Are Penguin the new Innocent?

OK I must be the last one in the world to put all the pieces together.

We've all been blogging and writing presentations and brand models that unpack, deconstruct and reassemble Innocent in the minutest detail.

But I think there's a new kid on the block. One that doesn't have a planning guru (that I know of) at the helm, but a brand that really gets the new world of marketing.

And it's Penguin.

I've just received the Clay Shirky book to review and blog - (thanks Rachelc for the image) and in so doing, the distributed web presence created by this marketing tactic becomes a living case study for the book's main tenets.


But it's all the other stuff, separate but coherent that makes it pure planning gold. They just do all the stuff we spend our lives trying to persuade 'brand' marketers to do.

I think all my digital strategies are going to look a little bit like this in future.

Branded content and the consumer experience

Tomorrow evening I'm doing a little talk to branded content producers here. It's free to come, but you just have to register. Here's the script, but I promise there'll be pictures.

I’m a consumer planner – which means I sell guns and drugs to minors. Or that's what I tell my mum.

Really though, I’m supposed to know everything there is to know about a brand’s consumers and turn that insight into the basis of a great creative idea.

In other words, I should just know how you should sell guns and drugs to minors, rather than actually do it myself.

So I’d like to talk about the consumer perspective a little bit, and how it’s often at odds with that of the brand.

Let’s start with the brand managers’ view of the world.

They liken themselves to media owners – they pay for someone’s time and attention and fill that time and attention with content. Traditionally that content has been advertising.

I think traditional brands operate in an Attention Economy.

What is that, then?

Wikipedia defines it like this: Attention economics is an approach to the management of information that treats human attention as a scarce commodity

And … "Attention economics today is primarily concerned with the problem of getting consumers to consume advertising. Traditional media advertisers followed a model that suggested consumers went through a linear process they called AIDA - Attention, Interest, Desire and Action. Attention is therefore a crucial and the first stage in the process of converting non-consumers. Since the cost to transmit advertising to consumers is now sufficiently low that more ads can be transmitted to a consumer than the consumer can process, the consumer's attention becomes the scarce resource to be allocated”.

There are advertising memes floating around regarding the attention economy, that consumers sell the right of brands to invade their privacy, based on how ‘important’ they are as consumers, and the amount of time they’re willing to give up to advertisers. How many of you would you be prepared to do that?

Here are some stats about the attention economy.

James Gleick says that each generation of consumers has 8000 times the amount of information available to them than the previous generation.

The Henley Centre says that 63% of us don’t have enough time to get things done in their daily lives – yet consumers in Western Europe are expected to see and somehow process 3500 ads a day.

The ad agency Leo Burnett have a study that people are only likely to engage with 3 of those 3500 messages a day.

So brands are obsessed with cutting through the clutter – and think that by re-forming content (ads) into new emerging media opportunities – like Advertiser Funded Programming – that they will be able to bypass the traditional channels and get their brand in front of people in new and exciting ways.

Audi set up the Audi TV channel to avoid clutter, and create advocacy (and presumably repeat purchase) among brand obsessives. It cost them £8m a year to run.

Land Rover do a similar thing on internet TV to the tune of £400,000 a year.

BBH, Audi’s ad agency, say that “Success won’t be defined by viewing figures or the number of sales generated, it will come down to how effectively the channel impacts on consumers’ perceptions of the Audi brand." But, just as a theoretical exercise, for a positive return on investment, Audi have to be sure to sell about 2100 extra cars because of Audi TV. I don’t know what their viewing figures are like but 2100 cars is about 4% of their total sales. Hmmm.

Here’s another stat from the attention economy. 92% of all email traffic is spam and open rates are plummeting. So, before you design another email campaign for your brand, think: does anyone care?

And another: only 1 in 10 people believe the ads on ITV are truthful

Another – and a media observation this time, so I defer to Jo to confirm or otherwise. But I was told recently by a media agency that we’ve reached a tipping point – the majority of terrestrial TV ads are now no longer seen, because of filters – such as timeshifting, view-on-demand, and ad-zapping on PVRs.

