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I’M FROM A CULTURAL MOVEMENTAGENCY.
Heather LeFevre
Head of Planning, Amsterdam
October 18, 2011
CHIEF STRATEGY OFFICER
REGIONAL PLANNING DIRECTOR
GLOBAL PLANNING DIRECTOR
HEAD OF PLANNING
GROUP PLANNING DIRECTOR
SENIOR PLANNER
PLANNER
JUNIOR PLANNER
HOW MUCH DO YOU LIKE YOUR JOB?OR, WHAT DO I HAVE TO LOOK FORWARD TO?
HATE IT 1%
DON’T LIKE IT 7%
LIKE IT 36%
REALLY LIKE IT 38%
LOVE IT 19%
BE THE 63%DO YOU FEEL YOU HAVE A REAL MENTOR WHO ISINTERESTED IN HELPING YOU GROW AS A PLANNER?
37%
63%
NO
YES
HOW OFTEN DO YOU FEEL...
LEAN INTO THE UNKNOWN
DO YOU FEEL YOU KNOW WHAT IS EXPECTED OF YOU AS A JUNIOR PLANNER?
WHERE WILL YOUR CAREER IN PLANNING GO?TAKE A WILD GUESS
HEAD OF
PLANNING46%
START MY OWN AGENCY36%
SENIOR PLANNER
33%
FREELANCEPLANNER
23%
MANAGINGDIRECTOR
18%
I BELIEVE PLANNERS NEED TO HAVE BOOKS TOO
• Is this a previously unearthed insight? At least intriguing?
• Is there a clear link between the thinking and the creative?
• Do you believe this creative would not have happened without planning?
• Is there new thinking in the execution of the idea?
• Is this great creative?
• Does the thinking give others pangs of jealousy? Does the planning director see a little of themself?
• Can a planning director absorb this quickly?
CULTURAL MOVEMENTS
IN BRIEF
“AN ORGANIZED COMMUNITY OF PASSIONATE ADVOCATES WHO RALLY AROUND AN IDEA ON THE RISE IN CULTURE TO BRING ABOUT CHANGE”
DEFINITION
Civil Rights
American Revolution
Green Movement
Gay Rights
Anti-war Movement
Counter-Culture Movement
GREAT MOVEMENTS
NOT A LOT IN ADVERTISING
Occupy Wall Street
CULTURAL MOVEMENTS:INSTINCTIVE BEHAVIOR
WE ARE SLAVES TO OUR EMOTIONS
“Reason is and ought only be the slave of the passions, and can never pretend to any other office than to serve and obey them”
David Hume, Philosopher
WE ARE SOCIAL ANIMALS
“The most powerful motivator of our personal behavior is our longing for connection with one another”
Tina Rosenberg
“Man is by nature a social animal”Aristotle
EXERCISE
WE HAVE A NEED TO BELONG
A NEW DYNAMIC FOR A NEW WORLD
ADVERTISING…InterruptsInvites people to buyTalks about youInfluences behaviourRooted in productUses traditional media
MOVEMENTS…ParticipateInvite people to belongGet others talking about youInspire behaviourRooted in passionTurn people into media
CULTURAL MOVEMENTS:GATHERING
FORCE
HOW TO CREATE A MOVEMENT
2. FIND AN IDEA ON THE RISE.
What’s the cultural tension? What can your brand rally impassioned
fans around?
3. USE TECHNOLOGY TO FUEL THE MOVEMENT
Give people tools and a story to share, and they will tell your
story for you.
A movement can be big or small, long-term or hit-and-run. It can redefine a brand for years to come or provide the basis for an intensive campaign. Whatever the size, there are three simple steps...
1. FIND THE TRUTH IN YOUR BRAND.
People don’t buy what you do. They buy why you do it.
2. FIND AN IDEA ON THE RISE.
What’s the cultural tension? What can your brand rally impassioned
fans around?
3. USE TECHNOLOGY TO FUEL THE MOVEMENT
Give people tools and a story to share, and they will tell your
story for you.
1. FIND THE TRUTH IN YOUR BRAND.
People don’t buy what you do. They buy why you do it.
WHY
HOW
WHAT
FIND THE TRUTH IN YOUR BRAND
2. FIND AN IDEA ON THE RISE.
What’s the cultural tension? What can your brand rally impassioned
fans around?
3. USE TECHNOLOGY TO FUEL THE MOVEMENT
Give people tools and a story to share, and they will tell your
story for you.
1. FIND THE TRUTH IN YOUR BRAND.
People don’t buy what you do. They buy why you do it.
INFORMATION OBSESSION: MORE INFORMATION HELPS US TO MAKE MORE INFORMED DECISIONS. INFOGRAPHICS ARE MAKING INFORMATION DIGESTIBLE AGAIN.
