How to integrate channel and creative planning the opportunities created by working closely together

David WildingHead of Planning, PHD

@drwilding@phd_uk

Making yourself useful in a new-fashioned industry

Some principles for modern media planning

But first…1 example that encapsulates most of them

#RBGF

1 A (simple) idea, not an ad

2 Behavioural – action, context, social proof

3 Understood audience psyche

4 Right level of participation

5 Collaboration between brands

6 Integration & momentum

#RBGF

http://acupofteawithphd.wordpress.com/2013/09/20/why-rbgf-just-works/(for a more detailed write up)

5 principles for modern media planning

1 think of everything as a ‘media channel’ (and assume that

the paid bit is the least interesting part)

“We want our people to think : owned first, earned second, shared third, paid fourth”

Take a disproportionate interest in the things we can’t control

2 plan for context and need states

(we are not the same people all the time)

The rise of the need state

Source: Thinkbox Screenlife

https://www.thinkbox.tv/research/screen-life-tv-in-demand-summary/

For more on this

Planning for the moment

Everyday moments, Live Moments, Connected Moments

http://www.slideshare.net/MobileMarketingMag/dara-nasr-twitter-mml-2013?qid=a368fb24-dd11-477b-b626-9d5ec90bcc52&v=qf1&b=&

from_search=1

For more on this

Target context, not target audience

3 think like a technologist

“What most brillianttechnologists are actually motivated by is providing

usefulness, entertainment, education and social

connectivity to people.”

entertain connect useful educate

Emily Bell Ed Cotton

Thinking like technologists

Thinking like technologists

entertain connect useful educate

4 quick and authentic > slow and perfect

A brand should do some things perfectly but advertising isn’t

necessarily one of them

5 collaboration means being prepared to do everything

yourself

Collaborate, cajole, persist, obsess

http://www.campaignlive.co.uk/news/1281272/

http://www.youtube.com/watch?v=HSbYBzUEQlc

Some principles

1. Think of everything as a media channel

2. Plan for context and need states

3. Think like a technologist

4. Quick and authentic > slow and perfect

5. Be prepared to do everything yourself!

Thank you

David WildingHead of Planning, PHD

@drwilding@phd_uk

Making yourself useful in a new-fashioned industry