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#AugmentedPlanning
by @mirandaluis 6/14/2013
I’m a thief
disclaimer:
among others like Martin Weigel, Adrian Ho, Mark Pollard, Paul Isakson,….….
mission

WTF
is account planning
about nowadays?
In baiting a trap with cheese,"
always leave room for the mouse”"

Jon Steel / Truth, Lies and Advertising
Jon
Steel
---
T...
from information to inspiration
to help making better ads
classic account planning
information
 insight
 evaluation
inspiration
ref: Mark Pollard
Effective inspiration
My journey
INSIGHT
SWEET SPOT


2002
 2004
 2006
ref: J.Walter Thompson Madrid 2002
DIFFERENTIAL
BRAND/PRODUCT OFFER
CONSUMER INSIGHT
SWEET SPOT
CLIENT
Insight
CONSUMER
Insight
COMPETITION
Insight
ref: FCB/TAPSA Madrid 2004
CONTAGIOUS IDEAS
CONVERSATION
CO-CREATION
SEEDING

2008
PUBLICIS
SINGAPORE
ref: Publicis Singapore 2008
LISTENING/MONITORING
ENGAGEMENT
INFLUENCE
REALTIME

2009
CATEGORY
 CONSUMER 

BRAND / PRODUCT
 CULTURE
Human needs
Business offer
 SWEET SPOT
TECHNOLOGY
MEDIA

#COMPLEXITY IS IN T...
SIZING THE OPPORTUNITY
HISPANIC INSIGHT
BICULTURAL
TOTAL MARKET



2012
but Planning is driven by Culture & People

so no matter if you are in a
Hispanic, Digital or whatever type of agency,

Pl...
Although there are some tensions …
#tension1
conceptual
big idea
thinker
idea oriented
vs
tactical
little ideas
doer
media oriented
#tension2
ref: Planningness 2012
#tension3
Trying to figure out
what people think
Listening what they say 
and observe what they do
(almost in real time)
Playing with...
#tension3
#tension3
 looks like a big leap
phygital strategic mindset
“this is not about digital planning,
but planning for a digital world”
Henry Jenkins “Convergence Culture”
#tension3
#tension3
are we still in the advertising business ?
ref: Big Spaceship
from information to inspiration
to help making better ads
ideas and solutions
it’s also about 
creative marketing

The essence is the same, but nowadays planning
is much more than just communications
Advertising limits the power of strategy”"

Adrian Ho, Zeus Jones
Jon
Steel
---
Truth,
lies
&
adver5sing
CREATIVE MARKETING
account planning
becomes more than just communications…
MODERN"
BRANDING
MODERN 
BUSINESS STRATEGIES
Modern Branding
A (modern) brand is simply the sum of
great ideas used to build that brand ”"

John Grant
Jon
Steel
---
Truth,
lies
&
adve...
Attention not only had to be earned
also rewarded…
…Making people’s lives better
a.k.a “create value for them”
BranDOing"
Do > Say"
"
"
ref: John Willshire
IMPROVING HOW TO
MAKE PEOPLE WANT THINGS "

SOME CURRENT RELEVANT PILLARS TO
DIVE IN
POINT OF VIEW
COMMITMENT
DEMONSTRATE
PURPOSE
AS STRATE...
PURPOSE AS STRATEGY
ref: David Aaker http://www.prophet.com/blog/aakeronbrands/139-higher-purpose-branding
THE GOAL IS NOT IDENTIFY PEOPLE WHO NEEDS YOUR PRODUCT
BUT PEOPLE WHO BELIEVE WHAT YOU BELIEVE
MAKE PEOPLE WANT THINGS "

SOME CURRENT RELEVANT PILLARS TO
DIVE IN
 GENEROSITY
OVERCOME EXPECTATIONS
SURPRISE
EMOTIONAL R...
“Goodness” not necessarily means for a social cause
but (the democratization of) doing nice things
EXAMPLES 
GOODNESS AS STRATEGY?
 TACTIC 
(a.k.a Happy Tactics)
in fact
this is not only about doing nice things
but
telling stories about doing nice things
ref: Andy Whitlock
MAKE PEOPLE WANT THINGS "

