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Network2010 david hackworthy
Do r ot hy h a d a c h o i c e
Th e c h a n g i n g f a c e
  o f t h e p l an n e r
Yo u d o n t   n e e d p l an n e r s
A pl a n n e r i n t h e wor k s ?
A pl a n n e r i n t h e wor k s !
Ho w g o o d p l a n n i ng he l p s
Ho w g o o d p l a n n i ng he l p s
Ho w g o o d p l a n n i ng he l p s
Ho w g o o d p l a n n i ng he l p s
Th e i n c r e a s i n g b a n d wi d t h
          of pl anni ng




BUSI NESS     BRAND        CONSUMER         CREATI VE   CHANNELS   EFFECT
Th e i n c r e a s i n g b a n d wi d t h
          of pl anni ng




BUSI NESS     BRAND        CONSUMER         CREATI VE   CHANNELS   EFFECT
Th e i n c r e a s i n g b a n d wi d t h
          of pl anni ng




BUSI NESS     BRAND        CONSUMER         CREATI VE              EFFECT
                                                        CHANNELS
Th e i n c r e a s i n g b a n d wi d t h
          of pl anni ng




BUSI NESS     BRAND        CONSUMER                                EFFECT
                                            CREATI VE   CHANNELS
Th e i n c r e a s i n g b a n d wi d t h
          of pl anni ng




BUSI NESS     BRAND        CONSUMER                                EFFECT
                                            CREATI VE   CHANNELS
Th e i n c r e a s i n g b a n d wi d t h
          of pl anni ng




BUSI NESS     BRAND        CONSUMER                                EFFECT
                                            CREATI VE   CHANNELS
Th e i n c r e a s i n g b a n d wi d t h
          of pl anni ng




BUSI NESS     BRAND        CONSUMER                                EFFECT
                                            CREATI VE   CHANNELS
Th e ma n y f a c es of           pl a n n i ng




THE MARKET MAKER       THE         THE            THE          THE         THE ECONOMETRI CI AN
                   VI SI ONARY   NUGGET        I DEATOR   TRANSMEDI ATOR
A t i me o f   t r a n s f o r ma t i o n
A t i me o f
            t r a n s f o r ma t i o n




BUSI NESS         BRAND         CONSUMER   CREATI VE   CHANNELS   EFFECT
Fr o m p r o d u c t i o n
 t o c o -c r e a t i o n
Fr o m ma n u f a c t u r i n g
   t o c o -c r e a t i o n
Fr o m d i s t r i b u t i o n
   t o c o -c r e a t i o n
A t i me o f
            t r a n s f o r ma t i o n




BUSI NESS         BRAND         CONSUMER   CREATI VE   CHANNELS   EFFECT
Fr o m p y r a mi d s
 t o pos i t i ons
A t i me o f
            t r a n s f o r ma t i o n




BUSI NESS         BRAND         CONSUMER   CREATI VE   CHANNELS   EFFECT
Fr o m s ee k i n g o u t   opi ni ons
 t o s i f t i n g t h r ou g h o p i n i o n s
Th e v a l u e o f   i ns t i nc t




                                     Yo u    got     t o k n o w wh e n t o h o l d
                                             'e m,   k n o w wh e n t o f o l d         'e m.
                                        Kn o w wh e n t o wa l k a wa y a n d
                                                           k n o w wh e n t o r u n .
                                                                  Kenny Roger s : The Gambl er
A t i me o f
            t r a n s f o r ma t i o n




BUSI NESS         BRAND         CONSUMER   CREATI VE   CHANNELS   EFFECT
Fr o m mes s a g e s
 t o me c h a n i s ms
 t o me c h a n i s ms
 t o me c h a n i s ms
A t i me o f
            t r a n s f o r ma t i o n




BUSI NESS         BRAND         CONSUMER   CREATI VE   CHANNELS   EFFECT
Fr o m p u r c ha s e f u n n e l s
 to piste maps
A t i me o f
            t r a n s f o r ma t i o n




BUSI NESS         BRAND         CONSUMER   CREATI VE   CHANNELS   EFFECT
Fr o m p o i n t   i n t i me
 t o r eal   t i me
 t o r eal   t i me
W at
       h         d o e s t h i s al l me a n
                 f or pl anni ng?




