1. NOISY THINKING
Planning
and The Bigger Game
Adam Morgan
@eatbigfish

2. IF YOU ARE VERY QUIET, YOU CAN HEAR A
SOUND

4. MCKINSEY VISUAL

7. 8

8. PIERRE CLIPS

10. IT WASN’T ALWAYS LIKE THIS

11. TWO WAYS YOU CAN
TAKE THIS

12. OPTION 1: SO WHAT?

14. OPTION 2: PUT YOURSELVES AT THE CENTRE
OF THE BIGGER GAME

15. GOOD PLANNING HAS SOMETHING UNIQUELY
POWERFUL TO OFFER HERE
• A rigorous and stimulating question hierarchy
• Creative curiosity
• Consumer intimacy
• Deep understanding of the power of brands and ideas
• Logic and Magic

16. GOOD PLANNING HAS SOMETHING UNIQUELY
POWERFUL TO OFFER HERE
• A rigorous and stimulating question hierarchy
• Creative curiosity
• Consumer intimacy
• Deep understanding of the power of brands and ideas
• Logic and Magic
...And the competition is often woefully weak here

17. WHAT ARE THE SHIFTS TO BE MADE?
From To
• Comms problem • Business Problem
• Apostles of the new • The best strategic problem
solvers a client has available
• Talking brilliantly to each other • Authority within CMO
community
• Random browsing and sharing • Disciplined R&D
• Wellcome Foundation • Mainstage at Cannes

18. MY OWN BUSINESS MODEL WAS INSPIRED BY MY
FRUSTRATION AT WHAT AGENCIES WEREN’T DOING
22

19. MY FOUR POINT PLAN FOR PLANNING
Level 1: Grind your teeth much louder. Don’t be happy playing the smaller
game. Want to influence the perceived value of Planning and
Agencies in the Bigger Game

20. MY FOUR POINT PLAN FOR PLANNING
Level 1: Grind your teeth much louder. Don’t be happy playing the smaller
game. Want to influence the perceived value of Planning and
Agencies in the Bigger Game
Level 2: Raise your own game. Develop a higher level of expertise yourself.
Move beyond being a stimulating but anecdotal apostle of the
new. This will require your own personal R&D, and a focus less on
other planners and more on your clients. Find out more about
their AOP, and the value you could bring to that.
.

21. MY FOUR POINT PLAN FOR PLANNING
Level 1: Grind your teeth much louder. Don’t be happy playing the smaller
game. Want to influence the perceived value of Planning and
Agencies in the Bigger Game
Level 2: Raise your own game. Develop a higher level of expertise yourself.
Move beyond being a stimulating but anecdotal apostle of the
new. This will require your own personal R&D, and a focus less on
other planners and more on your clients. Find out more about
their AOP, and the value you could bring to that.
Level 3: Develop a higher level of authority and expertise for your company.
Find innovative ways to drive real R&D within it, beyond demanding
more budget. Help reinvent the business model. Be the architects
and drivers of this evolution

22. MY FOUR POINT PLAN FOR PLANNING
Level 1: Grind your teeth much louder. Don’t be happy playing the smaller
game. Want to influence the perceived value of Planning and
Agencies in the Bigger Game
Level 2: Raise your own game. Develop a higher level of expertise yourself.
Move beyond being a stimulating but anecdotal apostle of the
new. This will require your own personal R&D, and a focus less on
other planners and more on your clients. Find out more about
their AOP, and the value you could bring to that.
Level 3: Develop a higher level of authority and expertise for your company.
Find innovative ways to drive real R&D within it, beyond demanding
more budget. Help reinvent the business model. Be the architects
and drivers of this evolution
Level 4: Market Planning and the value of Agencies as brilliantly as you help
your clients market themselves. Let me read about Planning in the
FT. Have world famous ongoing R&D projects, whose latest outputs
clients want to hear.

23. NOISY THINKING