This is my Strategic Planning presentation to the Boston 4As Institute - February, 2012.

1. 1

2. -David Ogilvy
2

3. 3

4. The Ad Agency
was founded during a time
when advertising sold product.
When sharing a creative idea
was powerful enough to get
people to buy.
When consumers had limited
media choices and were
impressionable.
4

5. MARKETERS
CONSUMERS
5

6. MARKETERS
CONSUMERS
6

7. 7

8. So how did we get here?
1. Shifting media use
2. Proliferation of choice
8

9. MEDIA USE SLIDE
9

10. 10

11. By 2020 tablets will replace PCs as the
primary source of web use
Source: 2020workplace.com
11

12. In one day an average individual will
See 2,904 media messages
Pay attention to 52
Read, listen or watch 24
Dislike 14
Positively remember only 4
12

13. Media is everywhere.
And consumers are telling us to piss off.
13

14. “At this point, choice
no longer liberates,
but debilitates. It
might even be said to
tyrannize.”
14

15. Over 70 SKUs of
energy drinks from
a category
created just 10
years ago
Overwhelming
Abundance
15

16. Our industry has been built on persuasion, but its often
the wrong approach to solve business problems
16

17. We have to completely rethink purchase behavior
17

18. Brand value has diminishing returns without
creativity that creates desire
18

19. 19

20. Without creativity, brands become disposable
20

21. So how does this change the
strategic planning process?
21

22. We do not just work in
advertising.
WE HELP SOLVE
BUSINESS
PROBLEMS.
Advertising, alone,
doesn’t solve all the
problems clients face.
22

23. NEW WAY OLD WAY
Make the time we Make them spend
have with consumers more time with us
more valuable Vs.
Message with Message at
23

24. BEHAVIOR + PERSUASION
Message with Message at
24

25. Make Stuff to Believe
Not Make “Believe” Stuff
25

26. “Maybe it’s your thingy”
26

27. “I’d rather have my tubes
tied than drive a minivan”
Over 20 million views
145% jump in sales 27

28. THINK BEHAVIOR
not just get people to think
“It’s not what we do, it’s what people do with what we do.”
- Gareth Kay, GS&P
28

29. “Everyone loves me so much
they want to sing my music”
29

30. Build a brand
based on IDEALS
From Share of Voice
To Share of Culture
30

31. AND QUESTION EVERYTHING…
our clients
the problem
the brief
31

32. Art actually rocks
32

33. Remember to
Make stuff for Homer
33

34. So how do we get to
ideas worth advertising?
34

35. We need to solve the issues with a
clear point of view
What is the business problem?
What do people currently think about our
brand?
What is our idea?
How are our communications going to
help?
Who are we going to have a
conversation with?
What do we know about them?
Where are the best places to have a
conversation? 35

36. Make Little Bets
36

37. Because one BIG idea fails faster than
many little ones
37

38. Don’t bring an axe
to a tea party
38

39. And find the
Simple Human Truth.
INSIGHT.
39

40. “Don't bunt. Aim out of the ball park.
Aim for the company of immortals.”
-David Ogilvy
40

41. 41

42. “Strategery”
42

43. 1. Identify the ISSUE
2. Find TRUE INSIGHT
3. Craft the BRIEF
4. Architect an IDEA
43

44. 44

45. 45

46. Identify THE ISSUE
Not just the symptom
46

47. A client will approach an
agency with a problem
that often is a symptom
rather than the issue.
Market share declines
Sales declines
Brand awareness
Etc.
47

48. The TRUE ISSUE is deeper than a symptom
Who is buying from us? Who isn t? How do people buy us? Are we making it
easy for people to find us?
Who is are direct and indirect competition?
Who is stealing our market share? Who
What do our audiences currently think of are we taking from?
us?
Are we starting a conversation with the
What s our competition doing? How are right audience?
they gaining or losing share?
Where is the low hanging fruit? Who are
What does our brand stand for? Is it our aspirational buyers?
known by our audiences or is there a
disconnect? What’s broken in the purchase process?
What marketing/advertising is working and What and how are the macro-issues
what is not? (economy, changes in tastes/needs,
trends, etc.) affecting our problem?
Are we part of the consideration set?
Where do we rank?
48

49. WHY THE ISSUE
MATTERS MOST
If we don t define the
RIGHT issue, we end up
trying to solve the
wrong problem
49

50. Deploy a fresh, overarching brand platform to
fuel the next 10 years
1. Continuously improve value perceptions and drive loyalty beyond
reason
2. Insulate JetBlue from the competition
3. Attract new travelers and continuously reactivate current customers
50

51. 51

52. But we are not a national airline
52

53. The ISSUES:
1. JetBlue is the favorite airline of the non-traveling public.
We needed to attract a more profitable passenger to
ensure growth for an airline that is facing far greater
competition beyond price & schedules.
2. JetBlue is an airline constrained by its network
We must tailor our marketing efforts by region due to
flight/schedule differences in each market.
53

