1. Heather LeFevre
I’M FROM A CULTURAL Head of Planning, Amsterdam
MOVEMENT October 18, 2011
AGENCY.

6. CHIEF STRATEGY OFFICER
REGIONAL PLANNING DIRECTOR
GLOBAL PLANNING DIRECTOR
HEAD OF PLANNING
GROUP PLANNING DIRECTOR
SENIOR PLANNER
PLANNER
JUNIOR PLANNER

7. HOW MUCH DO YOU LIKE YOUR JOB?
OR, WHAT DO I HAVE TO LOOK FORWARD TO?
HATE IT 1%
DON’T LIKE IT 7%
LIKE IT 36%
REALLY LIKE IT 38%
LOVE IT 19%

8. BE THE 63%
DO YOU FEEL YOU HAVE A REAL MENTOR WHO IS
INTERESTED IN HELPING YOU GROW AS A PLANNER?
NO
37%
YES
63%

9. HOW OFTEN DO YOU FEEL...

10. LEAN INTO THE UNKNOWN
DO YOU FEEL YOU
KNOW WHAT IS
EXPECTED OF YOU
AS A JUNIOR
PLANNER?

11. WHERE WILL YOUR CAREER IN PLANNING GO?
TAKE A WILD GUESS
HEAD
START MY OWN SENIOR FREELANCE MANAGING
OF
AGENCY PLANNER PLANNER DIRECTOR
PLANNING
36% 33% 23% 18%
46%

12. I BELIEVE PLANNERS NEED TO HAVE BOOKS TOO
• Is this a previously unearthed insight? At least intriguing?
• Is there a clear link between the thinking and the creative?
• Do you believe this creative would not have happened without
planning?
• Is there new thinking in the execution of the idea?
• Is this great creative?
• Does the thinking give others pangs of jealousy? Does the
planning director see a little of themself?
• Can a planning director absorb this quickly?

16. CULTURAL MOVEMENTS
IN BRIEF

17. DEFINITION
“AN ORGANIZED COMMUNITY
OF PASSIONATE ADVOCATES WHO RALLY
AROUND AN IDEA ON THE RISE IN
CULTURE TO BRING ABOUT CHANGE”

18. GREAT MOVEMENTS
NOT A LOT IN
ADVERTISING
Anti-war Movement
American Revolution
Counter-Culture Movement
Green Movement
Civil
Rights
Occupy Wall Street
Gay Rights

19. INSTINCTIVE
CULTURAL MOVEMENTS:
BEHAVIOR

20. WE ARE SLAVES TO OUR EMOTIONS
“Reason is and ought only be the slave of the
passions, and can never pretend to any other office
than to serve and obey them”
David Hume, Philosopher

21. WE ARE SOCIAL ANIMALS
“The most powerful motivator of our personal behavior is our
longing for connection with one another”
Tina Rosenberg
“Man is by nature a social animal”
Aristotle

22. EXERCISE

23. WE HAVE A NEED TO BELONG

24. A NEW DYNAMIC FOR
A NEW WORLD
ADVERTISING… MOVEMENTS…
Interrupts Participate
Invites people to buy Invite people to belong
Talks about you Get others talking about you
Influences behaviour Inspire behaviour
Rooted in product Rooted in passion
Uses traditional media Turn people into media

25. GATHERING
CULTURAL MOVEMENTS:
FORCE

26. HOW TO CREATE A MOVEMENT
A movement can be big or small, long-term or hit-and-run. It can redefine a brand for years to come
or provide the basis for an intensive campaign. Whatever the size, there are three simple steps...
1. FIND THE TRUTH IN YOUR 2. FIND AN IDEA ON THE 3. USE TECHNOLOGY TO
BRAND. RISE. FUEL THE MOVEMENT
People don’t buy what you do. What’s the cultural tension? What Give people tools and a story to
They buy why you do it. can your brand rally impassioned share, and they will tell your
fans around? story for you.

28. 1. FIND THE TRUTH IN YOUR 2. FIND AN IDEA ON THE 3. USE TECHNOLOGY TO
BRAND. RISE. FUEL THE MOVEMENT
People don’t buy what you do. What’s the cultural tension? What Give people tools and a story to
They buy why you do it. can your brand rally impassioned share, and they will tell your
fans around? story for you.

29. FIND THE
TRUTH
IN YOUR BRAND
WHAT
HOW
WHY

30. 1. FIND THE TRUTH IN YOUR 2. FIND AN IDEA ON THE 3. USE TECHNOLOGY TO
BRAND. RISE. FUEL THE MOVEMENT
People don’t buy what you do. What’s the cultural tension? What Give people tools and a story to
They buy why you do it. can your brand rally impassioned share, and they will tell your
fans around? story for you.

31. INFORMATION OBSESSION:
MORE INFORMATION HELPS US TO MAKE MORE INFORMED DECISIONS.
INFOGRAPHICS ARE MAKING INFORMATION DIGESTIBLE AGAIN.