The advertising industry is at a crossroads of consumer confidence and trust

So I have a theory that branded content isn’t the new delivery mechanism of choice for media-savvy brand marketers, it’s just another form of invidious spam. It’s Ad-Voided by the consumer.

The consumer’s economy isn’t one of selling their attention to advertisers.

Here’s a ‘day-in-the-life’ of a medium web-savvy housewife, which I found on the web. The schedule, not the wife, that is. It’s from the US but I think it still holds true.

Morning:

Check e-mail on Hotmail

Searches on Google

Spend time responding to and e-mailing friends + family

Checks out links from friends (recommendations)

Browses real estate sites (it's a hobby)

Afternoon

Checks e-mail

Searches on Google

Watches a video on YouTube

Browses Ebay

Browses travel deals on Expedia

Checks Facebook

Browses Craigslist

Late Afternoon

Plays with kids on Webkinz, Noggin etc.

Checks e-mail

Searches on Google

Browses real-estate sites

Evening

Checks e-mail

Checks status on Facebook

Watches TV on DVR

Not one banner is clicked, or pop-up reacted to. People are using applications not branded content.

So I have a theory that the consumer’s economy is an Application Economy.

In an application economy, there are 3 key rules.

And my argument this evening is that by applying these 3 rules to Branded Content projects, you can create truly meaningful, original, and relevant solutions.

1. Stuff has to be USEFUL

2. Stuff has to be INTERESTING (and sometimes that means it shouldn’t try to have the brand all over it)

3. Stuff has to be UBIQUITOUS

1. USEFULNESS

As Darmano.typepad.com puts it: “Any experience is useful when it's meaningful and serves a purpose. Currently much of marketing still breaks down into self-serving gimmicks and interruptions that offer little value.”

Here’s a nice quote on the same theme: "For the same budget and energy as we expend on current forms of advertising, we could be making something more tangible, useful and reusable that plays a more integral part in the consumer's life.” Benjamin Palmer, Barbarian Productions (US)

So Usefulness means “Brand[-ed communications] being genuinely useful to their customers, employees, suppliers and the people they touch” Jonny Vulkan, Anomaly.

Rule 1 is Usefulness, and understanding what the brand’s consumers would find truly useful, not junky or poor quality.

2. INTERESTINGNESS

The challenge laid down by the Henley Centre, from the consumer perspective, is that consumers don’t put those 3500 ads in a box marked ‘advertising’.

Ads are competing against culture – movies, theatre, music and so on, and they’re competing with other things that demand our attention, like our work email and powerpoint.

So ads - branded content - has to be ‘worth’ people’s time and attention; worth reading, watching or interacting with. It has to be more interesting than the TV that surrounds it.

The problem is that brand marketers and their agencies see something interesting, like this and they think wow, that would be cool to recreate, but in a branded context, and then they have to film it and stick it on YouTube and behind the Red Button and do a microsite.

But being interesting might mean shutting up - being less branded, being intruiging, and letting the consumer work things out for themselves.

So, my 2^nd Rule is to make things Interesting, and to really understand, better than anyone else, what interesting means to the consumer in relation to the brand and the proposed form of content.

3. UBIQUITOUS

We live in a hugely fragmented media world. We’re consuming more media, but less of each, than ever before.

So advertisers have many more consumer touchpoints available to them, and the temptation is to fill those touchpoints, and with integrated or ‘matching luggage’ ads across all those touchpoints

This is like pushing messages at people in the vague hope that they’ll stick.

The consumer experience is one of pull, not push. That consumers will assemble their preferred view of a brand based on the experiences they want of it, that they find interesting and useful. They will seek out the building blocks – what Jeremy Bullmore called in the 1960’s the ‘sticks and straws of experience’ – they want, not the ones the advertiser wants.

The agency – and content producers’ – challenge is to divide up everything they want to say and distribute it in independent, bite sized nuggets across the available touchpoints. The media agency Naked call this transmedia planning.