54. Find TRUE INSIGHT
1. PROFOUND 2. UNIQUE 3. COMPELLING
HUMAN TRUTH
54

55. Insights are observations
about life. They are a little like
stolen moments, fleeting
forays into real life, revelations
of the way people think or
behave.
-Jean Marie Dru, Disruption, TBWA

56. CULTURE
Insight CULTURAL
MACRO ANTHROPOLOGY
TRENDS SELF
ATTITUDES
LIFESTYLE VALUES
MIND
TRIBES SYMBOLS
EMOTION
COGNITION
BEHAVIOR BELIEFS
LIFESTAGES
SOCIAL DEMOGRAPHICS
PSYCHOLOGY
56

57. + =
The sparky 6th creative tension
observation sense interestingness
research intuition
57

58. There are passengers and
there are drivers
Without milk, you’re stuck
Masculine Progress
58

59. 59

60. 60

61. 61

62. 62

63. Three things drive every airline decision
63

64. 64

65. But for the 3-10x traveler, flying gets you nowhere.
65

66. So many elements of air travel are out of the consumer’s
control – especially those that fly less frequently
The airlines have the power; they have the control.
But control is exactly what the coach passengers wanted.
And what they needed.
66

67. While the industry We are the airline that
caters to the stands up for the
Business Class Human Class
67

68. The Human Class
Broaden the appeal of the
JetBlue experience by
giving more to those that
don’t “get” on other
airlines.
Progressive
Self-Reliant
Book their own travel
Look for a better way
68

69. For them, JetBlue is different
Most legroom
Free TV and radio
Unlimited snacks and
beverages
First checked bag is free
69

70. Our insight and positioning became clear
JetBlue makes the world’s best travel experience
attainable for all.
70

71. Craft the BRIEF
71

72. Almost every agency brief looks the same, but they aren’t
built to create ideas beyond ads
72

73. Source: Gareth Kay, Goodby Silverstein & Partners 73

74. More verbs
Less adjectives & nouns
74

75. Behavior vs. Persuasion
Creative Tension
Brand Momentum
75

76. 76

77. Driving Belief
Bringing humanity back to air travel
How we challenge the norm
We take on the category of legacy airline
complacency and fight for the passenger
How we motivate our brand champion
Our people-first travel philosophy built from the flying
experience we create
The conversation we want to intersect
Flying coach doesn’t have to suck, yet that’s just
what travelers complain the most about
77

78. 78

79. Redefine the expectations of air travel
not recreate a new definition of one
Disrupt & demonstrate how JetBlue makes the
world’s best travel experience
Attainable for All
79

80. Architect the IDEA
80

81. Brilliant campaigns
create new narratives
81

82. Interactive
Shareable
Participatory
Continuous
82

83. “And… we also make ads”
83

84. Design an idea for a people first media landscape
Blank.com PR
Content tile & landing Support YAA launch
page leveraging site traffic via press activities,
campaign coverage
Paid media support Search
Video OLA & YouTube CONTENT Optimize search
takeover directing to terms/SEM
YouTube Channel
Social Platforms Content Seeding
Facebook landing tab Unbranded content
creation
Tweet/FB content to brand
followers Leverage influential
bloggers and social
media participants
Stimulate social sharing
84

85. Architect ideas for an evolved communications landscape
85

86. Attainable
for All
=
86

87. 87

88. 88

89. 89

90. 90

91. The world’s best travel experience, attainable for all.
Bringing humanity back to…
Insight: Insight: Insight:
So many elements of air travel Human Class fliers expect a Getting a good deal on a
are out of the consumer’s rewards program that is vacation package doesn’t
control, yet control is exactly uniquely different from other guarantee the worry-free
what they want. And exactly travel rewards programs. vacation you deserve.
what JetBlue provides.
Positioning: Positioning: Positioning:
The world’s best travel The Honest and Equitable A more complete vacation
experience, attainable for all. Rewards Program experience.
The Human Class
91

92. 92

93. The average American leaves
11 vacation days unused.
LETS CHANGE THAT.
94

94. 95

95. 96

96. Where is the tension in this narrative?
97

97. Where does the world need optimism?
98

98. Who is the most likely to spread it?
99

99. And who needs it the most?
10
0

100. Build a hypothesis.
Go Listen. Go learn. Go think.
And FAIL FASTER.
10
1

101. Make stuff to believe us
10
2

102. 1. Identify the ISSUE
2. Find TRUE INSIGHT
3. Craft the BRIEF
4. Architect an IDEA
10
3

103. Now go and
SOLVE THE ISSUES
and get out of advertising
Thank You.
Steve Chamberlain
Group Strategy Director, Mullen
schamberlain@mullen.com
Twitter: Chamberlain_s
10
4