3.0 nobody knows... intro planning strategique
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Introduction planning strat
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3.0 nobody knows... intro planning strategique
- 1. NOBODY KNOWS HOW IT WORKS BUT... ! HELENE DUVOUX_MAUGUET ! ISCOM 013_014! 1 Â
- 2. 013_014!
- 3. 
 #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 
 !
- 4. HELLO!
- 5. 5
- 7. PREAM BULE!
- 11. UNE IDÉE ? P E U T- Ê T R E AV E Z - V O U S U N E I D É E
- 16. HTTP://FR.SLIDESHARE.NET/THEPLANNINGLAB/ C R E AT I V E - P L A N N I N G - M I A M I - A D - S C H O O L ! !
- 21. ! PA N T E N E A Q U A L I G H T U K _ M A K E A SWISSSH! https://www.youtube.com/watch?v=C2_fmAo-6kk! !
- 22. ! PA N T E N E A Q U A L I G H T U K _ M A K E A SWISSSH!
- 23. ! PA N T E N E A Q U A L I G H T U K _ M A K E 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 = PA k m g Ye q e 7 k ! !
- 25. L’OBSERVATION
- 26. ET LE PLAN
- 27. DEMANDE CLIENT! INITIATIVE PROACTIVE! TAR! GET! COMP ETITO RS! PEO! PLE! MAR! KET! INTEGRATED COMMUNICATION! PLANNING! S T R AT E G Y ! STRAT! BRIEF! ! MAP YOUR PLAN/ STORY! EXPLORE! OUR! SELF! BIG IDEA! CREA BRIEF! TOUCHPOINTS/! NARRATIVE! TRE! NDS! QA! W H AT I S IT ABOUT? ! COM! P L A C E T H E W H AT IN THE GRIPS OF REALITY! THE PLOT ! THE SCHEME! ! 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! ! N O W T H AT ETC! YOU KNOW W H AT Y O U R AGENDA IS! ! ! PA S S T H E T O R C H ! LIGHT THE TORCH ! (BE THE TORCH)! C H A N G E!
- 28. NOBODY KNOWS HOW IT WORKS…
 AND THIS IS PRECISELY WHAT IS AWESOME
- 30. 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.! (…)! ! RICHARD CORDINER_BRAND STORY! 35
- 31. ! 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. RICHARD CORDINER_BRAND STORY! 36
- 32. ! 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. RICHARD CORDINER_BRAND STORY! 37
- 33. WHO IS THIS GUY?
- 34. WHO IS THIS GUY? H E ’ S J E F F J A R V I S Â
- 35. #EMPOWERMENT
- 36. 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 LY GOT ON TOP! MAR 31ST 2005!
- 42. BETTER INFORMED!
- 43. TO THE INFINITY AND BEYOND!
- 46. 53
- 47. INDIVIDUALS TOOK CONTROL OF THEIR MEDIA CONSUMTION VS MASS MEDIA!
- 48. THE MEDIA LANDSCAPE BECAME AWFULLY COMPLEX 55
- 49. 56
- 53. 60
- 55. JWT INTELLIGENCE_10 TRENDS FOR 2013! https://www.youtube.com/watch?v=bCDs7zQELpM ! ! 62
- 56. 63
- 61. 68
- 62. WHILE WE WAIT FOR THE NEXT INDUSTRIAL REVOLUTION… 69
- 63. Et bientôt l’imprimante 3D et la nouvelle révolution industrielle
- 65. COMPLETELY SETTING UP AN IRREVERSIBLY WHOLE NEW DEAL FOR COMPANIES AND BRANDS 72
- 68. 2000! 75
- 71. 2. MARKETS CONSIST OF HUMAN BEINGS, NOT DEMOGRAPHIC SECTORS. Â 78 HTTP://WWW.CLUETRAIN.COM/! !
- 72. 6. THE INTERNET IS ENABLING CONVERSATIONS AMONG HUMAN BEINGS, THAT WERE SIMPLY NOT POSSIBLE AT THE ERA OF MASSMEDIA. ! 79 HTTP://WWW.CLUETRAIN.COM/! !
- 73. 7. HYPERLINKS SUBVERT HIERARCHY. ! ! 80 HTTP://WWW.CLUETRAIN.COM/! !
- 74. 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! ! 81 HTTP://WWW.CLUETRAIN.COM/! !
- 75. 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. 82 HTTP://WWW.CLUETRAIN.COM/! !
