!NDS!

OUR!SELF!

INTEGRATED COMMUNICATION!

PLANNING!

C R E AB R I E F !

Q&A!

P L A C E T H E W H A T I N T H E G R I P S O F

R E A L I T Y !!

WHAT VS THE MARKET: !WHAT VS THE COMPETITION!WHAT VS HE

COMMUNICATION !WHAT WS THE PEOPLE !

WHAT VS WHAT, WHAT IN THE MIROR!

WHAT VS THE TRENDS!!

ETC!

BIG IDEA!

CHANGE !

TOUCHPOINTS/! NARRATIVE!

E X P L O R E !

N O W T H A T Y O U K N O W

W H A T Y O U R A G E N D A I S !

!

T H E P L O T !& T H E S C H E M E !

!

P A S S T H E T O R C H !L I G H T T H E T O R C H !

( B E T H E T O R C H ) !

TAR!GET!

NOBODY KNOWS HOW IT WORKS…

AND THIS IS PRECISELY WHAT IS

AWESOME

UNE DISCIPLINE EN MUTATION

35

THE TRADITIONAL DEFINITION OF THE

CONSUMER NO LONGER SEEMED TO FIT AS IT BEGAN TO EXPRESS ITSELF IN MUCH MORE COMPLEX WAYS THAN

SIMPLY THE DECISION TO BUY OR NOT TO BUY. !

(…)! !

R I C H A R D C O R D I N E R _ B R A N D S T O R Y !

36

!BETTER CONNECTED AND

MORE INFORMED THAN EVER BEFORE, THE CONSUMER WAS SUDDENLY WILLING

AND ABLE TO USE ITS NEW FOUND CONNECTIVITY

AGAINST THE BRAND IF IT DARED CONTRAVENING AN UNSPOKEN CONTRACT OF

TRUST.

R I C H A R D C O R D I N E R _ B R A N D S T O R Y !

37

! THE INTERNET PLAYED!

A PARTICULARLY IMPORTANT ROLE IN THIS,!

DISABLING THE ABILITY OF THE CORPORATION!

AND BRAND TO CONTROL INFORMATION IN!

THE SAME WAY THE PRINTING PRESS!

HAD DONE TO THE CHURCH MANY CENTURIES!

BEFORE. R I C H A R D C O R D I N E R _ B R A N D S T O R Y !

WHO IS THIS GUY?

WHO IS THIS GUY?

HE’S JEFF JARVIS  

#EMPOWERMENT

A R M E D W I T H T H E I N T E R N E T , T H E C U S T O M E R H A S F I N A L L Y G O T O N T O P !

M A R 3 1 S T 2 0 0 5 !

44

CONSUMERS HAVE A VOICE

45

I P O D _ G R A F F I T Y C A S E !

48

CONSUMERS HAVE A CHOICE

B E T T E R I N F O R M E D !

T O T H E I N F I N I T Y A N D B E Y O N D !

51

CONSUMERS ARE IN CONTROL

YOU’RE DOING (IT) WRONG

53

I N D I V I D U A L S T O O K C O N T R O L O F T H E I R M E D I A C O N S U M T I O N V S M A S S M E D I A !

55

THE MEDIA LANDSCAPE BECAME

AWFULLY COMPLEX

56

57

BIRTH OF NEW BEHAVIORS

58

CONSUMERS BECOMING COMPLETLY IRRATIONAL

NEW CUSTOMS ADOPTED

60

62

J W T I N T E L L I G E N C E _ 1 0 T R E N D S F O R 2 0 1 3 !h t t p s : / / w w w. y o u t u b e . c o m / w a t c h ? v = b C D s 7 z Q E L p M !

!

63

R.I.P !PURCHASE FUNNEL

67

COMPETITION’S GLOBALIZATION

68

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WHILE WE WAIT FOR THE NEXT INDUSTRIAL

REVOLUTION…

Et bientôt l’imprimante 3D et la nouvelle

révolution industrielle

WHATEVER!THE DIGITAL REVOLUTION!

HAPPENED

72

COMPLETELY SETTING UP AN IRREVERSIBLY

WHOLE NEW DEAL FOR COMPANIES

AND BRANDS

73

BtoC/CtoB!( C O N S U M E R - T O - B R A N D )

75

2000!

H T T P : / / W W W . C L U E T R A I N . C O M / !!

77

1. MARKETS ARE CONVERSATIONS

H T T P : / / W W W . C L U E T R A I N . C O M / !!

