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THE FUTURE OF PLANNING
FOcUs
FIGURE 1
GLObAL bRANd
FIGURE 2
JWT Time Metric Scores (Index by country)
PLANNING
Price and value messaging compared to other approaches
(December 2008 to May 2009)
Netherlands 0.8
UK 1.5 6
8
Sweden 1.8
%

Austrialia
P
2.0 r
i
Denmark
c
2.2 e

USA
a
2.4 n
d
Canada 2.7

v
a
France
l
2.9
u
e
Japan
2.9
Spain 3.1
Russia
3.8
e
r
Germany
3.8
3
2
%

O
t
h
Brazil 3.9
Taiwan 3.9
In broader business, too, the ethos of resuscitate brands with e
Mexico
ver-mor4.1e complex
exploration and play is embodied in an methodologChina y and forensic examination of the
5.2
enviable level of entrepreneurialism and
S
elements of mark
outh Korea
eting, developing markets ar
6.2
e
inno vation in developing markets. The World nur
T
turing and f
hailand
eeding their brands with opti-
8.7
Patent Report 2008 shows that Korea and mism and innovation. It is telling that eastern
India
china were in the top five countries in the medicine focuses on prevention and balance,
9.3
world for number of patent filings, and that the while western medicine focuses on cure and
Source: Millward Brown BrandZ, 2008
efficiency of innovation (measured by patent intervention.

Let’s reverse the trend of com-
Source: JWT Anxiety Index (www.anxietyindex.com)
filings per R&d dollar spent) far surpasses that munications services exports by importing
of developed markets. brand play from the very markets in which op-
timism, and brand enthusiasm, is still strong. I
T
............................................................................
IME TO PLAY
recommend Richard E Nesbitt’s The Geography
of Thought for insight on the difference be-
In short, marketing and innovation in develop- tween eastern and western modes of thinking;
ing markets is more likely to engage in what you can decide for yourself if you think this
I would call ‘brand Play’. This idea sees the difference is present within marketing.
brands that we work with as tactile, engaging I wanted to bring brand play to life, so
and fun. They are things we love to play with we’ve built a ‘brand Toy-maker’ at JWT. If any-
and spend time with – not only as consum- one wants to come have a play, let me know.
ers, but also as the people who help to build
............................................................................
them. I believe this outlook should form part
more on the future
of planning in its broadest sense: influencing of planning at
the products we create, our workplaces and
www.warc.com
those of our clients, our view of consumers,
and our retail spaces. From Havaianas and
FIGURE 3
band-Aid designs by Alexandre Herchcovitch
in brazil, to last year’s cannes silver-winning
Market research revenues per head of population ($) 2008
commercial for Happydent in India, there are
28
28.49
many examples of liberated, engaging and fun
work across developing markets. I’m not saying
brand play is limited to these markets. but it is
21.83
fostered and encouraged, and this is something
planning across the globe can learn from as it
21
tackles the threat to brands.
brand play must start with background
knowledge, but then can liberate us to leap
boldly to a trial solution. This solution should
be pioneering, interruptive and creative. The
rest of the endeavour sets out to shape and
challenge that solution, feeding back findings to
4.84
strengthen and reinvent the idea. This means
2.95
that planning should, more than ever, look to
1.19 5
0.44
actively create and experiment, rather than be 3
stuck in thought.
World
North Europe Latin Asia Pacific Middle East 2
Planning across the world should take a America America and Africa
1
look to developing markets for palliative care
Source: ESOMAR Global Market Research Report 2009 and UN population data
for brands. If developed markets are trying to
E
admap February 2010
ADM Feb 32-34 Murphy.indd 3 1/22/2010 15:50:25
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