October 18th, 2011HYPE – Tom Theys & Heather LeFevre
the Strategic Leap
Let’s get to know each other.
© AMC
A few words about ourselves.
Tom Theys
Heather LeFevre
No kidding!
Now let’s get started.
Via LaVieBoston.com, found by dannidupa
A definition
WTF is a planner?
A planner creates directions.
A creative director directs creatives.
The strategic leap
A definition
WTF is a strategy?
Strategy =
a plan of action designed to achieve
a particular goal.
Hi, I’m the client.
I have a problem.
Hi, I’m the creative.
I have many problems.
Hello, I’m the planner!Boy! Do you have a problem…
Being bought. Being talked about.
The challenge:marry them
F.U.Q.FREQUENTLY UNASKED QUESTIONS
Frequently unasked questions Where does the strategy come from?
What’s a strategy good for?
How to check if I’m on the right track?
What’s good and bad? And in between?
Why don’t the creatives do what I tell them?
How can I build up to a solid strategy?
A few rules of Tomthumb
It’s the economy, stupid!
Find the business challenge
© GETTY IMAGES
Find the business challenge
Step 1
Link to what’s on in society
Link to what’s on in society
Step 2
Define the role of your brand
Define the role of your brand
Step 3
Make it sound fresh and new
Make it sound fresh and new
Step 4
© PHOTOTFUNIA
H Y P E
Honda GRRR
1. Business challenge?
2. In sync with society?
3. Role of the brand?
4. Fresh & new?
H Y P E
Best job in the world
1. Business challenge?
2. In sync with society?
3. Role of the brand?
4. Fresh & new?
H Y P E
Domino’s
1. Business challenge?
2. In sync with society?
3. Role of the brand?
4. Fresh & new?
HOW DO I GET
THERE?
Ok, but uhm…
7 tips & tricksbefore I retire
1. Find the real problem
Ex: IKEA and Swedish design in UK
2. Find the 3rd way
Ex: weekendesk / Bongo, Dulux – colour project
3. Find an other market
Ex: Playstation isn’t a game console, it’s home entertainment
4. Find a bigger meaning
Ex: Olive oil isn’t about oil, it’s about a healthy ‘ceasing life’-styleEurostar isn’t a train, it’s a destination
5. Look for ‘the other side’
Aka: what is surprisingly uncommon?
Ex: Dove – real women, Ebay – unwanted presents, Burger King – delist the Whopper
6. Use a distant parallel
AKA: steal great ideas« the Rolls Royce of beers », …
Ex: IKEA – shopwalk based on MoMA New York
7. First prove, then promise
AKA: if I can’t see it, it doesn’t exist
Ex: Domino’s Pizza, MELK – Leon case, $73.000 bar tab
About the task.
WTF?Make a ‘point’ -> strategic recommendation
Present it on December 13
Max 20 minutes
Work and present in team
Theme:
City Marketing
Client:
Brussels (region or city)
Task:
3 to choose from
© PHOTOTFUNIA
Pick one:
OPTION 1
Attract students to
come to study in Brussels
OPTION 2
Make Brussels attractive as a business city
OPTION 3
Attract wealthier families to come and
live in Brussels
So what to do?
Don’t follow this scheme rigourously but remember to be clear on:
‘Business’ objective: What do you want to achieve?
Insight / change:Who’s the target?
What change do you want them to make?
Strategic idea:What would be the idea to make that change?
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