This document discusses fringe planning and how it can inspire innovators. It outlines how some agencies are establishing venture capital funds to commercialize their own ideas and generate revenue beyond client work. This allows agencies to control their fate and obtain half their revenue from client projects and half from owned intellectual property. The movement of agencies innovating beyond client work is growing as they recruit creative talent and identify consumer needs not met by existing products. Fringe planning could inspire agency innovators by finding solutions to consumer paradoxes and testing early concepts.
9. THESE TOOLS INSPIRE DIFFERENT PEOPLE
Brand Consulting
Strategists inspire Clients in charge of the Brand
Account Planning
Planners inspire Creative Teams
Connection Planning
Planners inspire Media Planners
Comms Planning
Planners inspire Clients in charge of rolling out Campaigns
Propagation Planning
Planners inspire Digital Ninjas/ Social Media Experts
Transmedia Planning
Planners inspire Digital Creative Teams
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Fringe Planning
Planners inspire Creative Technologists/ Inventors
13. WHO MIGHT INSPIRE THESE PEOPLE?
Fringe Planners
Part Innovator
Part Technologist
Part Naming Specialist
Part Trend Forecaster
Part Account Planner
Part Community Manager
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15. HOW DO AGENCIES INNOVATE?
The question of the decade
Let’s review the situation
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16. TALENT
Ad agencies have recruited some of the most creative
people in the world
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17. BYPRODUCTS
The byproduct of agencies are ideas that don’t get sold,
or they are not appropriate for that particular client
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18. FUNDING
Agencies are establishing venture capital funds
to take their own ideas to market
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19. REVENUE
CLIENTS IP
Agencies want to control their fate and would like half of their
revenue to come from clients and half from IP they own
50% 50%
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23. THE IDEA IS SPREADING
Anomaly (NY, London)
BBH ZAG (NY, London)
KSB+P Ventures (NY)
Deutsch Consigliere (NY)
Trumpet (New Orleans)
Rockfish Interactive (Arkansas, Ohio)
...and many more
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29. DO IT DIFFERENT
Are companies inventing products that their factories can
make, or products they know consumers want to buy?
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30. R&D FORMULATION
R&D people make interesting formulations aimed at filling
important and unmet needs in a category
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31. R&D TO CONCEPT TEST
The marketing department describes these product features
and tests these features with consumers
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32. CONCEPT TEST TO BRAND PERSONALITY
Finally, the marketing people take the winning concept to the
ad agency, which figures out the brand voice and personality
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35. SOLUTIONS TO CONSUMER PARADOXES
Babies scream on airplanes when business travelers want
sleep. OH WELL
A challenging career takes lots of time and investment, but so
does a satisfying home life. OH WELL
People want to be healthy but they also don’t want to make an
extraordinary effort. OH WELL
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36. HOW AGENCY PEOPLE INNOVATE
Name Human Problem
Energy or Conflict or
Design Listen to Complaints
Attraction Tension
Attitude Low Energy Category
Consumer
Insight
Behavior Shifts 36
Technology Shifts
Market Size
56. WHAT IF WE INCREASED RETENTION?
What if our employees could ignite their own
ventures with agencies as partners,
increasing retention on projects they own?
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57. CAN AGENCIES DO BOTH?
What if we offered clients both a world class
agency and an idea incubator that created
brand value instead of marketing expense?
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58. BRAND INVENTION
What if in addition to funding Marketing,
our clients were building equity?
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59. ARE AGENCIES ATTRACTIVE?
What if we created an industry where
entrepreneurs brought us their ideas, instead
of a Traditional VC or Angel Investor?
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