78

2. MARKETS CONSIST OF HUMAN BEINGS, NOT

DEMOGRAPHIC SECTORS.  

H T T P : / / W W W . C L U E T R A I N . C O M / !!

79

6. THE INTERNET IS ENABLING CONVERSATIONS AMONG

HUMAN BEINGS , THAT WERE SIMPLY NOT POSSIBLE AT THE

ERA OF MASSMEDIA. !

H T T P : / / W W W . C L U E T R A I N . C O M / !!

80

7. HYPERLINKS SUBVERT HIERARCHY. !

!

H T T P : / / W W W . C L U E T R A I N . C O M / !!

81

9. THESE NETWORKED CONVERSATIONS ARE ENABLING

POWERFUL NEW FORMS OF SOCIAL ORGANIZATION AND KNOWLEDGE

EXCHANGE TO EMERGE. !!

10. AS A RESULT, MARKETS ARE GETTING SMARTER, MORE

INFORMED, MORE ORGANIZED . PARTICIPATION IN A NETWORKED

MARKET CHANGES PEOPLE FUNDAMENTALLY !

!H T T P : / / W W W . C L U E T R A I N . C O M / !!

82

12. THERE ARE NO SECRETS. THE NETWORKED MARKET

KNOWS MORE THAN COMPANIES DO ABOUT THEIR

OWN PRODUCTS. AND WHETHER THE NEWS IS GOOD OR BAD, THEY TELL EVERYONE.

H T T P : / / W W W . C L U E T R A I N . C O M / !!

83

34. TO SPEAK WITH A HUMAN VOICE , COMPANIES MUST

SHARE THE CONCERNS OF THEIR COMMUNITIES.!

H T T P : / / W W W . C L U E T R A I N . C O M / !!

84

75. IF YOU WANT US TO TALK TO YOU, TELL US SOMETHING.

MAKE IT SOMETHING INTERESTING FOR A CHANGE.

H T T P : / / W W W . C L U E T R A I N . C O M / !!

85

88. !WE HAVE BETTER THINGS TO

DO THAN WORRY ABOUT WHETHER YOU'LL CHANGE IN TIME TO GET OUR BUSINESS. BUSINESS IS ONLY A PART OF OUR LIVES. IT SEEMS TO BE

ALL OF YOURS. THINK ABOUT IT: WHO NEEDS WHOM?!

H T T P : / / W W W . C L U E T R A I N . C O M / !!

86

89. WE HAVE A REAL POWER AND WE KNOW IT (…)!

H T T P : / / W W W . C L U E T R A I N . C O M / !!

87

30. BRAND LOYALTY IS THE CORPORATE VERSION OF GOING STEADY, BUT THE

BREAKUP IS INEVITABLE—AND COMING FAST. BECAUSE THEY

ARE NETWORKED, SMART MARKETS ARE ABLE TO

RENEGOTIATE RELATIONSHIPS WITH BLINDING SPEED.!

H T T P : / / W W W . C L U E T R A I N . C O M / !!

M I C R O S O F T _ B R I N G T H E L O V E B A C K !h t t p : / / w w w. y o u t u b e . c o m / w a t c h ? v = D 3 q l t E t l 7 H 8 !

!

89

« BRANDS FAIL TO CONNECT »

R I C H A R D C O R D I N E R _ B R A N D S T O R Y !

Kill  bill  

90

91

EVERYTHING IS

DEAD!

« ADVERTISING IS DEAD » !

T E L E V I S I O N I S A D R U G !h t t p : / / w w w. y o u t u b e . c o m / w a t c h ? v = E 4 M Q h Tc e We 8 !

!

« MARKETING IS DEAD »!

K E V I N R O B E R T S !h t t p : / / w w w . t h e d r u m . c o m / n e w s / 2 0 1 2 / 0 4 / 2 5 / m a r k e t i n g - d e a d - s a y s - s a a t c h i -

s a a t c h i - c e o !!

MARKETING IS DEAD. THE ROLE OF MARKETING HAS CHANGED

NOW. (…) MARKETING’S JOBS IS TO CREATE MOVEMENT AND

INSPIRE PEOPLE TO JOIN YOU. !

K E V I N R O B E R T S !h t t p : / / w w w . t h e d r u m . c o m / n e w s / 2 0 1 2 / 0 4 / 2 5 / m a r k e t i n g - d e a d - s a y s - s a a t c h i -

s a a t c h i - c e o !!

