Presentations from IPA Modern Briefing from 3rd July 2012

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Process

Glyn Britton

Albion, Managing Partner, Strategy & Innovation@glyndot

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Process? Yawn…

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— We’re getting bogged down in the debate between open vs. prescriptive, ideas vs. execution, proposition vs. engagement.

— We need a new way of working, not just a new brief / briefing.

— If collaboration’s too difficult, you’re doing it wrong.

What I’ll argue

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Not convinced?

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— Noun: A series of actions or steps taken to achieve an end.Waterfall.

— Verb: To perform a series of operations on something in order to change it.Agile.

What is process?

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— What: Prescriptive outcomes— Who: Specialist teams— How: Deliver handed-down scope

Waterfall process

Client brief----------------------

Client brief----------------------

Client Account Planning Creative Production

Creative brief----------------------

Bigidea----------------------

Role of the brief:Scope to be delivered

Role of the briefing:Information sharing, handover

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— “How can I write a brief when the answer could be anything from an app to an ad?”

— You’re trying to use Waterfall to solve business problems/opportunities.

Planners need to stop trying to prescribe solutions to business problems through documentation.Instead be part of an Agile team iterating towards a solution.

What’s the problem?

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Stay with me,here comes the good stuff!

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— What: Solve problems— Who: Multi-disciplined, self-organising team— How: Iterative, collaborative process

Agile team

Triage

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— What: Solve problems— Who: Multi-disciplined, self-organising team— How: Iterative, collaborative process

Agile process

Discovery Concepting

Iterate

Validate

Role of the ‘briefing’:Team Knowledge

gathering, hypothesis building,

& user testing

v0.3

What--------------

How--------------

Role of the brief:Record of task

and today’s solution

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Iterative approach

Conventional approach

Agile approach

Big Bang launch Iterative development

Research ‘guesswork’

Live validation

Subjective feedback Objective metrics

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Iterative approach

Pour fuel on those that take

Fan the flames of

the largestLight 100small fires

Online Displaydevelop

Premium Mediascale

Facebookfilter

Go / No Go decision points, with hard business metrics.

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— Do:Try version numbering your briefs.

— Don’t:Forget the philosophy.

Practical tips

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— Thank you

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Insights

Michael Dick

MEC, Head of Strategy

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Contents

What is Insight ?

Insight in the “Old Brief” ?

Insight in the “Modern” Brief ?

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Perspective

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What is insight?

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Clear

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Actionable

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Inspirational

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Old brief ?

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Linear

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Role of insight

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Modern brief?

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Modern world?

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Modern comms?

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Modern insight?

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Live and fast

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Judgement

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Shape and edit

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Everyone

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Leaps of faith

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Connecting

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Inspiration (again)

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Don’t

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Do

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Audiences

Richard Huntington

Saatchi & Saatchi, Director of Strategy@adliterate

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about

about

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“The consumeris not a moronshe is your wife”

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Six notes to selves

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1. Kill the caricatures

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2. Behaviour has to change

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3. Deliver revelations

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4. Talk about what they love

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5. A question of influence

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6. Love and respect

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“Empathy is an imaginative leap in which you endeavour to understand the world from the perspective of another person”Roman Krznaric, Empathy

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Participation

Patricia McDonald

Isobar UK, Executive Planning Director@PatsMc

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We may well debate the commercial merits of participation

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And some of our efforts may bemuse our consumers

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Nevertheless, for more and more of our consumers, participation is a way of life

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More and more of the content they see is filtered by friends’ participation

-17% of users consume news stories based on friends’ recommendations-28.8% watch online videos based on friends’ recommendations

Source: Global Web Index So if we want our content to be seen at all, we need a measure of participation

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More importantly, participation disrupts business models

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Participation disrupts business models

Disruption of supply

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Participation disrupts business models

Disruption of pricing models

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Participation disrupts business models

Disruption of distribution

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So how do we get better at briefing for participation?

