1.
franklinozekhome
what
digital
planning
is not!
franklinozekhome e! paper

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franklinozekhome e! paper
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3.
franklinozekhome e! paper
Diesel’s“Be Stupid”
Campaign Won a GrandPrix Award
at the 2010 CannesLions
International FestivalofCreativity.

4.
A few days ago, I was chatting with a former colleague in San Francisco,
California - he worksin the planning department of a prominent
advertising agency in Lagos, and was vacationing in the US for the summer.
Naturally, the gist had revolved around current events and trends in the
Nigerian media and advertising industry, especially given the country's
poor representation at the recently concluded 57th Cannes Lions
International Advertising Festival. He revealed how his agency was still
trying to come to terms with successfully integrating digital offerings
in their brand proposals to clients.
the mindset
franklinozekhome e! paper

5.
franklinozekhome e! paper

6.
Marketers were not excited by their 'digital
recommendations', and sublimely told the
agency to stick to what they knew best -
strategic implementation that focused on the
utilization of traditional media channels - TV,
print, radio, and in-store media.
One client in particular, had explained their
position was borne out of a research that was
conducted recently; to gauge the impact of
digital advertising on consumers, and that
only a fraction of the target people in the
research poll had reacted to online
advertising.
Fewer still had gone on to purchase a product
or recommend it based on digital influences.
franklinozekhome e! paper

7.
"BeStupid," a Print-Outdoor-Web
Campaign wasCreatedbyAnomalyNew York.
franklinozekhome e! paper

8.
I had probed further to understand what the issues were, and
was shocked to find out that in this time and age of prosumers,
conversations, engagement, social interactivism, and digital
ecosystems, some agencies and clients still don't get it.
The blame went to the agencies because they were supposed to
act as change agents for marketers, consumers, and the
industry, and yet, they were proffering outdated digital models,
and exporting platforms and concepts that [had become 'old
news' once they were used by the originators] were not
resonating with consumers in the Nigerian market.
franklinozekhome e! paper

9.
franklinozekhome e! paper

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They have to understand that in the
industrialized world, and
supposedly digitally developed countries,
agencies and marketers were still trying to
cut their teeth in this space. The digital
world is continually evolving, and moving
at a pace faster than we are at
understanding digital natives.
franklinozekhome e! paper
”
“

11.
digital natives
franklinozekhome e! paper

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Smartbookblog.com
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13.
franklinozekhome e! paper

14.
“Millennialsat Work”
FastCompany
Maternewmedia.com

15.
Generation Einstein ‘Superstars’

16.
what
digital
planning
is not!
franklinozekhome e! paper

17.
Taking a big idea that was successful some place
and localizing the concept for other brands
Packaging a cool concept wrapped up as product
ideas to sell to clients
Developing an online presence, Facebook
campaign or iPhone app, and expect consumers
to love your brand because you have attempted
to inhabit their space
Developing websites, and affixing cool slogans
and images on moving media platforms
Setting up a unit with planners, and calling them
'digital strategists', and expecting them to come
up with 'digital ideas' for brands
franklinozekhome e! paper

18.
what then is
digital?
franklinozekhome e! paper

19.
Luismiranda’sPosterous“ADefinition ofDigital”
franklinozekhome e! paper

20.
what does
digital
planning
entail?
franklinozekhome e! paper

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…as I am still understudying cultural
insights, digital planning models, and
brand engagement tools that have been
used successfully on digital natives in the
past five years. However, for future
planning purposes, ‘digital strategy’
should combine the following:
“i do not
claim to know
all of the
answers...
franklinozekhome e! paper

22.
franklinozekhome e! paper
Aki Spicer “Fallon Brainfood:TheEngagement Opportunity”
business intelligence
user insights
brand strategy
design thinking
information architecture [IA]
entertainment
content strategy
user experience [UX]
social chatter
innovative use of offline channels
media + connections planning
great storytelling
mobile & data analytics

23.
franklinozekhome e! papermasternewmedia.com
Stephen P. Anderson “The Fundamentalsof Experience Design”

24.
Simply put:
digital planning
is about platform ideas,
not channel tactics. – Aki Spicer
franklinozekhome e! paper

25.
Nike+iPhoneApp
franklinozekhome e! paper

26.
The digital world permeates consumers' lives, but they
never think of it as technology - it's just another tool of
convenience. So rather than viewing it as 'new media' and a
vehicle to fire messages at the consumer, we use it to
service a need. As we move from passive one-way
communications to a two-way conversation, we give our
consumer a voice by listening, sharing, and co-creating and,
above all, by enabling meaningful solutions.
“
”
franklinozekhome e! paper
Stefan Olander,Global Director of Brand Connections, Nike