“THE BIG IDEA IS DEAD. THERE ARE NO MORE BIG IDEAS.

CREATIVE LEADERS SHOULD GO FOR GETTING LOTS AND LOTS OF SMALL IDEAS OUT

THERE. STOP BEATING YOURSELF UP SEARCHING FOR

THE ONE BIG IDEA. GET LOTS OF IDEAS OUT THERE

AND THEN LET THE PEOPLE YOU INTERACT WITH FEED

THOSE IDEAS AND THEY WILL MAKE IT BIG.” !

K E V I N R O B E R T S !h t t p : / / w w w . t h e d r u m . c o m / n e w s / 2 0 1 2 / 0 4 / 2 5 / m a r k e t i n g - d e a d - s a y s - s a a t c h i -

s a a t c h i - c e o !!

“EVERYONE WANTS A CONVERSATION. THEY WANT

INSPIRATION. INSPIRE PEOPLE WITH YOUR WEBSITE. DON’T

JUST INTERRUPT, BUT INTERACT. ASKING ABOUT

RETURN ON INVESTMENT IS THE WRONG QUESTION TODAY. YOU

SHOULD BE ASKING ABOUT RETURN ON INVOLVEMENT.” !

K E V I N R O B E R T S !h t t p : / / w w w . t h e d r u m . c o m / n e w s / 2 0 1 2 / 0 4 / 2 5 / m a r k e t i n g - d e a d - s a y s - s a a t c h i -

s a a t c h i - c e o !!

99

OR MAYBE SAYING

THINGS ARE DEAD!

IS DEAD?!

h t t p : / / f r . s l i d e s h a r e . n e t / e n g a g e m e n t v s i n t e r r u p t i o n / e n g a g e m e n t -v s i n t e r r u p t i o n - 1 4 1 8 0 4 1 8 !

!

THOUGH !

T I M G E O G H E G A N r e p r i s d a n s h t t p : / / b b h - l a b s . c o m / t h e - p o w e r - a n d -

p e r i l s - o f - p a r t i c i p a t i o n - 2 / !!!

: ) !

WHATEVER IT IS !

BRANDS =!

106  

IN TH IS ENVIRONEMENT OF DOUBT, BRANDS GOT SCARED AND STARTED TO L ISTEN TO

EVERYBODY

H T T P : / / W W W . H O U S E O F N A K E D . C O M / !

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UNE DISCIPLINE EN MUTATION

111

PLANNING / PUBLICITÉ!> PLANNING DE MÉTIERS !

> PLANNING DIGITAL/ PLANNING 360 !

> PLANNING INTÉGRÉ

112

INTEGRATED PLANNING!(TRANSMEDIA_MOMENTUM)

TARGET/ BEHAVIOR

IDEAS/ MESSAGES

I M M O R TA L FA N S _ R E C I F E F O O T B A L L C L U B !h t t p s : / / w w w . y o u t u b e . c o m / w a t c h ? v = U T R y i y X z 5 e o !

Immortal fans

114  

« WHY EXPERIENCE ARCHITECTURE IS THE

FUTURE OF PLANNING »!!

C F. N I C K H I R S T

E X P E R I E N C E T H E F U T U R E !A D M A P P R I Z E 2 0 1 2 !

WHY EXPERIENCE ARCHITECTURE IS THE FUTURE OF PLANNING !

WE NEED TO TRANSCEND THE OFTEN POLAR

DISCIPLINES OF 'CONCEPTUAL’ !

(CREATIVE AGENCY) !AND 'PRACTICAL’ !

(MEDIA AGENCY) PLANNING !TO DELIVER, NOT

COMMUNICATIONS, !BUT GREAT BRAND

EXPERIENCES.!N I C K H I R S T - E X P E R I E N C E T H E F U T U R E !

A D M A P P R I Z E 2 0 1 2 !

THE CONCEPTUAL PLANNERS!

HAVE HISTORY AND SPECTACULAR ANECDOTE ON

THEIR SIDE. EVERYONE KNOWS STRATEGIC THINKING IS ABOUT

IDEAS;! LEADERS ARE VISIONARIES; AND THE GREAT BRANDS ALL CLIENTS

SEEK TO EMULATE HAVE CREATIVE STRATEGY AND IDEAS AT THEIR HEART. THIS SENSE OF

THE POWER OF IDEAS IS WHAT BUYS CONCEPTUAL PLANNERS

THEIR PLACE AT THE TOP TABLE.!