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1. A business problem is a behavioural change in disguise

2. Think about network insights, not (only) consumer insights

3. From “the single thing we want to say” to “the single thing we’re going to make or do”

3 key themes:

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1. A business problem is a behavioural change in disguise

3 key themes:

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At the heart of every business problem today is an opportunity to change consumer behaviour

- Even in those areas we previously struggled to impact

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Start with a clear, simple, granular problem (N.B. these aren’t easy to get to)

-We need our 1m light usersto buy 1 more pack a year each

-Rate of sale is sky high but ourdistribution is a barrier to growth

THE PROBLEM

-Delivery costs are stripping the margin from our business

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Then identify the behaviour you need to change to make that happen

-We need each of our 1m light users to buy 1 more pack of butter a year

-Rate of sale is sky high but ourdistribution is a barrier to growth

-We need to create one additional baking occasion a year for these users

-We need our fans to become our distribution channel

THE PROBLEM THE BEHAVIOURAL CHANGE

-Delivery costs are stripping the margin from our business

-We need to incentivise users to pool their delivery slots

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Move from “nice” sharing to, as Clay Shirky puts it “jackhammer sharing”

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1. A business problem is a behavioural change in disguise

2. Think about network insights, not (only) consumer insights

3 key themes:

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Thinking about network insights ensures we understand why our target might participate with our platform

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It ensures we know how to properly balance effort and reward

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And it ensures we know how to design experiences to maximise the participation we need

Source: Luke Wroblewski, The Impact of Social Models

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1. A business problem is a behavioural change in disguise

2. Think about network insights, not (only) consumer insights

3. From “the single thing we want to say” to “the single thing we’re going to make or do”

3 key themes:

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The heart of the traditional creative brief:

What is the single thing we want to say?

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But we’ve established….

Participation disrupts business models

Consumers ability to participate has the power to impact ourclients’ businesses in more profound ways than ever before

The solution to a much more diverse range of business problemslies in changes to consumer behaviour

If we want to change behaviour, we’re probably not going to betalking at people……

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Put another way:

“Behaviour is motivation filtered by opportunity”

Clay Shirky, SxSW

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What are we going to make or do that will enable the behaviour we need to see?

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In summary

1. A business problem is a

behavioural change in

disguise

2. Think about network insights,

not (only) consumer insights

3. From “the single thing we

want to say” to “the single

thing we’re going to make or

do”

What do we need people to do?

Why would they do it? -what are their network motivations?

What are we going tomake or do that will enable them to do it ?

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Media Channels

Jason Gonsalves

BBH, Head of Strategy

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Rediscovering the creative power of media

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// BRIEFING

// MEDIA

// MEDIA + BRIEFING

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GREAT BRIEFS LIBERATE AND FOCUS CREATIVE THINKING

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MODERN BRIEFING:

ITERATIVE

COLLABORATIVE

STIMULATING

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ACCOUNT PLANNINGX

MEDIA PLANNINGX

U/X DESIGN

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// BRIEFING

// MEDIA

// MEDIA + BRIEFING

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MEDIA CHANNELS

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MEDIA IS TOO IMPORTANT TO BE

LEFT TO MEDIA AGENCIES

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MEDIA = CULTURE

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ALL BRANDS ARE MEDIA BRANDS

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EVERYTHING IS MEDIA

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// BRIEFING

// MEDIA

// MEDIA + BRIEFING

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INSPIR

ATION

DIRECTIO

N

EXPRESSION

IDEA EXECUTIONBRIEF

DIRECTIO

N

NAVIGATIO

N

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INSPIRATIONUse the media to discover, and

bring to life, dominant and emerging cultural themes.

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DIRECTIONIdentify when, where and how you should best engage your

audience.

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EXPRESSIONCreate the media that best

express the big idea

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NAVIGATIONDesign how you want people to

‘flow’ from one experience to another to unlock value.

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“IMAGINATION IS MORE IMPORTANT THAN

KNOWLEDGE”Albert Einstein

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Trends

Dan Southern

Contagious Insider, Senior Consultant@Dboy

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Contents

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Contents

Buenos Aires

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Three Weeks / Ten Ideas

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Move To Doing – and avoid the dude we should

do philosophy!

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External agency / client boundaries

are changing

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External Boundaries Are

ChangingThe world is not getting less

collaborative

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Make it scary; empowered people win!

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