This is the presentation I gave at Planningness in Brooklyn in October 2010. I must apologize as it uses BBH work examples, something I generally don't do. However, we were setting up a work session to evaluate how planners could help agencies rethink media. BBH was the guinea pig.

1. HOW TO RETHINK MEDIA
Saneel Radia
Director of Innovation
BBH, BBH Labs
@bbhnewyork, @bbhlabs, @saneel

2. HOW TO RETHINK MEDIA?
Saneel Radia
Director of Innovation
BBH, BBH Labs
@bbhnewyork, @bbhlabs, @saneel

3. MEDIA IS FRAGMENTED

4. MEDIA IS FRAGMENTED

5. MEDIA IS FRAGMENTED
yada, yada

7. BRANDS MUST PLAY IN OTHER’S BACKYARDS

8. CONTEXT IS MORE INTEGRAL THAN EVER
TO CREATIVE THINKING

9. CONTEXT IS MORE INTEGRAL THAN EVER
TO CREATIVE THINKING

10. CONTEXT IS MORE INTEGRAL THAN EVER
TO CREATIVE THINKING

11. BUT WE’VE CONFUSED SYNCHRONIZATION
WITH INTEGRATION
and the output shows it

15. WE ASK A LOT OF MEDIA PEOPLE
MEDIA planning where and when to align
PLANNING/ desired consumer behavior with
BUYING relevant channels
architecting experiences at the
ENGAGEMENT intersection of consumer behavior
PLANNING
+ brand essence
tactile creative outputs using
MEDIA media as a canvas
DESIGN
(vs. a container)

16. AND NOW I’M GOING TO ASK IT OF PLANNERS
(pretty please)

17. HOW CAN YOU HELP US USE MEDIA AS
A CANVAS FOR CREATIVE IDEAS?
media is a tool, as valuable as words or images

19. HOW CAN YOU HELP KILL THE MANDATE
FOR ‘MEDIA AGNOSTIC’ THINKING?
let’s architect ideas with media

21. HOW CAN WE BE SURE WE’RE USING THE
YOUTUBE RULE TO OUR ADVANTAGE?
we must craft media-scalable ideas

23. HOW CAN YOU HELP US BUILD A MASTERPIECE,
NOT TRY TO REVEAL ONE?
ssshh, we know big ideas come from briefs

24. PRODUCT LAUNCH
= AUDIENCE
FEEDBACK
= TRADITIONAL
= COLLABORATIVE
AUDIENCE
POST
TIME ($) LAUNCH

25. WE’RE TRAPED INSIDE A MAZE OF “CAMPAIGN-ABILTY”
CAMPAIGN IDEA
EXECUTION EXECUTION EXECUTION
TIME

26. THE MEDIA LANDSCAPE NOW ALLOWS US
TO ACT MORE DYNAMICALLY
BRAND BEHAVIOR
MARKETING OBJECTIVE
ENGAGEMENT STRATEGY
T = TACTIC
T
T
PLATFORM
IDEA
T
PLATFORM
IDEA T
TIME

27. THE MEDIA LANDSCAPE NOW ALLOWS US
TO ACT MORE DYNAMICALLY
BRAND BEHAVIOR
MARKETING OBJECTIVE
ENGAGEMENT STRATEGY
T = TACTIC
T
T
T T
T
PLATFORM
IDEA
T
T
PLATFORM
IDEA T T
TIME

28. THE MEDIA LANDSCAPE NOW ALLOWS US
TO ACT MORE DYNAMICALLY
BRAND BEHAVIOR
MARKETING OBJECTIVE
ENGAGEMENT STRATEGY
PLATFORM T = TACTIC
T T
IDEA
T
T T
T T T
PLATFORM
IDEA T
T T
T
PLATFORM
IDEA T T T
TIME

29. THE MEDIA LANDSCAPE NOW ALLOWS US
TO ACT MORE DYNAMICALLY
BRAND BEHAVIOR
MARKETING OBJECTIVE
ENGAGEMENT STRATEGY
PLATFORM T = TACTIC
T T
IDEA
T
T T
T T T T
T
T
PLATFORM
IDEA T
T
T
T T
T
PLATFORM
IDEA T T T
TIME

30. OOPS
(let me get back to you)

31. HOW CAN WE EFFECTIVELY USE
MEDIA AS A CULTURAL LENS?
don’t worry, you can keep your quant & qual budget

33. HOW CAN YOU HELP US BE
SOCIAL MEDIA SEPARATISTS?
we must understand the impact of the channel on content

38. WORK SESSION-NESS

39. CHOOSE YOUR OWN ADVENTURE
evolve the creative brief to
PRODUCTIVE help use media as a canvas
rather than a container
take a ‘media agnostic’ campaign
LESS & concept terrible media tactics
PRODUCTIVE
to show them who’s boss
mingle amongst yourselves and
SCREW discuss how utterly boring this
YOU
presentation was

40. CONGRATULATIONS ON CHOOSING PRODUCTIVE
The Challenge
How can you help us use media as a canvas?
How can you help us architect ideas with media?
How can you help us craft media-scalable ideas?
How can you help us build not reveal masterpieces?
How can we use media as a cultural lens?
How can we understand the impact of the channel on
the content?

41. CONGRATULATIONS ON CHOOSING LESS PRODUCTIVE
Media Agnostic My Ass
Dove Real Beauty
Mastercard Priceless
Axe Effect*
Sprint Now Network
*I’m biased

42. CONGRATULATIONS ON CHOOSING SCREW YOU
The Lowlights
When I showed too much BBH work
How much I said “uuuhhhh”
Assuming you could read red on black
The night club called; they want my shirt back

43. THANKS
Saneel Radia
Director of Innovation
BBH, BBH Labs
@bbhnewyork, @bbhlabs, @saneel