THE PRACTICAL PLANNERS !CAN MAKE A STRONG CLAIM TO OWN THE FACTS BECAUSE A LOT OF WHAT THEY DO IS EASILY QUANTITATIVELY MEASUREABLE (LIKE MEDIA CONSUMPTION, OR CLICK-THROUGH). THESE

NUMBERS NICELY RHYME WITH THE NUMBERS IN CLIENTS' BUDGETS; THE MEDIA AGENCIES THUS CONTROL THOSE BUDGETS, AND THIS BUYS THEM THEIR PLACE AT THE TOP TABLE.!

N I C K H I R S T - E X P E R I E N C E T H E F U T U R E !A D M A P P R I Z E 2 0 1 2 !

QUANTOCRATS   IDEOCRATS  

BEHAVIORAL THINKING  

CONCEPTUAL !THINKING  

119  

AUJOURD’HUI AUCUN DE CES MÉTIERS N’EST PARFAIT !

120  

IT'S DANGEROUS TO ALLOW PLANNING TO

FRAGMENT

N I C K H I R S T - E X P E R I E N C E T H E F U T U R E !A D M A P P R I Z E 2 0 1 2 !

ALREADY, USER EXPERIENCE ARCHITECTS

DO NOT CHOOSE BETWEEN STATIC

ESSENCES AND DYNAMIC PLANS.

N I C K H I R S T - E X P E R I E N C E T H E F U T U R E !A D M A P P R I Z E 2 0 1 2 !

IN THE FUTURE, AS EXPERIENCE PLANNERS, THEY WILL IDENTIFY THE

MOST POWERFUL THEME A BRAND COULD ADOPT,

AND THEN PLAN EXPERIENCES AROUND

THAT THEME. !

N I C K H I R S T - E X P E R I E N C E T H E F U T U R E !A D M A P P R I Z E 2 0 1 2 !

123  

THINKING EXPERIENCIALLY !!!

C O N S I D E R T H E C L A S S I C A G E N C Y B R I E F F O R A T V A D , W I T H I T S F O C U S O N A M E S S A G E O R A N I D E A T O B E C O N V E Y E D . !

NOW IMAGINE A BRIEF WHICH ASKS FOR A CERTAIN

KIND OF 30-SECOND EXPERIENCE , DELIVERED IN FILM. AN EXPERIENCE OF JOY. AN EXPERIENCE OF

WAITING AND ANTICIPATION. AN EXPERIENCE OF

EXCITEMENT. !I C A N E A S I LY I M A G I N E T H O S E K I N D S O F B R I E F S B E H I N D

R E C E N T, A N D B R I L L I A N T, T V C O M M E R C I A L S F O R C A D B U R Y ' S , G U I N N E S S A N D N I K E . !

N I C K H I R S T - E X P E R I E N C E T H E F U T U R E !A D M A P P R I Z E 2 0 1 2 !

125  

C A D B U RY _ G O R I L L A !

NOW IMAGINE THAT EXPERIENCE PLANNER

BRIEFING BUYING TEAMS. ASKING THEM TO THINK ABOUT

THE SPACES THAT WILL BEST GIVE AN EXPERIENCE OF A

BRAND'S FAME . AN EXPERIENCE THAT FEELS CLOSE. AN

EXPERIENCE THAT FEELS PREMIUM. YES, WE'LL ALSO

NEED SOME !DEMOGRAPHIC DATA. !

N I C K H I R S T - E X P E R I E N C E T H E F U T U R E !A D M A P P R I Z E 2 0 1 2 !

127

128

COCA COLA_SECURITY CAMERA !c c c c c !

!

COCA COLA_SHARE A COKE !c c c c c !

!

COCA COLA_SHARING CAN !c c c c c !

!

COCA COLA_DANCE MACHINE !c c c c c !

!

COCA COLA_HAPPINESS TABLE !c c c c c !

!

COCA COLA_INDIA PAKISTAN !c c c c c !

!

135  

!USER EXPERIENCE

CONSIDERS THE EXPERIENCE OF THE USER AS A WHOLE:

THEIR EXPECTATIONS, THEIR LEVEL OF INTEREST,!

THEIR ATTITUDES – EVEN HOW THEY FEEL.!

!!

N I C K H I R S T - E X P E R I E N C E T H E F U T U R E !A D M A P P R I Z E 2 0 1 2 !

THANKS TO A BLEND OF T IME-BASED AND CONCEPTUAL THINKING, !

