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The Best Job in the World


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The case for Account Planning as the best job in the world

The case for Account Planning as the best job in the world

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  • 1. THE BEST JOB IN THE WORLDFriday, March 4, 2011
  • 2. ACCOUNT PLANNING Psychology + Journalism + Art + Sociology 2Friday, March 4, 2011
  • 3. ROUTE Strategy’s place in the world History lesson Me What’s great about the job? BSSP- Cases 3Friday, March 4, 2011
  • 4. DEFINITION OF STRATEGY “A careful plan or method...” 4Friday, March 4, 2011
  • 5. STRATEGY IS ALL AROUND US 5Friday, March 4, 2011
  • 6. 6Friday, March 4, 2011
  • 7. Winners Bask in the Glory 7Friday, March 4, 2011Cricket- England win ashes this year- bask in the glory...
  • 8. Strategy = Victory 8Friday, March 4, 2011Relationships, motivation and insight.David Saaker "We put some plans in place, myself and the bowlers, and they executed the plans really well. At the end of the day, coaches are only as goodas their players most of the time it is about building a really good relationship with the five or six I have in the group and tactically taking the opposition apart."All I try and do is stimulate their brainsso they really think about who they are actually playing against.
  • 9. Strategy = Saving 9Friday, March 4, 2011Data smarts. Consultant saved match company money- solution- strike on one side
  • 10. Strategy = Correct Predictions 10Friday, March 4, 2011Shell scenario planned their way around the oil crisis in the early 70s...This group still exists at Shell today and the process can also be found at think tank GBN- global businessnetwork
  • 11. Strategy = Anticipate Next 11Friday, March 4, 2011Netflix going beyond the envelope...people as a strategic assett. Reed Hastings look for his presentations on internal culture
  • 12. Strategy = Anticipate Next 12Friday, March 4, 2011Blockbuster sold yesterday for $290 million- netflix market capitalization is over $10 billion
  • 13. Strategy = Understanding 13Friday, March 4, 2011Scott Atran psychology and anthropology...ronaldoinho, terminator, bin laden- moroccoobama- arrives....
  • 14. Strategy = Understanding “Tipping Point” “10,000 hours” 14Friday, March 4, 2011Makes the complex understandableStorytelling- based on analysis and synthesis..
  • 15. Act first, think later........ 15Friday, March 4, 2011
  • 16. The Father of Account Planning 16Friday, March 4, 2011
  • 17. ACCOUNT PLANNING = BETTER ADVERTISING 17Friday, March 4, 2011Pollit and King at JWT...Pollitt all about ads - King about the brand
  • 18. CHANGE 18Friday, March 4, 2011
  • 19. CHANGE 19Friday, March 4, 2011
  • 20. HE DIDN’T TRUST....... 20Friday, March 4, 2011Did what he/she wanted to do- what was best creatively
  • 21. HE DIDN’T TRUST..... 21Friday, March 4, 2011Servant of the creatives or the client- not objective
  • 22. HE DIDN’T TRUST....... 22Friday, March 4, 2011Lots of scientific testing- BMP model- account planners go out and do the research with consumers in their homes about the work- set up objectives and goals with their clientservice execs
  • 23. NOW: An accepted discipline worldwide Clients demanding it Thousands of planners Beyond advertising- media/Hollywood Skills highly relevant across different fields 23Friday, March 4, 2011
  • 24. ME 24Friday, March 4, 2011
  • 25. First Job- Out of Home Media 25Friday, March 4, 2011
  • 26. Second Job- Predict the Future 26Friday, March 4, 2011
  • 27. Breakthrough 27Friday, March 4, 2011
  • 28. Experience Includes: 28Friday, March 4, 2011
  • 29. WHAT MAKES THE JOB SO GREAT? 29Friday, March 4, 2011
  • 30. Never a Dull Moment 30Friday, March 4, 2011Always working on something new- where are we? where do we want to be? how are we going to get there? The planning cycle....
  • 31. Find and Tell Stories 31Friday, March 4, 2011Getting your ideas across to inspire others- finding interesting ways to do this. Making films- creating presentations, telling human stories- create experiences so others can see
  • 32. Have a Point of View 32Friday, March 4, 2011Doing it with a POV. The imperative is that you must have a thought yourself. An idea that you have to champion others on. Born out of your understanding and brought to life ina way that can help inspire great work
  • 33. Work with Artists 33Friday, March 4, 2011Work with people who do amazing stuff outside work- photographers, artists, screenwriters- culture....Always remember you aren’t the artist, they are
  • 34. Work in Teams 34Friday, March 4, 2011Work with others collectively collaboratively- be a facilitator-bring the best out of others...
  • 35. Work in Teams 35Friday, March 4, 2011this can be challenging....