The art of this approach lies in being able to let the consumer create a meaningful story, over a sustained period of time. This requires skills of narrative and storytelling – of plotting out consumer experiences and how to keep them gripped to your message. I think content producers will be better skilled than many ad agencies in this sort of area – in terms of plotline and serialisation. For instance When Shell wanted to create a 9 minute TV ad, their agency, JWT turned to film directors and producers to create an extended narrative that could be run in different timelengths and formats across a variety of screen based media.

And this narrative ability isn’t exclusive to film based media – BMW successfully ported their Films branded content campaign to iPods via audiobooks.

So my 3^rd Rule is Ubiquity – creating a story for the brand that unfolds over time and across different media, on the consumer’s terms, that harnesses the skills of programme and film makers.

Summing up then

I think the brand’s view of the world is usually one of competing for paid-for attention through new channels like branded content, AFP and sponsorship idents, but is often at odds with the consumers’ desire for branded content which is 1. useful, 2. interesting (that is, worth it), and 3. unfolds over time.

As the research and analyst company Forrester put it – “Marketers need to partner with agencies [and content producers] that listen instead of shout. It's about shifting from making messages to nurturing consumer connections; from delivering push to creating pull interactions; and from orchestrating campaigns to facilitating [stories]”

So when we’re presented with a brand challenge how would these rules apply, or work from your perspective?

Predictions 2008

Time for some more then. A proper top ten this time, too.

I'm going to be doing the rounds with a little presentation about some thoughts that might affect the planning and comms landscape in 2008 so I'm going to keep this pithy for now. I'll try and link to a powerpoint shortly.

1. Branded Utility - OK before the yawns set in I think 2008 will be the year that brnaded utility goes mainstream as an agency offer. Agencies will need to understand the role products play in people's lives and what people find useful better than they do now, and brands will need to obsess about thier areas of expertise.
2. Soundvertising. Soundtracks for brand experiences, wherever you are.
3. Crowd-creation. the solus act of consumer creation opens up to the participation of crowds. Especially as digital and physical brand experiences try to join up better.
4. We are all linked to celebrity. The degrees of seperation (or linkage) plummet over social networks and we're all giddy with celebrity (aren't we?) so why don't brands start to link us to the famous?
5. Unpimp. I think the VW spot points to a bigger trend - as we move into a more austere and uncertain time, things will get simpler, clear, less ambiguous. Unpimped.
6. Avatising. I don't know if the word works, but rather than come across brands in the places that our avatars roam, I think agencies will start to find ways to put your avatars in their (screen-based) ads.
7. You're not my friend. Brands have the potential to know an awful lot about us - from our LinkedIn and Facebook and MySpace profiles and blogs and everything. I think we might see someone create a way to harvest this data for marketing. And for people to create smart wyas of 'ad-voiding' these freaky advances.
8. Transparent is the new green. Fairly obvious I think - but green marketing isn't enough. Compaines need to be convincing and transparent in their social and environmental policies - as do their agencies. We'll need to offer carbon neutral campaigns, as well as be transparent ourselves.
9. A new line. I hate the snobbery of ATL/BTL (and have worked both sides so can take that position, I think). But a new line is emerging: screen vs off-screen. To win in a screen-based world, we'll see an agency appear in 2008 that truly gets technology, direct marketing and film.
10. Playfulness. Play and fun is hugely underestimated by agencies and brands. I'm talking about more ludic, meaningful and interesting experiences than interactive banners and the odd microsite. Elements of playfulness will be built fundamentally into campaign design.

So, there we go, do you think I'm way off beam, or about right?

Merry Christmas and a Happy New Kwanzaa.