SOME CURRENT RELEVANT PILLARS TO
DIVE IN
 GENEROSITY
 ADAPTATIVE
AGILE
REAL TIME
SMALL BETS
SCA...
EXAMPLE
PRODUCTION AS STRATEGY
ref: Zeus Jones and Edelman Digital
EXAMPLE
PRODUCTION AS TACTIC
( product development / service design )
ref: “Bedknobs_and_Broomsticks” http://en.wikipedia.org/wiki/Bedknobs_and_Broomsticks
A world of Magic

Magic in the World
ref: “Bedknobs_and_Broomsticks” http://en.wikipedia.org/wiki/Bedknobs_and_Broomsticks
Tales

Spells
ref: “Bedknobs_and_Broomsticks” http://en.wikipedia.org/wiki/Bedknobs_and_Broomsticks
Storytelling

Software
ref: “Bedknobs_and_Broomsticks” http://en.wikipedia.org/wiki/Bedknobs_and_Broomsticks
living / cros...
Magic in the world
A PHYGITAL SOLUTION IS MORE LIKELY TO
BE SIMULTANEOUSLY…"
"
A BUSINESS SOLUTION"
+"
AN USER SOLUTION
#anewromance
#anewromance
atoms 
 
 
 
 data
metaproduct
Ref: Meta Products: Meaningful design for our connected world
connected systems
#InternetofTHINGS
ref: Russell Davies – Berg – Good Night Lamp
#InternetofMIDDLECLASSThings
#InternetofMYThings
WEARABLE, BUT PART OF A BIGGER BUSINESS STRATEGY
Interesting concept:
BRAND AS WEAREABLE
NOT JUST ABOUT CONSTANTLY WEARING IT 
BUT EARNING A CONSTANT PLACE IN YOUR LIFE
#NextStepsBrandUtility
#servicedesign
#coUtility democratization
coUtility is not a new concept
but we will see it more often
(the rise of open APIs not only from native digital brands & big brands)
#coUtility
+
#coUtility
#automation as new brand landscape
IFTTT.COM
#automation
#automation
Modern Business Strategy
MODERN BUSINESS STRATEGY
SOCIAL 
BUSINESS DESIGN
ADAPTATIVE
BUSINESS MODEL
ECOSYSTEMS 
OF VALUE
#SocialBusinessDesign
Ref: Dachis Group
#BusinessModels
#BusinessModels
Your business model is not STATIC anymore
It will have to evolve FASTER
reinventing
#BusinessModels
amplifiying
#BusinessModels
disrupting
#BusinessModels
90
ref: Gareth Kay
#EcosystemsOfValue
observations
MORE PLANNERS INSPIRING ALSO "
CREATIVE (BUSINESS & PRODUCT) SOLUTIONS
MORE BRANDS EMBRACING BEHAVIORS & PRINCIPLES OF 
…S...
adaptative planning

ref: Gareth Kay
THE PRESENT OF PLANNING
THE PAST OF PLANNING
Share of Voice
 Share of Culture
the future of planning?
keep planning the future
Forward thinking mother fuckers
That’s because today I love this job description for a planner: 
best job description for ...
The HOW
thanks
@mirandaluis
Augmented Planning - Valencia 6.14.13
Augmented Planning - Valencia 6.14.13
Augmented Planning - Valencia 6.14.13
Augmented Planning - Valencia 6.14.13
Augmented Planning - Valencia 6.14.13
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This was one of my talks for Master of Account Planning in Valencia past June.

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Augmented Planning - Valencia 6.14.13

