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THEARCHITECTSFUTURELABWeassistMarketerstomaximisethereturnontheirinvestmentsInnovatorstocreatemoresuccessfulpropositions.CEO’stogrowprofitsthroughcustomer-centricity.AthensBrusselsBucharestHamburgIasiKievMoscowShanghaiSomeCredentialsAstraZenecaDeloitteFortisInvestmentsHeinekenHewlettPackardLegoMobistarSpecialRelationshipGemaltoLexusPhilipsPireausCHANGEMARKETING?YESWECAN.DIGITALEDITIONFUTURELABFlashback2006:IAmTheMediaFUTURELABAlways&almostalways;88%Abouthalfthetime;7%Hardlyever;3%Never;6%UKDVRownerswhofast-forwardtheadverts(%ofrecordedprogrammes)Source:OfcomResearch,February-March2008EuropeWestEuropeEast/MECE/通用格式CE/通用格式CE/通用格式CE/通用格式20082013DVRGrowthbyRegion(millionsofunits)Source:InformaTelecoms&Media,Q4-2008TVAdsarebeing“tunedout”FUTURELAB“Theworkersshouldappropriatethemeansofproduction”Afterall,thereisaneverexpandinguniversetoplaywithFUTURELAB“Theproblemisnotthe[online]medium,theproblemisthemessage,andthefactthatitisnottrusted,notwanted,andnotneeded”EricClemons“Informed”consumersaremuchlessreliantonadvertisingforproductinformationOutof20mediacompanyblogsare“leasttrusted”sourcesofinformation.Consumerproductratings/reviewsarethesecondmosttrustedsource.(Forrester,Q2-2008FUTURELABRelevanceEngagementReputationRelevanceEngagementReputation€FUTURELABANOPENSOURCEMODELBRAND-CENTRICCOMMUNICATIONPLANNINGHUMAN-CENTRICCOMMUNICATIONPLANNINGTomakemepayattention,stoplookingatyourselfFUTURELABStartsfromwhatthebrandwantstosayandhowtoefficientlygetittopre-definedhomogeneousaudiences.Startsfromwhatthecustomerswantto“hear”andandbeingrelevanttotheirsituation,environment,interestsandneeds.relevance=f(personality,need,situation)Whatwouldthismanwanttohear?HumanCentricCommunicationPlanningFUTURELABTODAY:Takeyourexistingplanandaskyourself“what’sinitforthecustomertogivemehismedia-time?”HowcanImakeitmorerelevantandinteresting?Andifyoudon’tknow,gointothestreetandask.ProjectBattlecry:Challenge1IntroduceHuman-CentricCommunicationPlanningFUTURELABSTRUCTURALSOLUTIONEstablisha“humandriven”communicationplanningmodel