THEY WILL BE ABLE TO CONSIDER HOW MEMORY IMPACTS ON RECEPTION OF

COMMUNICATIONS. THEY WILL GO BEYOND THE SUPERFICIALITY OF !

CONTEXTUAL TARGETING OR RETARGETING AS IT 'S CURRENTLY

UNDERSTOOD, AND THINK ABOUT HOW ONE PIECE OF INFORMATION

DISCOVERED IN ONE !BANNER MIGHT INTERACT WITH THE INFORMATION THE VIEWER ALREADY KNEW, AND SUBSEQUENTLY COLOUR

FUTURE MESSAGES FROM THAT BRAND. !

N I C K H I R S T - E X P E R I E N C E T H E F U T U R E !A D M A P P R I Z E 2 0 1 2 !

BEHAVIORAL ECONOMICS !

138  

V W _ T H E F U N T H E O RY !h t t p : / / w w w. t h e f u n t h e o r y. c o m / !

!

THEY WILL BE ABLE TO HELP BRANDS AS THEY MOVE INTO

THE STRANGE NEW WORLD OF PHYSICAL/ DIGITAL SPACES. THINKING EXPERIENTIALLY !

(RATHER THAN EITHER CONCEPTUALLY OR

BEHAVIOURALLY) IS THE ONLY WAY TO MAKE SENSE OF THIS

NEW WORLD , BECAUSE EVERYTHING IS !

CONNECTED TOGETHER. !N I C K H I R S T - E X P E R I E N C E T H E F U T U R E !

A D M A P P R I Z E 2 0 1 2 !

TESCO MIGHT TALK TO THEM THROUGH THEIR FRIDGE, AND

THEIR CAR, AND THEIR PHONE, AS WELL AS THEIR TV; THEY MIGHT

THINK ABOUT AND PLAN TV VIEWINGWHILE AT WORK; !

! NIKE MIGHT MAKE A BIG

IMPRESSION WITH AN IN-GAME AD OR A POSTER, AND

SIMULTANEOUSLY BE MONITORING YOUR HEART RATE AND GAIT

THROUGH YOUR SHOES. !

N I C K H I R S T - E X P E R I E N C E T H E F U T U R E !A D M A P P R I Z E 2 0 1 2 !

A T R A D I T I O N A L T V P L A N N E R I S H O P E L E S S LY I L L -P R E PA R E D F O R T H I S W O R L D B E C A U S E T H E Y A R E

T R A I N E D TO L O O K F O R T H E S TAT I C C O N C E P T. !M E D I A P L A N N E R S W O N ' T B E A B L E TO D O I T

E I T H E R B E C A U S E T H E Y A R E T R A I N E D TO T H I N K A B O U T M A X I M I S I N G T H E N U M B E R O F

I N T E R A C T I O N S B U T N O T C R E AT I N G T H E Q U A L I T Y O R T H E C O N T E N T O F T H O S E I N T E R A C T I O N S .

USER EXPERIENCE ARCHITECTS — OR EXPERIENCE PLANNERS, AS THEY WILL BECOME – ARE TRAINED TO

THINK ABOUT ORDERING AND ORGANISING SMALLER EXPERIENCES (A CLICK, A REACTION, A DISCOVERY,

A DECISION) INTO A COHERENT, OVERALL JOURNEY THAT RESULTS IN A

POSITIVE EXPERIENCE . !

N I C K H I R S T - E X P E R I E N C E T H E F U T U R E !A D M A P P R I Z E 2 0 1 2 !

142  

THE JOB IS…!CONNECTING !

BRANDS + AUDIENCES!THROUGH THE EXPERIENCE

OF AN IDEA !

143

BIG IDEA!(PLAN+STORY) !

OLD SPICE_ THE MAN YOUR MAN COULD SELL LIKE !

OLD SPICE_CASE STUDY !X X X X X X X X !

!

1#IN BRAND WE TRUST THINKING (ABOUT) THE BRAND

2#DIGITAL MY BRAND COMMUNICATION WARS & FADS 3#NOBODY KNOWS HOW IT WORKS BUT…_STRATEGIC PLANNING_A VISION & A METHODOLOGY>INSIGHTS>CREATIVE BRIEF_CLIENT BRIEF>PLEASE QUESTION+SERENDIPITY >STORYPLANNING >INFORMATION IS BEAUTIFUL !

INSIGHTS 4NOV013!

THE SUPERMARKET EXPERIMENT