Thin Planning

I was judging some awards yesterday and it really struck me how many entries seemed to be pictures of a problem that someone (probably a client) had identified. Taken in the round, there seem to be relatively few agencies trying to get under the skin of the problem, of the consumer and make a creative leap. Instead they're relying on a bit of data planning or segmentation to mechanise their way to a solution. Of course, this means planning has to be too thinly spread across the industry. Most agencies have a planner, but it has to be a token gesture, on this evidence. I beleive Nike once specified thier agencies sent a planner and a designer to briefings - the 'creative team'. Perhaps the industry needs to realise that it needs planners at breadth and depth if it's going to make work more interesting (and award winning), and thereby make the industry look better, and prevent the brain drain to other sectors like banking.

Flickr fun stuff

First off, Planning Eye has just accepted its 100th member, a planner from Kyoto (hope you don't mind me grabbing the image, Akiyo?). This isn't just a place to grab images for presentations, or to give insight into other places, but is starting to become an exchange of ideas and networking. I only know 18 of these folks personally, and a few more by 'e-' so I think it's terrific everyone's found it and joined in. Onwards and upwards

Secondly, someone found a copy of the creative brief image posted there some time ago. Apparently it's the only creative brief on Flickr found with the search term 'creative brief' - does that make it a Flickr-whack? Have we invented a new form of playtime?

What's in a word?

So integration is what we do, but it's a dirty word. Intermediaries and clients don't like it as it implies a lack of specialisation, yet I don't think I've delivered a campaign in just one channel since about 1996. But blended seems to be a word that's popping up more and more. Blended implies an agency skill in mixing specialisations together around an idea. The ability to blend channels, messages, resources becomes a core competancy, whereas integration is the lowest common denominator? It's only a word change, but maybe that's how memes take hold.

Is blending, then, a core planning task? Are planners well placed to be the agency's internal mixologists? Maybe. If planners are also responsible for finding the strategic idea and turning that into a platform for creative, is it too much power to cede to planning to have them be the people who blend the resources available?

Other Planning Types?

A question really. I've noticed on Planning Eye that we have 75 planners but 2 or 3 folks are urban planners. I think that's quite interesting as their role is probably fairly similar to an ad planner - understanding or predicting a person's behaviour or perceptions when presented with an 'environment'. Maybe closer to digital planning.
I wonder what other industries have planners? Architects? Artists? And what their scope of work looks like? What tools do they use? If you're one, get in touch?
Perhaps it would be cool to have a planners-of-the-world unite wiki or something. Maybe a meta-coffee-morning?

Dear Campaign

Thought I'd send this to Campaign letters in response to their article on DDB integrating its planning department.

Now, don't get me wrong. I love DDB planning. I hope it's not patronising to say that there are at least 2 planners there I'd hire tomorrow if I could. But it does amuse me when Campaign announced the radical reorgaisation of a big blue chip network agency planning department. Obviously, it's nice to see planning at the centre of integration. But there are many smaller, more agile and independent agencies who have been doing interesting things for ages, without the fanfare.

At Chemistry, we have spent 3 years hiring planners with core skills in direct, digital, brand and advertising, and they learn (through training, direction and, frankly, just working together) the skills of the other. The result is a blended, ideas-centric, solution-neutral planning function that punches well above its weight in client reputation surveys.

So, maybe we are entering a new era of integrated planning. Or maybe what I'm really railing at is Campaign's epiphany, or apparent limited interest of what's going on outside the top 10. But I blow a raspberry at the networks who are just now getting it. And welcome the competition of course.

A bit chuffed

Apparently, the Wall Street Journal wanted some thoughts about my blog post about Loopt in my 2007 predictions. In a nutshell, here's what I think: Loopt seems to be at the intersection of a number of trends, which makes it interesting. A lot of the work we’re doing now is digital and we’re always looking at new platforms for communications and creativity, and I think 2007 is going to be a big year for mobile marketing. It’s map-based and I think maps are an increasingly popular and natural interface to data in communications. It’s very web 2.5 in the sense it’s a service that’s always on you. It seems like a natural extension of the increase in mobile IM. And brands are looking constantly for way to create and engage with communities of relevant and like-minded people. Practically every campaign we devise has a social networking component to it. For instance, we can reach audiences comparable to TV through MySpace. Loopt is interesting because it promotes social networking on the users’ terms – its their buddy lists, not ours – and therefore the communities are genuine and real. The challenge is to use services like Loopt in a way that makes sense for our clients’ brands, and for these communities. Also, the really important bit about a successful communication is whether it is timely and relevant, and if people can do something with it, so much the better. Services like Loopt could potentially be great platforms for the delivery of a branded communication with some sort of local geographical fulfilment – perhaps rewarding groups of friends with an offer in a store or coffee shop.

