This document discusses fringe planning and how it can inspire innovators. It outlines how some agencies are establishing venture capital funds to commercialize their own ideas and generate revenue beyond client work. This allows agencies to control their fate and obtain half their revenue from client projects and half from owned intellectual property. The movement of agencies innovating beyond client work is growing as they recruit creative talent and identify consumer needs not met by existing products. Fringe planning could inspire agency innovators by finding solutions to consumer paradoxes and testing early concepts.

1. FRINGE PLANNING
Griffin Farley
Swedish Account Planning Group
Stockholm 2011

2. WHAT . . NO PROPAGATION PLANNING?
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“We want to hear something that nobody has heard before”
- Leon Phang
@theplanninglab
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3. GRIFFIN FARLEY: STRATEGY DIRECTOR
Year 1 Year 2 Year 3-5 Year 6 Year 7-8 Year 9-11 Year 12+
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4. INNOVATION ONE
Gundam Wing meets Warhammer 40K Game
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5. INNOVATION TWO
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Half-Sizes for Women’s Clothing

6. INNOVATION THREE
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Double the brand presence on shelf

7. WHAT DO THEY ALL HAVE IN COMMON?
The client didn’t buy any of these ideas. They were killed.
The ad agency (or brand consulting firm) moved on.
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8. SEGMENTS OF PLANNING
Brand Consulting
Inspires better Marketing
Account Planning
Inspires better Creative
Connection Planning
Inspires better Media/ Context/ Engagement
Comms Planning
Inspires better Campaign Management
Propagation Planning
Inspires better Word of Mouth
Transmedia Planning
Inspires better Storytelling
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Fringe Planning
Inspires better Innovators

9. THESE TOOLS INSPIRE DIFFERENT PEOPLE
Brand Consulting
Strategists inspire Clients in charge of the Brand
Account Planning
Planners inspire Creative Teams
Connection Planning
Planners inspire Media Planners
Comms Planning
Planners inspire Clients in charge of rolling out Campaigns
Propagation Planning
Planners inspire Digital Ninjas/ Social Media Experts
Transmedia Planning
Planners inspire Digital Creative Teams
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Fringe Planning
Planners inspire Creative Technologists/ Inventors

10. THE NEW AGENCY HIRES

11. CREATIVE TECHNOLOGISTS/ INNOVATORS
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12. FRINGE PLANNERS

13. WHO MIGHT INSPIRE THESE PEOPLE?
Fringe Planners
Part Innovator
Part Technologist
Part Naming Specialist
Part Trend Forecaster
Part Account Planner
Part Community Manager
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14. THE VENTURE CAPITAL EFFECT

15. HOW DO AGENCIES INNOVATE?
The question of the decade
Let’s review the situation
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16. TALENT
Ad agencies have recruited some of the most creative
people in the world
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17. BYPRODUCTS
The byproduct of agencies are ideas that don’t get sold,
or they are not appropriate for that particular client
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18. FUNDING
Agencies are establishing venture capital funds
to take their own ideas to market
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19. REVENUE
CLIENTS IP
Agencies want to control their fate and would like half of their
revenue to come from clients and half from IP they own
50% 50%
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20. THE MOVEMENT IS HAPPENING
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21. THE MOVEMENT IS HAPPENING
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22. THE MOVEMENT IS HAPPENING
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23. THE IDEA IS SPREADING
Anomaly (NY, London)
BBH ZAG (NY, London)
KSB+P Ventures (NY)
Deutsch Consigliere (NY)
Trumpet (New Orleans)
Rockfish Interactive (Arkansas, Ohio)
...and many more
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24. AGENCIES OPENING COFFEE SHOPS
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25. AGENCIES STARTING MAKE UP LINES
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26. AGENCIES LAUNCHING SOFTWARE
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27. AGENCIES LAUNCHING SOFTWARE
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http://www.youtube.com/watch?v=kO-eFqFLKtA

28. HOW TO DO IT?

29. DO IT DIFFERENT
Are companies inventing products that their factories can
make, or products they know consumers want to buy?
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30. R&D FORMULATION
R&D people make interesting formulations aimed at filling
important and unmet needs in a category
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31. R&D TO CONCEPT TEST
The marketing department describes these product features
and tests these features with consumers
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32. CONCEPT TEST TO BRAND PERSONALITY
Finally, the marketing people take the winning concept to the
ad agency, which figures out the brand voice and personality
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33. FLIPPING THE R&D PROCESS
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34. WHERE TO BEGIN?
Find the Consumer Paradox
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35. SOLUTIONS TO CONSUMER PARADOXES
Babies scream on airplanes when business travelers want
sleep. OH WELL
A challenging career takes lots of time and investment, but so
does a satisfying home life. OH WELL
People want to be healthy but they also don’t want to make an
extraordinary effort. OH WELL
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36. HOW AGENCY PEOPLE INNOVATE
Name Human Problem
Energy or Conflict or
Design Listen to Complaints
Attraction Tension
Attitude Low Energy Category
Consumer
Insight
Behavior Shifts 36
Technology Shifts
Market Size

37. THE HAPPY MEAL
Bob Bernstein
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38. METHOD
Eric Ryan
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39. AREA/ CODE SOLD TO ZYNGA
Kevin Slavin
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40. FOURSQUARE
Dennis Crowley
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41. WE CAN DO BETTER THAN THIS
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42. SOUTH EAST TOYOTA + 22SQUARED
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43. MY FAVORITE TOOLS

44. READ
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45. MANAGE YOUR TO DO LIST
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46. GET A GOOD NAME
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47. VIRTUALLY INCORPORATE
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48. BUILD A WEBSITE
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49. MEASURE THE TRAFFIC
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50. BUILD AN EMAIL DATABASE
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51. DO CONSUMER RESEARCH
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52. LET PEOPLE VOTE ITEMS UP AND DOWN
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53. BOOKS

54. WHAT I READ
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55. THE QUESTIONS

56. WHAT IF WE INCREASED RETENTION?
What if our employees could ignite their own
ventures with agencies as partners,
increasing retention on projects they own?
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57. CAN AGENCIES DO BOTH?
What if we offered clients both a world class
agency and an idea incubator that created
brand value instead of marketing expense?
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58. BRAND INVENTION
What if in addition to funding Marketing,
our clients were building equity?
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59. ARE AGENCIES ATTRACTIVE?
What if we created an industry where
entrepreneurs brought us their ideas, instead
of a Traditional VC or Angel Investor?
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60. GRIFFIN FARLEY - STRATEGY DIRECTOR
GRIFFIN.FARLEY@BBH-USA.COM
WWW.PROPAGATIONPLANNING.COM
(Coming Soon) WWW.FRINGEPLANNING.COM
CONTACT