THE BEST JOB IN THE WORLDFriday, March 4, 2011
ACCOUNT PLANNING                            Psychology + Journalism + Art + Sociology                                     ...
ROUTE                         Strategy’s place in the world                         History lesson                        ...
DEFINITION OF STRATEGY                                          “A careful plan or                                        ...
STRATEGY IS ALL AROUND US                        5Friday, March 4, 2011
6Friday, March 4, 2011
Winners Bask in the Glory                                               7Friday, March 4, 2011Cricket- England win ashes t...
Strategy = Victory                                                      8Friday, March 4, 2011Relationships, motivation an...
Strategy = Saving                                           9Friday, March 4, 2011Data smarts. Consultant saved match comp...
Strategy = Correct Predictions                                              10Friday, March 4, 2011Shell scenario planned ...
Strategy = Anticipate Next                                             11Friday, March 4, 2011Netflix going beyond the enve...
Strategy = Anticipate Next                                             12Friday, March 4, 2011Blockbuster sold yesterday f...
Strategy = Understanding                                              13Friday, March 4, 2011Scott Atran psychology and an...
Strategy = Understanding                                                  “Tipping Point”                                 ...
Act first, think later........                        15Friday, March 4, 2011
The Father of Account Planning                          16Friday, March 4, 2011
ACCOUNT PLANNING                                                      =                                                   ...
CHANGE                                 18Friday, March 4, 2011
CHANGE                                 19Friday, March 4, 2011
HE DIDN’T TRUST.......                                           20Friday, March 4, 2011Did what he/she wanted to do- what...
HE DIDN’T TRUST.....                                               21Friday, March 4, 2011Servant of the creatives or the ...
HE DIDN’T TRUST.......                                            22Friday, March 4, 2011Lots of scientific testing- BMP mo...
NOW:                                    An accepted discipline worldwide                                          Clients ...
ME                        24Friday, March 4, 2011
First Job- Out of Home Media                        25Friday, March 4, 2011
Second Job- Predict the Future                         26Friday, March 4, 2011
Breakthrough                        27Friday, March 4, 2011
Experience Includes:                        28Friday, March 4, 2011
WHAT MAKES THE JOB SO GREAT?                            29Friday, March 4, 2011
Never a Dull Moment                                           30Friday, March 4, 2011Always working on something new- wher...
Find and Tell Stories                                            31Friday, March 4, 2011Getting your ideas across to inspi...
Have a Point of View                                            32Friday, March 4, 2011Doing it with a POV. The imperative...
Work with Artists                                            33Friday, March 4, 2011Work with people who do amazing stuff ...
Work in Teams                                               34Friday, March 4, 2011Work with others collectively collabora...
Work in Teams                              35Friday, March 4, 2011this can be challenging....
People Overload                                             36Friday, March 4, 2011Glue in the agency- outside bringing in...
LEARN INVALUABLE SKILLS                                             37Friday, March 4, 2011A strategists skill has broad a...
Get to Make Stuff                                          38Friday, March 4, 2011Influx products -blog/conferences/white p...
Be Transformative                        39Friday, March 4, 2011
Be Transformative                         40Friday, March 4, 2011
Be Transformative                        41Friday, March 4, 2011
WHAT YOU CAN DO?                        42Friday, March 4, 2011
MAKE THE WORLD BETTER                           “One of the reasons, I believe, is that humanitarians are                 ...
MAKE THE WORLD BETTER                                  44Friday, March 4, 2011Project some of you worked on -PLANNING FOR ...
MAKE THE WORLD BETTER                                          45Friday, March 4, 2011Charity Water- No 1 hire was a desig...
MAKE THE WORLD BETTER                                          46Friday, March 4, 2011Charity Water- No 1 hire was a desig...
MAKE THE WORLD BETTER                                            47Friday, March 4, 2011Alex Bogusky’s Virgin brand for th...
FIND, CREATE AND BUILD                          48Friday, March 4, 2011
THIS GUY USED TO BE A PLANNER                                    49Friday, March 4, 2011
STRATEGIC IDEA- WHY?                                             50Friday, March 4, 2011why is this packaging so boring- i...
FIND, CREATE AND BUILD                                     51Friday, March 4, 2011
FIND, CREATE AND BUILD                                           52Friday, March 4, 2011Innocent ad guys and consultants m...
FIND, CREATE AND BUILD                                     53Friday, March 4, 2011University of Colorado
FIND, CREATE AND BUILD                                            54Friday, March 4, 2011Twitter came out of a brainstormi...
WHAT ABOUT COMMUNICATIONS?                            55Friday, March 4, 2011
OPPORTUNITIES IN COMPLEXITY                            56Friday, March 4, 2011
57Friday, March 4, 2011So much more complexity- so much more fragmentation- opportunity to bring strategy across the commu...
The Creative Hydra                               58Friday, March 4, 2011Team up with a digital team
THE WORLD OF UX                          http://www.quora.com/Xianhang-Zhang                                              ...
UX- A WORLD OF MULTIPLE POSSIBILITIES                                              60Friday, March 4, 2011Be the interacti...
STRATEGY AT BSSP                        61Friday, March 4, 2011
Our Glorious Founders                                   62Friday, March 4, 2011
BSSP                         18 years-old                         Founders ex-Goodby                         170 people   ...
CLIENT LIST                                      64Friday, March 4, 2011
Converse                               Brand                         Culture                        History of grassroots ...