I've been tagged, and I'm actually secretly quite touched. Thanks Luca. I think the rule is that I have to tell you 5 things you don't know about me, and tag 5 others. This reminds me of a little exercise we sometimes use in brainstorms - 2 truths and a lie. Although I'll try not to lie.

I also like the idea of putting everything in lists. I ought to have made a resolution to write all my entries and presentations in lists of ten.

Anyhow, 5 things.

1. I used to travel A LOT. Like 120 times a year. I miss it, I really do.
2. I have a pathological hatred of uniforms and most of the people who wear them (I used to have to wear a suit)
3. The best ad ever was for the Homeless Association of New York, with homeless people singing lines to New York New York. I wanted to cry.
4. I think I have IED - Intermittent Explosive Disorder. It's sort of a trendy new thing to justify flying off the handle. Rudeness, injustice and people who don't think for themselves get my dander up.
5. I hardly ever watch TV and have no idea who the soap characters are or know anything about popular culture, like which band is sleeping with which supermodel. Which is probably a terrible admission by a planner, but I just don't care about it.

That was hard, actually, as I try to be as superficial as possible (is that no 6?).

And I hereby pass the baton to:

Richard. Polymathic colleague who takes nice pictures.
Russell, who I knew before he became famous.
John, for his help and thoughts and ideas.
Nathan, who knows about digital stuff. Go on, ask him.
Bogdana, who flies the flag in Romania.

Headhunters

Now there comes a time when we all need a good headhunter. And I hope there's a good headhunter around when I next might need one. But I hope I haven't annoyed too many of them. Between the job ad on Russell's blog and here, I've had a fair few CV's and I gather there might be some unimpressed headhunters out there. Sorry about that.

But they've all been interesting CV's - and some approaches have been really innovative. I've been really blown away, in fact. And that these folks have come through these channels says oodles about them - by default, web savvy, involved in the community of planning, and Russell's site is as good as a recommendation as you need.

Perhaps, and here's the kicker, we need to build a community around our headhunters - perhaps a blog or knowledge exchange or virtual book club - where we can keep in touch with our headhunters and they, us. And jobs and candidates somehow magically get connected up. It's time to get with the programme.

The future of TV advertising? Admovies: a theory.

It seems like planning is trying to position itself (sensibly) as the driving force, or glue, for the new media landscape. You know, how to balance TV with digital with all the other channels, fragmentation and consumer media-pull.

I was talking to Richard today about what the new communication model looks like and remembered some of the things people talked about tha the APG Big Thinking day last week. That TV is still tremdously powerful to touch people's emotive core, that even in a consumer-pull media world, repetition is still important. Jonathan from PHD was talking about how TV needs to borrow more from Hollywood. My agency is built on 'entertainment' in communications as a core principle, so I agree.

So here's a theory, I think we're going to see much longer TV spots in the new world. We're going to see a renaissance of great TV commercials, but they're going to epxlore a broader emotional spectrum - be scary, shocking, sad, funny - all in the same spot. Mini-movies. 3 minutes, 6 minutes or whatever. More like BMW films but served up in ad breaks.

We haven't quite figured out what the rest of the communications might look like yet - more to follow on this. But I do think that these new spots aren't the natural province of 'TV agencies'. Just because you can tell a simple, short, one-dimensional story in 30 seconds, there's no guarantee those skills will translate to creating admovies.

Yep, Chemistry is looking for a planner, so if you are a mid-level or fairly senior planner and fancy a change to work at an independent, interesting, integrated agency, drop me a line.

And as you can see I'm loving Spell with Flickr