  • 36. People Overload 36Friday, March 4, 2011Glue in the agency- outside bringing insights in from the outside and talking to people inside...Never at your desk..always in informal meetings, conversations- or out in the fieldlearning about people.Cry...Focus groups...In-home...Notre Dame...
  • 37. LEARN INVALUABLE SKILLS 37Friday, March 4, 2011A strategists skill has broad applications
  • 38. Get to Make Stuff 38Friday, March 4, 2011Influx products -blog/conferences/white papers/consulting
  • 39. Be Transformative 39Friday, March 4, 2011
  • 40. Be Transformative 40Friday, March 4, 2011
  • 41. Be Transformative 41Friday, March 4, 2011
  • 42. WHAT YOU CAN DO? 42Friday, March 4, 2011
  • 43. MAKE THE WORLD BETTER “One of the reasons, I believe, is that humanitarians are abjectly ineffective at selling their causes. Any brand of toothpaste is peddled with far more sophistication than the life-saving work of aid groups. Do-gooders also have a penchant for exaggeration, so that the public often has more trust in the effectiveness of toothpaste than of humanitarian aid.” Nicholas Kristof- NYT-July 8th, 2009 43Friday, March 4, 2011
  • 44. MAKE THE WORLD BETTER 44Friday, March 4, 2011Project some of you worked on -PLANNING FOR GOOD MODEL-
  • 45. MAKE THE WORLD BETTER 45Friday, March 4, 2011Charity Water- No 1 hire was a designer
  • 46. MAKE THE WORLD BETTER 46Friday, March 4, 2011Charity Water- No 1 hire was a designer
  • 47. MAKE THE WORLD BETTER 47Friday, March 4, 2011Alex Bogusky’s Virgin brand for the C21st
  • 48. FIND, CREATE AND BUILD 48Friday, March 4, 2011
  • 49. THIS GUY USED TO BE A PLANNER 49Friday, March 4, 2011
  • 50. STRATEGIC IDEA- WHY? 50Friday, March 4, 2011why is this packaging so boring- if you made it nicer and safer and do it in a way that fitted in with people’s lives- maybe they would have a different attitude
  • 51. FIND, CREATE AND BUILD 51Friday, March 4, 2011
  • 52. FIND, CREATE AND BUILD 52Friday, March 4, 2011Innocent ad guys and consultants made smoothies one weekend - do you like them votes would give up their jobs and start a company...
  • 53. FIND, CREATE AND BUILD 53Friday, March 4, 2011University of Colorado
  • 54. FIND, CREATE AND BUILD 54Friday, March 4, 2011Twitter came out of a brainstorming effort to re-invent a podcasting company..SMS for groups..
  • 55. WHAT ABOUT COMMUNICATIONS? 55Friday, March 4, 2011
  • 56. OPPORTUNITIES IN COMPLEXITY 56Friday, March 4, 2011
  • 57. 57Friday, March 4, 2011So much more complexity- so much more fragmentation- opportunity to bring strategy across the communications arc and into specialist areas
  • 58. The Creative Hydra 58Friday, March 4, 2011Team up with a digital team
  • 59. THE WORLD OF UX 59Friday, March 4, 2011
  • 60. UX- A WORLD OF MULTIPLE POSSIBILITIES 60Friday, March 4, 2011Be the interaction designer- think about possibilities
  • 61. STRATEGY AT BSSP 61Friday, March 4, 2011
  • 62. Our Glorious Founders 62Friday, March 4, 2011
  • 63. BSSP 18 years-old Founders ex-Goodby 170 people Sausalito, LA, NYC Multi-disciplinary Named Adweek’s Small Agency of the Decade in 2010 63Friday, March 4, 2011
  • 64. CLIENT LIST 64Friday, March 4, 2011
  • 65. Converse Brand Culture History of grassroots Newly accessible tribes technology Consumer Want to express themselves 65Friday, March 4, 2011
  • 66. CONVERSE: BRAND DEMOCRACY 66Friday, March 4, 2011
  • 67. MINI Brand Culture The environment is the Challenges convention leading concern/issue for the future Consumer Want to save the planet on their terms 67Friday, March 4, 2011
  • 68. Priceline Brand Culture Not about travel, Mindless spending can’t all about saving money continue forever Consumer Hunts for deals and brags about them 68Friday, March 4, 2011
  • 69. QUESTIONS? 69Friday, March 4, 2011
  • 70. HTTP://WWW.INFLUXINSIGHTS.COM @COTTON 70Friday, March 4, 2011
  • 71. APPENDIX 71Friday, March 4, 2011
  • 72. MINI Brand Culture Reality shows dominate, Feisty challenger winners, losers, characters plot lines Consumer Looking to connect to car brands with personality 72Friday, March 4, 2011
  • 73. MINI Brand Culture The environment is the Challenges convention leading concern/issue for the future Consumer Want to save the planet on their terms 73Friday, March 4, 2011
  • 74. Columbia Sportswear Brand Culture The biggest brand in the Elitist attitude dominates outdoors Consumer Looking for something that works 74Friday, March 4, 2011
  • 75. Piperlime Brand Culture The Gap’s fashion Casual clothing boutique rules Consumer Wants to dress like a woman 75Friday, March 4, 2011
  • 76. MINI Brand Culture Feisty challenger Interactive advertising Consumer Wants to belong to something bigger - strength in numbers 76Friday, March 4, 2011
  • 77. COLUMBIA: PIONEERS OF THE GREAT OUTDOORS 77Friday, March 4, 2011