A PDF version to keep the formatting looking nice. I also have a powerpoint version that you can download from this account for 'borrowing' from the slide ware. With the rise of programmatic buying, media planning has become increasingly commoditised with media being made for containers as the paradigm

1. Connection planning: rebooted
Gearóid ‘Ged’ Carroll

2. Let’s go back in time: Should
we separate art and science?

3. *Which begat media agencies
Yes*

4. Media as
container
analogy

5. Everyone
saw that it
was good…

6. Ok, ‘Rowdy’
Roddy Piper didn’t

7. I would have gotten away with it if
it wasn’t for you meddling kids…

8. Sir Tim Berners-Lee

9. Dramatic change
wasn’t immediately
apparent

10. Creativity went outside the box, and
started to make new types of boxes

11. Ilovebees
for Halo2

13. Connection planning

14. But as an industry we often
just made marketing noisier

15. Human factors

16. You mentioned a reboot?

17. The science part of the equation is
reaching a point-of-inflection

18. Need to stop creeping
the consumer out…

19. Hierarchy of social marketing
interactions
Being civil
Being
nice
Being human
Being useful

20. Win: Win: Win

21. Intent rather than interruption
Intent
- Search
- Share
- Communicate
- Be entertained
- Be creative
- Influence others
Query
Filtered through:
- Trusted web
- Google | Bing-Yahoo! | Naver |
Baidu
- Vertical search
- Site search
Destination
User chooses destination based
on:
- Content
- Credibility
- Trust
Interaction
- With other users
- Brands
- Organisations

22. Intent rather than interruption
Intent
- Search
- Share
- Communicate
- Be entertained
- Be creative
- Influence others
Query
Filtered through:
- Trusted web
- Google | Bing-Yahoo! | Naver |
Baidu
- Vertical search
- Site search
Destination
User chooses destination based
on:
- Content
- Credibility
- Trust
Interaction
- With other users
- Brands
- Organisations

23. Intent rather than interruption
Intent
- Search
- Share
- Communicate
- Be entertained
- Be creative
- Influence others
Query
Filtered through:
- Trusted web
- Google | Bing-Yahoo! | Naver |
Baidu
- Vertical search
- Site search
Destination
User chooses destination based
on:
- Content
- Credibility
- Trust
Interaction
- With other users
- Brands
- Organisations

24. Moving the planning process
From
To
Media plans
User engagement
R/F
Relevant context
Mass audience reach
Potential advocate reach
Share-of-voice
Share-of-conversation
Current channels
Future canvas ‘future-proofing’ and
‘scalability’ in technology marketing-
speak
Quarterly campaigns
Ongoing programmes | long-term
planning
Messages penetration
Culture that sticks
Global
Local / geographic relevance
In-depth storytelling
‘Momentum’ or flow of storytelling

25. Different products, different norms
conversation
research
EARNED
OWNED & EARNED
PAID
OWNED
Smartphones
Mainframe
computers
Business cloud
services
Consumer
laptops
Tablet-type devices

26. Art + Science rather than Art OR
Science

27. Leave the silos on
the farm

28. From ‘cramming’
a brand message

29. Being more like a
team coach

30. Serendipity: the
one-off

31. More information about this
presentation

32. You can find out more about me at renaissancechambara.jp/about
I currently work at racepointglobal.com
You can get in touch via renaissancechambara.jp/getting-in-touch

33. Further reading
• Faris Yakob – Transmedia
Planning (2006)
• Faris Yakob – The Old Future
of Advertising (2014)
• AdAge - Why Your Agency
Should Embrace Connection
Planning (2009)
• Slate - The Uncanny Valley of
Internet Advertising (2012)
• Clay Shirky
• danah boyd
• Will McInnes
• Yochai Benkler
• Brand / Belief model
• The Dentsu Way: Secrets of
Cross Switch Marketing from
the World’s Most Innovative
Advertising Agency by
Kotaro Sugiyama &Tim
Andree

34. Where all those images came from
• DeLorean
• Sir Martin Sorrell
• Rail tanker
• Scooby Doo
• Sir Tim Berners-Lee
• Jerry Yang & David Filo
• Ilovebees
• neon
• Pakistani bus
• IP addresses
• Trading floor
• Robot
• Silos
• Hong Kong cramming
school advert
• Baseball dugout
• Self portrait

35. thank you | 谢谢 | míle buíochas! |
감사합니다 | danke | ありがとう |
merci | спасибо | cám ơn |
whakawhetai | takk | ขอขอบคุณคุณ |
terima kasih | σας ευχαριστώ |
grazie | ‫شكرا‬ | þakka þér | "#"#
$%"&'(% | kiitos | நன்றி | gracias