   BUSI NESS           BRAND              CONSUMER           CREATI VE         CHANNELS         EFFECT




     Fr om              Fr om        Fr om s eek i ng           Fr om       From purchase   Fr om poi nt
pr oduc t i on    py r ami ds t o   out t o s i f t i ng   mes s ages t o     channels to   of t i me t o
   t o c o-        pos i t i ons         t hr ough         mec hani s ms                    r eal t i me
 c r eat i on                            opi ni on
                                                                              piste maps
Th e T Pe r s o n
T i s f or t a s k




BUSI NESS      BRAND      CONSUMER   CREATI VE   CHANNELS   EFFECT
T i s f or t a s k




BUSI NESS      BRAND      CONSUMER   CREATI VE   CHANNELS   EFFECT
T i s f or t a s k




BUSI NESS      BRAND      CONSUMER   CREATI VE   CHANNELS   EFFECT
T i s f or t a s k




BUSI NESS      BRAND      CONSUMER   CREATI VE   CHANNELS   EFFECT
T i s f or t a s k




BUSI NESS      BRAND      CONSUMER   CREATI VE   CHANNELS   EFFECT
So me t a s k s we a r e
     wo r k i n g o n




   Ho w s h o u l d we d o t h i s y e a r s
    Te s c o Ch r i s t ma s c a mp a i g n ?
So me t a s k s we a r e
     wo r k i n g o n




Ho w d o we ma k e Te s c o No n -Fo o d a s
     s u c c e s s f u l a s Te s c o f o o d ?
So me t a s k s we a r e
     wo r k i n g o n




 Ho w d o we l a u n c h Ro g e r s Co f f e e
         Es t a t e s i n t h e UK?
I m t h e t a s k ma s t e r   !
Network2010 david hackworthy

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Network2010 david hackworthy