32. “IT’S NOT INFORMATION OVERLOAD, IT’S FILTER FAILURE.”
CLAY SHIRKY, WRITER & CONSULTANT

33. THE DATA-DRIVEN LIFE:
THE RIGHT INFORMATION HELPS US TO DISCOVER OURSELVES.
monitors your
sleep cycle

34. 1. FIND THE TRUTH IN YOUR 2. FIND AN IDEA ON THE 3. USE TECHNOLOGY TO
BRAND. RISE. FUEL THE MOVEMENT
People don’t buy what you do. What’s the cultural tension? What Give people tools and a story to
They buy why you do it. can your brand rally impassioned share, and they will tell your
fans around? story for you.

35. MOVEMENTS
ARE FUELED BY
TECHNOLOGY
New connective technology enhances and enables our innate desire to
come together, interact and take action. This makes movements possible
on an unprecedented scale.

36. MOVEMENTS ARE NOT ABOUT YOU
“If you talked to people the way advertising talks to people, they’d
punch you in the face”
Hugh MacLeod

37. MOVEMENTS ARE PARTNERSHIPS

38. How do you spark a movement?

43. LET’S SEE IT IN ACTION

44. CAVEAT

45. THE BRIEF
THE CRUX OF THE CHALLENGE
What is the real problem – the key question we have to answer?

46. THE BRIEF
THE INCITERS WHO FAN THE FLAMES
Who will stir, encourage, urge on, stimulate, arouse or prompt action? Pithy and evocative title description of our
inciter target.
A rising cultural tension – aspiration vs villain – and the key insight into why it matters so much to our target.
The cultural arena where they play, congregate, debate, share, opinionate, where conversations around this
cultural trend are taking place.

47. THE BRIEF
SPARK
What experience/idea will kindle their passion; surprise them, challenge them, fuel interest and conversation?
TALK VALUE
What is remarkable about our brand – why will they talk about this idea/experience?

48. #1

55. Idea on the rise:
A Movement Movement

56. BRAND #1

57. Life is movement. Movement is a basic characteristic of all life. Movement nourishes the body, activating and
strengthening it, inside and out. HÅG understands the art of creating movement as you sit.

58. THE BRIEF
THE CRUX OF THE CHALLENGE
How can HÅG create a movement movement that starts at your desk?

59. THE BRIEF
THE INCITERS WHO FAN THE FLAME
Free-spirited desk dwellers.
The office is not a gym.
Procrastination places: Twitter, Facebook, Email, Blackberry, Toilet, Kitchen.

60. SPARK THE BRIEF
Sitting is killing you.
TALK VALUE
How can a chair make you move? We spend more time sitting at a desk than lying in
Honesty: making good chairs isn’t enough. bed, 9.3 hours compared to 7.7 hours.
HÅG’s philosophy: a passion for movement. Do you spend more on your bed than your chair?
Sitting increases risk of death, obesity, disease.
The 30 minutes of recommended activity a day is not
enough.

61. #2

62. "continually creating ways to keep your hair looking undeniably fabulous"

63. IDEA ON THE RISE

64. hair
length
age

65. hair
length
age
VS.

66. hair
length Idea on the rise:
Doomed to have Mom hair
age
VS.

67. THE BRIEF
THE CRUX OF THE CHALLENGE
How can John Frieda convince women to stop giving in to ‘mom-hair’?

68. THE BRIEF
THE INCITERS WHO FAN THE FLAME
Tress Revolutionaries.
Long hair is not appropriate for grown-ups.
Hair salons, girlfriend trips, book club, Facebook, among daughters and mothers.

69. SPARK THE BRIEF
Wear your hair long.
TALK VALUE
Those aged over 65: 60% of them feel younger than John Frieda’s products protect long hair.
their age. Product line for hair repair and frizzy hair.
Short hair is the new mum jeans.
Older women are feeling pressure to cut their hair
short.

70. #3

71. 70% of users outside
the United States
44,798,032
people like this
700 billion minutes per 500 million
month on Facebook active users
“Giving people the power to share and make the world more open and connected.”

74. IDEA ON THE RISE

77. #4 I wish I had stayed
in touch with friends

78. #4 I wish I had stayed
in touch with friends

79. Idea on the rise:
Keep your friends close
#4 I wish I had stayed
in touch with friends

80. THE BRIEF
THE CRUX OF THE CHALLENGE
How can we get friends to view Facebook as the path to deeper relationships?

81. THE BRIEF
THE INCITERS WHO FAN THE FLAME
Connection seekers.
Facebook is all pokes from strangers.
Real-world meet-up places: Bars, restaurants, gyms. Encourage connection on Facebook itself.

82. SPARK THE BRIEF
Don’t die old and lonely.
TALK VALUE
Positive psychology findings: relationships are key to Friends don’t make themselves.
a happy life. Focus on three relationships a week.
Real moments combined with digital moments can
strengthen relationships.
Top regret on a death bed: not staying close with
friends.

83. GO FORTH AND TRY IT YOURSELF