27.
The whole idea of interactivism and utilization of digital media stems from the
notion of offering real value and meaning to people's lives for a longer period of
time, by creating 'tangible and real assets that transcends mediums to an engaging
platform that people are eager to own. – Tom Himpe
franklinozekhome e! paper

28.
Check out the following case
studies, and try to understand
the mindset of the agencies that
developed these award-winning
concepts for their clients:

29.
franklinozekhome e! paper
MINIInteractivecase study @http://goo.gl/wt0k4

30.
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Miniusa.com

31.
Nike.com/iD
Casestudy @http://www.rga.com/work/nikeid
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Concept Store Website
iPhoneApp Studio Print Ad

33.
Ikea.com
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InteractiveCatalogue@http://goo.gl/wWku1
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35.
Oldspice.com
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Casestudy@ http://www.wk.com/campaign/digital_response
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37.
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38.
www.youtube.com/user/OldSpice
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39.
Wrangler.com
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40.
BlueBell JeanVideo@http://goo.gl/vKKXK
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franklinozekhome e! paper
http://www.fiat.co.uk/ecoDrive
We can see from these case studies [including
worksresearched in the past year from
agencies in Johannesburg, London, Paris,
Miami, Hong Kong, Brussels and Sydney,
Australia, and ongoing conversations had with
some marketers - Nokia, VW, Charles Schwab,
HP] that we have not yet scratched the
surface.
Digital Planning goes beyond planners who get
it sitting down in an intelligent hub, crafting
proposals and partnering with media vendors
that have purchased rights to already existing
digital models, and packaging them as
innovative, ground-breaking concepts for
clients.
If we are going to proffer brand engagement
ideas and digital solutions as a basis for
achieving set objectives, agencies must work
in tandem with clients, content providers,
trendspotters, marketing technologists and
social media curators to create original +
integrated concepts that reflect their total
understanding of the business segment, and
the consumers with whom they are trying to
make a connection.

44.
franklinozekhome e! paper
what
digital
is about
“a social creation designed
for a social effect - to help
people work together “
“Creating new opportunities
to do a job that customers
want done”
“Transforming ‘target insights’
towards ‘user insights’”
“Converting viewers to users,
and users to advocates”
“Backing ‘people powered ideas’
and ‘back pocket solutions’ by
offering true marketing benefits
backed by technology”
Tim Berners-Lee,Inventor
of the World Wide Web.
Aki Spicer, Director of Digital
Strategy at Fallon Worldwide.
Tim ’O Reilly, Founder + CEO
‘O Reilly Media, Inc.

45.
"The next great media company won't have
a website; it will be all spokes and no hub.
It will exist as a constellation of connected apps
and widgets that live inside other sites and offer
a full experience plus access to your social graph
and robust community features.”
next on digital
franklinozekhome e! paper

46.
acknowledgements
Thanks goes to the following individuals, organizations, blogs and websites
for citation of their original materials and use of photos:
Luismiranda’s Posterous
Mobile Dreams Factory
Kokokaka Goteborg
Wieden + Kennedy
VCU Brandcenter
theandnetwork®
Tim Berners-Lee
Stefan Olander
Edelman Digital
FastCompany
Tim ‘O Reilly
Steve Rubel
Tom Himpe
Aki Spicer
Identiture
Wrangler
YouTube
Google
Diesel
Nike+
Flickr
R/GA
Mini
IKEA
TAXI

47.
insidethe mind
of a m/ad man
franklinozekhome is Founder and Chief StoryTelling Officer of
Identiture. Currently based in New York, his focus is working with clients
and partners to bring to market commercially viable + socially significant
new business ideas and consumer products, services, and experiences in
the EMEA markets.
He is an ambassador of AD:2020, an open platform created with
likeminds to reimagine the future of advertising.
Franklin is an entrepreneur, writer, speaker and educator. His thought
leadership has been featured in BusinessWeek, Marketing Edge,
ThisDay, M2, Biz-Community, TownCrier Times, Brandfaces, and myriad
blogsand websites.
Followhis rants, raves and tantrums onTwitter @Donniefranklin.
™

48.
franklinozekhome
franklinozekhome.com