  • 2. Do r ot hy h a d a c h o i c e
  • 3. Th e c h a n g i n g f a c e o f t h e p l an n e r
  • 4. Yo u d o n t n e e d p l an n e r s
  • 5. A pl a n n e r i n t h e wor k s ?
  • 6. A pl a n n e r i n t h e wor k s !
  • 7. Ho w g o o d p l a n n i ng he l p s
  • 8. Ho w g o o d p l a n n i ng he l p s
  • 9. Ho w g o o d p l a n n i ng he l p s
  • 10. Ho w g o o d p l a n n i ng he l p s
  • 11. Th e i n c r e a s i n g b a n d wi d t h of pl anni ng BUSI NESS BRAND CONSUMER CREATI VE CHANNELS EFFECT
  • 12. Th e i n c r e a s i n g b a n d wi d t h of pl anni ng BUSI NESS BRAND CONSUMER CREATI VE CHANNELS EFFECT
  • 13. Th e i n c r e a s i n g b a n d wi d t h of pl anni ng BUSI NESS BRAND CONSUMER CREATI VE EFFECT CHANNELS
  • 14. Th e i n c r e a s i n g b a n d wi d t h of pl anni ng BUSI NESS BRAND CONSUMER EFFECT CREATI VE CHANNELS
  • 15. Th e i n c r e a s i n g b a n d wi d t h of pl anni ng BUSI NESS BRAND CONSUMER EFFECT CREATI VE CHANNELS
  • 16. Th e i n c r e a s i n g b a n d wi d t h of pl anni ng BUSI NESS BRAND CONSUMER EFFECT CREATI VE CHANNELS
  • 17. Th e i n c r e a s i n g b a n d wi d t h of pl anni ng BUSI NESS BRAND CONSUMER EFFECT CREATI VE CHANNELS
  • 18. Th e ma n y f a c es of pl a n n i ng THE MARKET MAKER THE THE THE THE THE ECONOMETRI CI AN VI SI ONARY NUGGET I DEATOR TRANSMEDI ATOR
  • 19. A t i me o f t r a n s f o r ma t i o n
  • 20. A t i me o f t r a n s f o r ma t i o n BUSI NESS BRAND CONSUMER CREATI VE CHANNELS EFFECT
  • 21. Fr o m p r o d u c t i o n t o c o -c r e a t i o n
  • 22. Fr o m ma n u f a c t u r i n g t o c o -c r e a t i o n
  • 23. Fr o m d i s t r i b u t i o n t o c o -c r e a t i o n
  • 24. A t i me o f t r a n s f o r ma t i o n BUSI NESS BRAND CONSUMER CREATI VE CHANNELS EFFECT
  • 25. Fr o m p y r a mi d s
  • 26. t o pos i t i ons
  • 27. A t i me o f t r a n s f o r ma t i o n BUSI NESS BRAND CONSUMER CREATI VE CHANNELS EFFECT
  • 28. Fr o m s ee k i n g o u t opi ni ons
  • 29. t o s i f t i n g t h r ou g h o p i n i o n s
  • 30. Th e v a l u e o f i ns t i nc t Yo u got t o k n o w wh e n t o h o l d 'e m, k n o w wh e n t o f o l d 'e m. Kn o w wh e n t o wa l k a wa y a n d k n o w wh e n t o r u n . Kenny Roger s : The Gambl er
  • 31. A t i me o f t r a n s f o r ma t i o n BUSI NESS BRAND CONSUMER CREATI VE CHANNELS EFFECT
  • 32. Fr o m mes s a g e s
  • 33. t o me c h a n i s ms
  • 34. t o me c h a n i s ms
  • 35. t o me c h a n i s ms
  • 36. A t i me o f t r a n s f o r ma t i o n BUSI NESS BRAND CONSUMER CREATI VE CHANNELS EFFECT
  • 37. Fr o m p u r c ha s e f u n n e l s
  • 38. to piste maps
  • 39. A t i me o f t r a n s f o r ma t i o n BUSI NESS BRAND CONSUMER CREATI VE CHANNELS EFFECT
  • 40. Fr o m p o i n t i n t i me
  • 41. t o r eal t i me
  • 42. t o r eal t i me
  • 43. W at h d o e s t h i s al l me a n f or pl anni ng? BUSI NESS BRAND CONSUMER CREATI VE CHANNELS EFFECT Fr om Fr om Fr om s eek i ng Fr om From purchase Fr om poi nt pr oduc t i on py r ami ds t o out t o s i f t i ng mes s ages t o channels to of t i me t o t o c o- pos i t i ons t hr ough mec hani s ms r eal t i me c r eat i on opi ni on piste maps
  • 44. Th e T Pe r s o n
  • 45. T i s f or t a s k BUSI NESS BRAND CONSUMER CREATI VE CHANNELS EFFECT
  • 46. T i s f or t a s k BUSI NESS BRAND CONSUMER CREATI VE CHANNELS EFFECT
  • 47. T i s f or t a s k BUSI NESS BRAND CONSUMER CREATI VE CHANNELS EFFECT
  • 48. T i s f or t a s k BUSI NESS BRAND CONSUMER CREATI VE CHANNELS EFFECT
  • 49. T i s f or t a s k BUSI NESS BRAND CONSUMER CREATI VE CHANNELS EFFECT
  • 50. So me t a s k s we a r e wo r k i n g o n Ho w s h o u l d we d o t h i s y e a r s Te s c o Ch r i s t ma s c a mp a i g n ?
  • 51. So me t a s k s we a r e wo r k i n g o n Ho w d o we ma k e Te s c o No n -Fo o d a s s u c c e s s f u l a s Te s c o f o o d ?
  • 52. So me t a s k s we a r e wo r k i n g o n Ho w d o we l a u n c h Ro g e r s Co f f e e Es t a t e s i n t h e UK?
  • 53. I m t h e t a s k ma s t e r !