  1. 1. #AugmentedPlanning by @mirandaluis 6/14/2013
  2. 2. I’m a thief disclaimer:
  3. 3. among others like Martin Weigel, Adrian Ho, Mark Pollard, Paul Isakson,….….
  4. 4. mission WTF is account planning about nowadays?
  5. 5. In baiting a trap with cheese," always leave room for the mouse”" Jon Steel / Truth, Lies and Advertising Jon Steel --- Truth, lies & adver5sing
  6. 6. from information to inspiration to help making better ads classic account planning
  7. 7. information insight evaluation inspiration ref: Mark Pollard
  8. 8. Effective inspiration
  9. 9. My journey
  10. 10. INSIGHT SWEET SPOT 2002 2004 2006
  11. 11. ref: J.Walter Thompson Madrid 2002 DIFFERENTIAL BRAND/PRODUCT OFFER CONSUMER INSIGHT SWEET SPOT
  12. 12. CLIENT Insight CONSUMER Insight COMPETITION Insight ref: FCB/TAPSA Madrid 2004
  13. 13. CONTAGIOUS IDEAS CONVERSATION CO-CREATION SEEDING 2008 PUBLICIS SINGAPORE
  14. 14. ref: Publicis Singapore 2008
  15. 15. LISTENING/MONITORING ENGAGEMENT INFLUENCE REALTIME 2009
  16. 16. CATEGORY CONSUMER BRAND / PRODUCT CULTURE Human needs Business offer SWEET SPOT TECHNOLOGY MEDIA #COMPLEXITY IS IN THE AIR ref: A try to define a today’s conceptualization framework
  17. 17. SIZING THE OPPORTUNITY HISPANIC INSIGHT BICULTURAL TOTAL MARKET 2012
  18. 18. but Planning is driven by Culture & People so no matter if you are in a Hispanic, Digital or whatever type of agency, Planning is Planning* (*or an evolved version)
  19. 19. Although there are some tensions …
  20. 20. #tension1
  21. 21. conceptual big idea thinker idea oriented vs tactical little ideas doer media oriented #tension2
  22. 22. ref: Planningness 2012 #tension3
  23. 23. Trying to figure out what people think Listening what they say and observe what they do (almost in real time) Playing with a significant change in the research paradigm is back #tension4
  24. 24. #tension3 #tension3 looks like a big leap
  25. 25. phygital strategic mindset
  26. 26. “this is not about digital planning, but planning for a digital world”
  27. 27. Henry Jenkins “Convergence Culture”
  28. 28. #tension3 #tension3
  29. 29. are we still in the advertising business ? ref: Big Spaceship
  30. 30. from information to inspiration to help making better ads ideas and solutions
  31. 31. it’s also about creative marketing The essence is the same, but nowadays planning is much more than just communications
  32. 32. Advertising limits the power of strategy”" Adrian Ho, Zeus Jones Jon Steel --- Truth, lies & adver5sing
  33. 33. CREATIVE MARKETING account planning becomes more than just communications… MODERN" BRANDING MODERN BUSINESS STRATEGIES
  34. 34. Modern Branding
  35. 35. A (modern) brand is simply the sum of great ideas used to build that brand ”" John Grant Jon Steel --- Truth, lies & adver5sing
  36. 36. Attention not only had to be earned also rewarded…
  37. 37. …Making people’s lives better a.k.a “create value for them”
  38. 38. BranDOing" Do > Say" " "
  39. 39. ref: John Willshire
  40. 40. IMPROVING HOW TO
  41. 41. MAKE PEOPLE WANT THINGS " SOME CURRENT RELEVANT PILLARS TO DIVE IN POINT OF VIEW COMMITMENT DEMONSTRATE PURPOSE AS STRATEGY
  42. 42. PURPOSE AS STRATEGY ref: David Aaker http://www.prophet.com/blog/aakeronbrands/139-higher-purpose-branding
  43. 43. THE GOAL IS NOT IDENTIFY PEOPLE WHO NEEDS YOUR PRODUCT BUT PEOPLE WHO BELIEVE WHAT YOU BELIEVE
  44. 44. MAKE PEOPLE WANT THINGS " SOME CURRENT RELEVANT PILLARS TO DIVE IN GENEROSITY OVERCOME EXPECTATIONS SURPRISE EMOTIONAL REWARD PURPOSE AS STRATEGY POINT OF VIEW COMMITMENT DEMONSTRATE GOODNESS AS STRATEGY