- 76. 34. TO SPEAK WITH A HUMAN VOICE, COMPANIES MUST SHARE THE CONCERNS OF THEIR COMMUNITIES.! 83 HTTP://WWW.CLUETRAIN.COM/! !
- 77. 75. IF YOU WANT US TO TALK TO YOU, TELL US SOMETHING. MAKE IT SOMETHING INTERESTING FOR A CHANGE. 84 HTTP://WWW.CLUETRAIN.COM/! !
- 78. 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?! 85 HTTP://WWW.CLUETRAIN.COM/! !
- 79. 89. WE HAVE A REAL POWER AND WE KNOW IT (…) ! 86 HTTP://WWW.CLUETRAIN.COM/! !
- 80. 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.! 87 HTTP://WWW.CLUETRAIN.COM/! !
- 81. MICROSOFT_BRINGTHELOVEBACK! 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 ! !
- 82. « BRANDS FAIL TO CONNECT » RICHARD CORDINER_BRAND STORY ! 89
- 83. Kill  bill  90
- 87. TELEVISION IS A DRUG! 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 W e 8 ! !
- 89. MARKETING IS DEAD. THE ROLE OF MARKETING HAS CHANGED NOW. (…) MARKETING’S JOBS IS TO CREATE MOVEMENT AND INSPIRE PEOPLE TO JOIN YOU.
 ! KEVIN ROBERTS! http://www.thedrum.com/news/2012/04/25/marketing-dead-says-saatchisaatchi-ceo! !
- 90. “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.”! KEVIN ROBERTS! http://www.thedrum.com/news/2012/04/25/marketing-dead-says-saatchisaatchi-ceo! !
- 91. “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.”! KEVIN ROBERTS! http://www.thedrum.com/news/2012/04/25/marketing-dead-says-saatchisaatchi-ceo! !
- 92. OR MAYBE SAYING THINGS ARE DEAD! IS DEAD?! 99
- 94. THOUGH!
- 95. TIM GEOGHEGAN repris dans http://bbh-labs.com/the-power-andperils-of-participation-2/! ! !
- 96. : )!
- 97. W H AT E V E R I T I S !
- 98. BRANDS = !
- 99. I N T H I S E N V I R O N E M E N T O F D O U B T, B R A N D S G O T S C A R E D A N D S TA R T E D T O L I S T E N T O EVERYBODY 106 Â
- 100. H T T P : / / W W W . H O U S E O F N A K E D . C O M / !
- 101. 2 0 1 4 Â 2 0 1 3 Â 2 0 1 2 Â 2 0 1 1 Â 2 0 1 0 Â 2 0 0 9 Â 2 0 0 8 Â 2 0 0 7 Â 2 0 0 6 Â 2 0 0 5 Â
- 103. PLANNING / PUBLICITÉ! PLANNING DE MÉTIERS ! PLANNING DIGITAL/ PLANNING 360 ! PLANNING INTÉGRÉ 111
- 104. IDEAS/ MESSAGES INTEGRATED PLANNING! (TRANSMEDIA_MOMENTUM) TARGET/ BEHAVIOR 112
- 105. Immortal fans 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 ! https://www.youtube.com/watch?v=UTRyiyXz5eo!
- 106. « WHY EXPERIENCE ARCHITECTURE IS THE FUTURE OF PLANNING »! ! C F. N I C K H I R S T 114  EXPERIENCE THE FUTURE ! ADMAP PRIZE 2012!
- 107. 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.! NICK HIRST-EXPERIENCE THE FUTURE ! ADMAP PRIZE 2012!
- 108. THE CONCEPTUAL THE PRACTICAL PLANNERS! 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.! 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. NICK HIRST-EXPERIENCE THE FUTURE ! ADMAP PRIZE 2012! !
- 111. AUJOURD’HUI AUCUN DE CES MÉTIERS N’EST PARFAIT ! 119 Â
- 112. IT'S DANGEROUS TO ALLOW PLANNING TO FRAGMENT 120 Â NICK HIRST-EXPERIENCE THE FUTURE ! ADMAP PRIZE 2012!
- 113. ALREADY, USER EXPERIENCE ARCHITECTS DO NOT CHOOSE BETWEEN STATIC ESSENCES AND DYNAMIC PLANS. NICK HIRST-EXPERIENCE THE FUTURE ! ADMAP PRIZE 2012!
- 114. IN THE FUTURE, AS EXPERIENCE PLANNERS, THEY WILL IDENTIFY THE MOST POWERFUL THEME A BRAND COULD ADOPT, AND THEN PLAN EXPERIENCES AROUND THAT THEME. ! NICK HIRST-EXPERIENCE THE FUTURE ! ADMAP PRIZE 2012!
