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A crash course on Advertising and Strategy shared with IACT. Uncovering the Issues that matter, discovering the Insights that make a difference and developing them into Ideas that that stand out.
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The Ad Strat Crash Course
What is advertising
It is not rocket
science
It is not fine art
It is not what you see on TV
Advertiser
Issues What really
matters?
It is about…
Issues Why it really
matters?
Insights What really
matters?
It is about…
Issues Why it really
matters?
Insights Ideas What really
matters How do we
make it matter?
It is about…
Issues
What is strategy
“The essence of strategy is choosing to perform activities
differently than rivals do”
- Michael Porter
There is no shortage of great strategy tools….
… but the tools are not the strategy.
Destination Where do we want to go?
Direction How do we get there?
Differentiation What is unique about this?
Decision What next?
The Basic
Elements of Strategy
Purpose
Path
Position
Priorities Programs Plans
But before all of that comes
Strategic Perspective
The Strategic MindField Strategic Perspective
NOW Past The Future
ME
Context
Control
Ultimately, you choose the
tools which will be best
for the challenge at hand.
This is a simplified map
of the big picture to work
with those other tools.
The Strategic Mindfield is
a gentle reminder &
trigger for asking the
questions that really
matter.
We see the world not as it is
but as we are…
NOW
We are often trapped by the tyranny of now
but urgent ≠ important…
NOW Past The Future
Appreciate and understand what got us here…
… to build a better bridge to where you want to go
The big picture includes the dimension of time
ME We are often too caught
up with ourselves
but we ≠ world…
ME
Context Context really matters
It is easy to miss out on the larger forces and circumstances that impact us…
The Universe
Politics, Economics, Society, Technology
Environment &Culture
Consumers & Markets
Direct & Indirect Competition/ Influencers
Your Client (as an organization & eco-system)
Your Client (as individuals)
Your Company (as an organization & eco-system)
Your Company (as individuals)
Your Team (as a group & individuals)
And it goes on… Control
Amplify the impact of what you Control
Realizing how what you control impacts outwards, you expand your influence…
Your Team (as a group & individuals)
Your Company (as individuals)
Your Company (as an organization & eco-system)
Your Client (as individuals)
Your Client (as an organization & eco-system)
Direct & Indirect Competition/ Influencers
Consumers & Markets
Environment &Culture
Politics, Economics, Society, Technology
And it goes on…
ME
Context
Control
What are some questions that really matter
What business are we really in?
NOW Past The Future
ME
Context
Control
Looking at
issues in the
here & now…
Starbucks is not actually
in the coffee business
Starbucks is in the
Third Space Business
Pathways is a foundation that
helps underprivileged
students transition into
university.
They thought they were in
the business of helping
people graduate…
Pathways realized that
they are actually in the
business of creating the
next generation of
leaders.
If you want to help make a difference…
www.pathwaysphilippines.org
What business do you
think you are in?
We are in the business of
Persuasion
What is really going on?
NOW Past The Future
ME
Context
Control
Discovering the
variables that
really matter…
The Broken Window Theory was
popularized as the basis for the end of
New York City’s crime wave…
Deeper analysis revealed that the real
driver was Roe vs. Wade. Less unwanted
babies= less future criminals.
Insights
How do I get an insight
Sometimes you find yourself staring at a blank page…
But nature abhors a vacuum and smart people, such as yourself
hate not having any answers, so….
how about this or that or he said we could try optimized high impact ads
go viral culture next big thing Social& she said client likes creative hatescompetitive edge the population of salesithinkmaybeiloveherdata indicates that
damncigaretteconsumer blue ocean southnextmeetinghot button360 integratedlike awardsustainableimpacttouchpoint managementsuccessmetricscommunitynextbeachtripBoracay
stakeholdersmeaningoflifegeniusdamnfungrynowAaaaaarrrrrggggggghhhhhh!!!!!!!
Sometimes you have too much information
Take a step back
& distill your
thoughts
Focus on what
really matters
Art Science
The
Insight that really
matters
The
Number that makes you
stop& think
Art Science
The
Insight that really
matters
The
Number that makes you
stop& think
Art Science
The
Insight that really
matters
The
Number that makes you
stop& think
Data
Information
Knowledge
Insight
Analysis
Organization
Understanding
Seeing and
understanding the inner nature
of things clearly…
… Insight that matters
Cluster data to information...
Connect info into knowledge…
Craft initial insights…
Capture relevant data ...
… Insight that matters
… Insight that matters
Observations answer what… Insights answer WHY…
You may never really know
why, but you always have to
keep trying….
Consumer
Insight
Competitive
Insight
Client
Insight
Context
Insight
Strategic
Idea
RELEVANCE
SUSTAINABILITY OPPORTUNITY
DIFFERENTIATION
Explore different insight platforms
Does it answer why?
Insight Checklist
Does it reveal a compelling truth?
Does it inspire possibilities?
Do you have full perspective?
Ideas
How do I build a great idea
More young women
are smoking than
ever before despite
known health risks
Consumer
Observation
… because they
worry more about
looking good than
dying early
Develop anti-smoking campaigns that appeal to
women’s vanity
Consumer
Insight
Consumer
Insight
Strategic
Idea
Airlines are pushing
free seat promos for
individual travelers
Category
Observation
… because higher
flight yields secure
their profitability
‘Buy 3, 1 Free’ bundles on full-fare tickets to
nurture retention and encourage group travel Strategic
Idea
Consumer
Insight
Competitive
Insight
EA Sports is a
leader in sports
video gaming
Client
Observation
… because EA isn’t
about gaming, it’s
about ‘winning’
Don’t just put the player ‘in the game’
put them in the middle of ‘the win’ Source: Heat Interactive
Consumer
Insight
Client
Insight
Strategic
Idea
Youths (18 to 24)
are 2x more likely to
watch movies than
anyone else
Context
Observation
… because they want
more than to be
entertained; they
want to be together
Transform cinema into a more intimate and social
experience, by putting it under the stars
Consumer
Insight
Context
Insight
Strategic
Idea Images of Rooftop Films Events: Sarah Palmer (L), Andrew Frisicano (R)
Does it do the job?
Idea Checklist
Does it stand out?
How can we make it even better?
Does it stretch?
What does success look like?
NOW Past The Future
ME
Context
Control
Understanding
where you are,
being clear about
where you want to
be and how to get
there…
Start with Why…
Why
How
What
The Golden Circle is a communications
model that is aligned with how we
arrive at our choices at a subliminal
and neurological level.
The Golden Circle
1. Why? What belief do you have and that consumers
believe about themselves that will make them
choose you?
“ We believe that you are … and that …. ”
2. How? How can you make these possibilities real?
“So we…”.
3. What? What do you have to offer to fulfill this promise?
1. Our Products
2. Our Services
3. Our Experiences
thank you
17th Floor, Menara IGB,
Mid Valley City,
Lingkaran Syed Putra
59200 Kuala Lumpur
Malaysia
www.draftfcb.com
www.draftfcb.com.my
http://tinyurl.com/StratCrash
