Utopia: Communications Planning tool
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The Utopia Ideation Toolkit is designed to guide strategic teams in developing innovative ideas for digital assignments, fostering collaboration and creativity. It outlines a structured ideation process involving problem owners and facilitators to effectively generate and refine ideas while encouraging transformative branding experiences. By integrating cultural trends and industry insights, it aims to inspire brands to evolve from the ordinary to a 'utopian' state, enhancing engagement and business success.
Utopia: Communications Planning tool
- 1. THE UTOPIA IDEATION TOOLKIT COMING UP WITH STRATEGIC IDEAS FOR CREATIVE ASSIGNMENTS DEC ’14 | Dubai
- 2. The purpose of this document is to give a clear direction to the strategy, accounts and creative teams on how to crack big STRATEGIC ROUTES on digital assignments. While this guiding document doesn’t suggest a hard-and-fast, by-the- book approach, the aim still is to bring a synergy in our collective thinking process.
- 3. Agenda/ On Ideations The Prelude Creative Planning The Utopia model Implementation module
- 4. ““Takes two to tango”Takes two to tango” 1.Conducting an ideation1.Conducting an ideation
- 5. You’ll need two members to orchestrate the perfect ideation session,
- 6. PROBLEM OWNER A member from the accounts/creative team who runs the session FACILITATOR A member from the Strat team who oversees the session
- 7. 1 problem owner to set agenda briefingbriefing ideasideas presentationpresentation 2 problem owner to present research (“right question” and “right answer” for “10 factors”) 3 facilitator to present tool 5 problem owner to jot down the team notes 4 team to contribute on ideas 6 problem owner to combine them 7 facilitator to round up
- 8. ““bit of background”bit of background” 2.Prelude to the platform2.Prelude to the platform
- 9. Remember an old, classic ad? Any old, classic ad.Remember an old, classic ad? Any old, classic ad.
- 10. The narrative always spoke of two worlds.The narrative always spoke of two worlds.
- 11. The plain, old, boring world.
- 12. And the changed, new, exciting one.
- 13. With the brand at the center.
- 14. How many ads like this can you remember?
- 15. And how many brands kept their promise?
- 17. ““the changing face”the changing face” 2.Creative planning and our model2.Creative planning and our model
- 18. Brands are more real than ever.Brands are more real than ever.
- 19. They are everyday touch and feel objects.They are everyday touch and feel objects.
- 20. They are experiences.They are experiences.
- 21. They are encounters.They are encounters.
- 22. Things to write home about.
- 23. Did you see the new ad? Did you experience the new site?
- 24. Now, let’s look at traditional agency branding models
- 25. *Source: Ogilvy
- 26. *Source: BBH
- 27. *Source: TBWA
- 28. *Source: LBi
- 30. What’s common? They all speak of a journey.
- 31. where the plain, old boring world transforms into a sublime, new, exciting state
- 32. An immaculate site experience. An app that turns you into an artist. A branded film that’s pure cinema.
- 33. A moment in time and space where everything is just perfect.
- 34. A state of realized dream we call “utopia”.
- 35. To transform a business is to go from POBW to Utopia.
- 36. Who are we?
- 37. Clique.Clique. A connected agency for the digital age.A connected agency for the digital age. We transform businesses by inspiritingWe transform businesses by inspiriting people.people.
- 38. How do we transform businesses and inspirit people? Business Challenge Say What What Say
- 39. How do we transform businesses and inspirit people? Step 1: Name the problem Step 2: Understand Step 3: Unearth
- 40. All the steps. Step 1: Name the problem Step 2: Understand Step 3: Unearth Step 4: Unravel Step 5: Unify S O L U T I O N
- 41. Team Exercise: Case *X is a client brand of Clique Interactive Let’s try this on brand X. NAME THE PROBLEMNAME THE PROBLEM SAY WHATSAY WHAT WHAT SAYWHAT SAY TRANSFORMS BUSINESS TRANSFORMS BUSINESS INSPIRITS PEOPLEINSPIRITS PEOPLE
- 42. What is the business problem? Group Exercise: 10 minutes
- 43. The first task on any account is to scoped the requirement *From the Clique Creative Briefing deck
- 44. BUSINESS PLAN where is the client’s business headed? ENTERPRISE PLAN who really are we in business with? the stakeholders, the managers, the partners, the local agency? how are they? BRAND PLAN what is the brand about? globally vs. locally. ACCOUNT PLAN what’s on our roadmap with them? COMMS PLAN what have they been saying/doing? what are they going to say/do? CONNS PLAN what touchpoints (across media) are essential for the brand to activate? *From the Clique Creative Briefing deck
- 45. Understand Phase: Answer the “Say What” Group Exercise: 20 minutes
- 46. Things you would want to dig in to. THIS IS THE CLIQUE SIX FACTORS TEST. trends people industry entity medium adversar y
- 47. Understand Phase: Answer the “Say What”
- 48. 1 What are the key cultural trends (societal, technological or economical) around the product or category? Does the brand or the category have any significance culturally? 2 How does the industry sell itself today? What are the emerging features- whether good or bad? What gap existed in the category before our brand came along? What is our greatest strength in the industry? 3 What is the business of the brand? why does the brand exist? what is the world as per the brand ideology? why would people believe in the brand’s story or solution?
- 49. 4 Whom do we attract? what is their belief in the brand? how do they engage with us? what do they think of us? what do they say of us? 5 What is the nature of the medium? what are people expecting from the medium? how does the brand behave in the medium? Is there a media trend that we are expected to ride on? 6 What is the alternative to us? who’s is the closest name? what do they do differently? what else can people cling on to if not us?
- 50. Sample case: A “Say What” to “What Say” in Trends (before) (after)
- 51. Unearth Phase: Think with “What Say” Group Exercise: 20 minutes
- 53. 1 What say we start a movement around our brand? Or a new trend? 2 What say we create a new way of looking at the industry? Or create a new industry altogether? 3 What say we create new ways of using the brand? What if we create a new product or service out of the existing brand?
- 54. 4 What say we create something that changes the way people dealt with our brand? What say we change their current behavior? 5 What say we do something groundbreaking with the medium? What say we change the way people have always thought of it? What say we carve a niche for our brand there? 6 What say we create our own enemy by going against own old norms and beliefs? And then slowly transform ourselves into it?
- 55. And ideas ensued…. Scribble them away.
- 56. Unravel Phase: Plot ideas Group Exercise: 5 minutes
- 57. # 1 # 2 There are no bad ideas. But then again, bad is not the only negative adjective out there, is it? innovates renovates easy hard
- 58. Unify Phase: Bring solidarity and then evaluate Group Exercise: 10 minutes
- 59. How to make ideas better.
- 60. Meets broader objectives? Yes/No Inspirits people? Yes/No Transforms the business? Yes/No
- 61. Go ahead, make the strategy deck S O L U T I O N
- 62. Thanks. To see an actual case of this tool being applicable to a brand, please get in touch with [email protected].
Editor's Notes
- #17: The first two steps of a magical act – The Prestige (2006)