  45. 45. “Goodness” not necessarily means for a social cause but (the democratization of) doing nice things
  46. 46. EXAMPLES GOODNESS AS STRATEGY? TACTIC (a.k.a Happy Tactics)
  47. 47. in fact this is not only about doing nice things but telling stories about doing nice things ref: Andy Whitlock
  48. 48. MAKE PEOPLE WANT THINGS " SOME CURRENT RELEVANT PILLARS TO DIVE IN GENEROSITY ADAPTATIVE AGILE REAL TIME SMALL BETS SCALE FAST GOODNESS AS STRATEGY PURPOSE AS STRATEGY PRODUCTION AS STRATEGY OVERCOME EXPECTATIONS SURPRISE EMOTIONAL REWARD POINT OF VIEW COMMITMENT DEMONSTRATE
  49. 49. EXAMPLE PRODUCTION AS STRATEGY ref: Zeus Jones and Edelman Digital
  50. 50. EXAMPLE PRODUCTION AS TACTIC
  51. 51. ( product development / service design )
  52. 52. ref: “Bedknobs_and_Broomsticks” http://en.wikipedia.org/wiki/Bedknobs_and_Broomsticks
  53. 53. A world of Magic Magic in the World ref: “Bedknobs_and_Broomsticks” http://en.wikipedia.org/wiki/Bedknobs_and_Broomsticks
  54. 54. Tales Spells ref: “Bedknobs_and_Broomsticks” http://en.wikipedia.org/wiki/Bedknobs_and_Broomsticks
  55. 55. Storytelling Software ref: “Bedknobs_and_Broomsticks” http://en.wikipedia.org/wiki/Bedknobs_and_Broomsticks living / crossing / jumping out screens experiences & interactions
  56. 56. Magic in the world
  57. 57. A PHYGITAL SOLUTION IS MORE LIKELY TO BE SIMULTANEOUSLY…" " A BUSINESS SOLUTION" +" AN USER SOLUTION
  58. 58. #anewromance
  59. 59. #anewromance atoms data
  60. 60. metaproduct Ref: Meta Products: Meaningful design for our connected world
  61. 61. connected systems
  62. 62. #InternetofTHINGS
  63. 63. ref: Russell Davies – Berg – Good Night Lamp #InternetofMIDDLECLASSThings
  64. 64. #InternetofMYThings WEARABLE, BUT PART OF A BIGGER BUSINESS STRATEGY
  65. 65. Interesting concept: BRAND AS WEAREABLE NOT JUST ABOUT CONSTANTLY WEARING IT BUT EARNING A CONSTANT PLACE IN YOUR LIFE
  66. 66. #NextStepsBrandUtility
  67. 67. #servicedesign
  68. 68. #coUtility democratization
  69. 69. coUtility is not a new concept
  70. 70. but we will see it more often (the rise of open APIs not only from native digital brands & big brands)
  71. 71. #coUtility +
  72. 72. #coUtility
  73. 73. #automation as new brand landscape
  74. 74. IFTTT.COM #automation
  75. 75. #automation
  76. 76. Modern Business Strategy
  77. 77. MODERN BUSINESS STRATEGY SOCIAL BUSINESS DESIGN ADAPTATIVE BUSINESS MODEL ECOSYSTEMS OF VALUE
  78. 78. #SocialBusinessDesign Ref: Dachis Group
  79. 79. #BusinessModels
  80. 80. #BusinessModels Your business model is not STATIC anymore It will have to evolve FASTER
  81. 81. reinventing #BusinessModels
  82. 82. amplifiying #BusinessModels
  83. 83. disrupting #BusinessModels
  84. 84. 90
  85. 85. ref: Gareth Kay #EcosystemsOfValue
  86. 86. observations
  87. 87. MORE PLANNERS INSPIRING ALSO " CREATIVE (BUSINESS & PRODUCT) SOLUTIONS MORE BRANDS EMBRACING BEHAVIORS & PRINCIPLES OF …START UPS, API’S , WEAREABLES 2   1  
  88. 88. adaptative planning ref: Gareth Kay THE PRESENT OF PLANNING THE PAST OF PLANNING
  89. 89. Share of Voice Share of Culture
  90. 90. the future of planning?
  91. 91. keep planning the future
  92. 92. Forward thinking mother fuckers That’s because today I love this job description for a planner: best job description for a planner ref: Richard Huntington
  93. 93. The HOW
  94. 94. thanks @mirandaluis
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This was one of my talks for Master of Account Planning in Valencia past June.

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