“IT’S NOT INFORMATION OVERLOAD, IT’S FILTER FAILURE.”CLAY SHIRKY, WRITER & CONSULTANT
monitors your sleep cycle
THE DATA-DRIVEN LIFE: THE RIGHT INFORMATION HELPS US TO DISCOVER OURSELVES.
2. FIND AN IDEA ON THE RISE.
What’s the cultural tension? What can your brand rally impassioned
fans around?
3. USE TECHNOLOGY TO FUEL THE MOVEMENT
Give people tools and a story to share, and they will tell your
story for you.
1. FIND THE TRUTH IN YOUR BRAND.
People don’t buy what you do. They buy why you do it.
MOVEMENTS ARE FUELED BY TECHNOLOGY
New connective technology enhances and enables our innate desire to come together, interact and take action. This makes movements possible on an unprecedented scale.
MOVEMENTS ARE NOT ABOUT YOU
“If you talked to people the way advertising talks to people, they’d punch you in the face”
Hugh MacLeod
MOVEMENTS ARE PARTNERSHIPS
How do you spark a movement?
LET’S SEE IT IN ACTION
CAVEAT
THE CRUX OF THE CHALLENGE
What is the real problem – the key question we have to answer?
THE BRIEF
THE BRIEF
THE INCITERS WHO FAN THE FLAMES
Who will stir, encourage, urge on, stimulate, arouse or prompt action? Pithy and evocative title description of our inciter target.
A rising cultural tension – aspiration vs villain – and the key insight into why it matters so much to our target.
The cultural arena where they play, congregate, debate, share, opinionate, where conversations around this cultural trend are taking place.
TALK VALUE
What is remarkable about our brand – why will they talk about this idea/experience?
THE BRIEF
SPARK
What experience/idea will kindle their passion; surprise them, challenge them, fuel interest and conversation?
#1
Idea on the rise:A Movement Movement
BRAND #1
Life is movement. Movement is a basic characteristic of all life. Movement nourishes the body, activating and strengthening it, inside and out. HÅG understands the art of creating movement as you sit.
THE BRIEF
THE CRUX OF THE CHALLENGE
How can HÅG create a movement movement that starts at your desk?
THE BRIEF
THE INCITERS WHO FAN THE FLAME
Free-spirited desk dwellers.
The office is not a gym.
Procrastination places: Twitter, Facebook, Email, Blackberry, Toilet, Kitchen.
TALK VALUE
How can a chair make you move?
Honesty: making good chairs isn’t enough.
HÅG’s philosophy: a passion for movement.
Sitting increases risk of death, obesity, disease.
The 30 minutes of recommended activity a day is not enough.
We spend more time sitting at a desk than lying in bed, 9.3 hours compared to 7.7 hours.
Do you spend more on your bed than your chair?
THE BRIEFSPARK
Sitting is killing you.
#2
"continually creating ways to keep your hair looking undeniably fabulous"
IDEA ON THE RISE
age
hairlength
age
hairlength
VS.
age
hairlength
VS.
Idea on the rise: Doomed to have Mom hair
THE BRIEF
THE CRUX OF THE CHALLENGE
How can John Frieda convince women to stop giving in to ‘mom-hair’?
THE BRIEF
THE INCITERS WHO FAN THE FLAME
Tress Revolutionaries.
Long hair is not appropriate for grown-ups.
Hair salons, girlfriend trips, book club, Facebook, among daughters and mothers.
TALK VALUE
Those aged over 65: 60% of them feel younger than their age.
Short hair is the new mum jeans.
Older women are feeling pressure to cut their hair short.
John Frieda’s products protect long hair.
Product line for hair repair and frizzy hair.
THE BRIEFSPARK
Wear your hair long.
#3
“Giving people the power to share and make the world more open and connected.”
70% of users outside the United States
500 million active users
700 billion minutes per month on Facebook
44,798,032 people like this
IDEA ON THE RISE
#4 I wish I had stayed in touch with friends
#4 I wish I had stayed in touch with friends
Idea on the rise:Keep your friends close
#4 I wish I had stayed in touch with friends
THE BRIEF
THE CRUX OF THE CHALLENGE
How can we get friends to view Facebook as the path to deeper relationships?
THE BRIEF
THE INCITERS WHO FAN THE FLAME
Connection seekers.
Facebook is all pokes from strangers.
Real-world meet-up places: Bars, restaurants, gyms. Encourage connection on Facebook itself.
TALK VALUE
Positive psychology findings: relationships are key to a happy life.
Real moments combined with digital moments can strengthen relationships.
Top regret on a death bed: not staying close with friends.
Friends don’t make themselves.
Focus on three relationships a week.
THE BRIEFSPARK
Don’t die old and lonely.
GO FORTH AND TRY IT YOURSELF
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