- 116. CONSIDER THE CLASSIC AGENCY BRIEF FOR A TV AD, WITH ITS FOCUS ON A MESSAGE OR AN IDEA TO BE CONVEYED.! 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 , GUINNESS AND NIKE.! NICK HIRST-EXPERIENCE THE FUTURE ! ADMAP PRIZE 2012!
- 117. C A D B U RY _ G O R I L L A ! 125 Â
- 118. 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.! NICK HIRST-EXPERIENCE THE FUTURE ! ADMAP PRIZE 2012!
- 119. 127
- 120. 128
- 122. COCA COLA_SHARE A COKE! ccccc! !
- 125. C O C A C O L A _ H A P P I N E S S TA B L E ! ccccc! !
- 126. C O C A C O L A _ I N D I A PA K I S TA N ! ccccc! !
- 127. ! USER EXPERIENCE CONSIDERS THE EXPERIENCE OF THE USER AS A WHOLE: THEIR EXPECTATIONS, THEIR LEVEL OF INTEREST,! THEIR ATTITUDES – EVEN HOW THEY FEEL.! ! ! 135  NICK HIRST-EXPERIENCE THE FUTURE ! ADMAP PRIZE 2012!
- 128. THANKS TO A BLEND OF TIME-BASED AND CONCEPTUAL THINKING,! THEY WILL BE ABLE TO CONSIDER HOW M E M O RY I M PA C T S O N R E C E P T I O N O F C O M M U N I C AT I O N S . T H E Y W I L L G O BEYOND THE SUPERFICIALITY OF! C O N T E X T U A L TA R G E T I N G O R R E TA R G E T I N G A S I T ' S C U R R E N T LY UNDERSTOOD, AND THINK ABOUT HOW O N E P I E C E O F I N F O R M AT I O N DISCOVERED IN ONE! BANNER MIGHT INTERACT WITH THE I N F O R M AT I O N T H E V I E W E R A L R E A D Y K N E W, A N D S U B S E Q U E N T LY C O L O U R F U T U R E M E S S A G E S F R O M T H AT B R A N D . ! NICK HIRST-EXPERIENCE THE FUTURE ! ADMAP PRIZE 2012!
- 130. 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 / ! ! 138 Â
- 131. 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. ! NICK HIRST-EXPERIENCE THE FUTURE ! ADMAP PRIZE 2012!
- 132. T E S C O M I G H T TA L K TO T H E M THROUGH THEIR FRIDGE, AND THEIR CAR, AND THEIR PHONE, AS W E L L A S T H E I R T V; T H E Y M I G H T THINK ABOUT AND PLAN TV V I E W I N G W H I L E AT W O R K ; ! ! NIKE MIGHT MAKE A BIG IMPRESSION WITH AN IN-GAME AD OR A POSTER, AND S I M U LTA N E O U S LY B E M O N I TO R I N G Y O U R H E A R T R AT E A N D G A I T THROUGH YOUR SHOES.! NICK HIRST-EXPERIENCE THE FUTURE ! ADMAP PRIZE 2012!
- 133. 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 T O L O O K F O R T H E S TAT I C C O N C E P T. ! MEDIA PLANNERS WON'T BE ABLE TO DO IT EITHER BECAUSE THEY ARE TRAINED TO THINK ABOUT MAXIMISING THE NUMBER OF 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 OR THE CONTENT OF THOSE INTERACTIONS. USER EXPERIENCE ARCHITECTS — OR EXPERIENCE PLANNERS, AS THEY W I L L B E C O M E – A R E T R A I N E D TO THINK ABOUT ORDERING AND ORGANISING SMALLER EXPERIENCES ( A C L I C K , A R E A C T I O N , A D I S C O V E RY, A D E C I S I O N ) I N T O A C O H E R E N T, O V E R A L L J O U R N E Y T H AT R E S U LT S I N A POSITIVE EXPERIENCE.! NICK HIRST-EXPERIENCE THE FUTURE ! ADMAP PRIZE 2012!
- 134. THE JOB IS…! CONNECTING ! BRANDS + AUDIENCES! THROUGH THE EXPERIENCE OF AN IDEA 142  !
- 135. 143
- 137. OLD SPICE_ THE MAN YOUR MAN COULD SELL LIKE!
- 139. 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 
 !
- 140. INSIGHTS 4NOV013!