CONVERSE: BRAND DEMOCRACY                              66Friday, March 4, 2011
MINI                               Brand                      Culture                                                     ...
Priceline                               Brand                      Culture                            Not about travel,   ...
QUESTIONS?                        69Friday, March 4, 2011
HTTP://WWW.INFLUXINSIGHTS.COM                        @COTTON                            70Friday, March 4, 2011
APPENDIX                                   71Friday, March 4, 2011
MINI                             Brand                      Culture                                                  Reali...
MINI                               Brand                      Culture                                                     ...
Columbia Sportswear                                 Brand                      Culture                        The biggest ...
Piperlime                              Brand                      Culture                        The Gap’s fashion        ...
MINI                             Brand                      Culture                        Feisty challenger              ...
COLUMBIA: PIONEERS OF THE GREAT OUTDOORS                               77Friday, March 4, 2011
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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

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The Best Job in the World

  1. 1. THE BEST JOB IN THE WORLDFriday, March 4, 2011
  2. 2. ACCOUNT PLANNING Psychology + Journalism + Art + Sociology 2Friday, March 4, 2011
  3. 3. ROUTE Strategy’s place in the world History lesson Me What’s great about the job? BSSP- Cases 3Friday, March 4, 2011
  4. 4. DEFINITION OF STRATEGY “A careful plan or method...” 4Friday, March 4, 2011
  5. 5. STRATEGY IS ALL AROUND US 5Friday, March 4, 2011
  6. 6. 6Friday, March 4, 2011
  7. 7. Winners Bask in the Glory 7Friday, March 4, 2011Cricket- England win ashes this year- bask in the glory...
  8. 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. 9. Strategy = Saving 9Friday, March 4, 2011Data smarts. Consultant saved match company money- solution- strike on one side
  10. 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. 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. 12. Strategy = Anticipate Next 12Friday, March 4, 2011Blockbuster sold yesterday for $290 million- netflix market capitalization is over $10 billion
  13. 13. Strategy = Understanding 13Friday, March 4, 2011Scott Atran psychology and anthropology...ronaldoinho, terminator, bin laden- moroccoobama- arrives....
  14. 14. Strategy = Understanding “Tipping Point” “10,000 hours” 14Friday, March 4, 2011Makes the complex understandableStorytelling- based on analysis and synthesis..
  15. 15. Act first, think later........ 15Friday, March 4, 2011
  16. 16. The Father of Account Planning 16Friday, March 4, 2011
  17. 17. ACCOUNT PLANNING = BETTER ADVERTISING 17Friday, March 4, 2011Pollit and King at JWT...Pollitt all about ads - King about the brand
  18. 18. CHANGE 18Friday, March 4, 2011
  19. 19. CHANGE 19Friday, March 4, 2011
  20. 20. HE DIDN’T TRUST....... 20Friday, March 4, 2011Did what he/she wanted to do- what was best creatively
  21. 21. HE DIDN’T TRUST..... 21Friday, March 4, 2011Servant of the creatives or the client- not objective
  22. 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. 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. 24. ME 24Friday, March 4, 2011
  25. 25. First Job- Out of Home Media 25Friday, March 4, 2011
  26. 26. Second Job- Predict the Future 26Friday, March 4, 2011
  27. 27. Breakthrough 27Friday, March 4, 2011
  28. 28. Experience Includes: 28Friday, March 4, 2011
  29. 29. WHAT MAKES THE JOB SO GREAT? 29Friday, March 4, 2011
  30. 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. 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. 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. 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. 34. Work in Teams 34Friday, March 4, 2011Work with others collectively collaboratively- be a facilitator-bring the best out of others...
  35. 35. Work in Teams 35Friday, March 4, 2011this can be challenging....
  36. 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. 37. LEARN INVALUABLE SKILLS 37Friday, March 4, 2011A strategists skill has broad applications
  38. 38. Get to Make Stuff 38Friday, March 4, 2011Influx products -blog/conferences/white papers/consulting
  39. 39. Be Transformative 39Friday, March 4, 2011
  40. 40. Be Transformative 40Friday, March 4, 2011
  41. 41. Be Transformative 41Friday, March 4, 2011
  42. 42. WHAT YOU CAN DO? 42Friday, March 4, 2011
  43. 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. 44. MAKE THE WORLD BETTER 44Friday, March 4, 2011Project some of you worked on -PLANNING FOR GOOD MODEL-
  45. 45. MAKE THE WORLD BETTER 45Friday, March 4, 2011Charity Water- No 1 hire was a designer
  46. 46. MAKE THE WORLD BETTER 46Friday, March 4, 2011Charity Water- No 1 hire was a designer
  47. 47. MAKE THE WORLD BETTER 47Friday, March 4, 2011Alex Bogusky’s Virgin brand for the C21st
  48. 48. FIND, CREATE AND BUILD 48Friday, March 4, 2011
  49. 49. THIS GUY USED TO BE A PLANNER 49Friday, March 4, 2011
  50. 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. 51. FIND, CREATE AND BUILD 51Friday, March 4, 2011
  52. 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. 53. FIND, CREATE AND BUILD 53Friday, March 4, 2011University of Colorado
  54. 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. 55. WHAT ABOUT COMMUNICATIONS? 55Friday, March 4, 2011
  56. 56. OPPORTUNITIES IN COMPLEXITY 56Friday, March 4, 2011
  57. 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. 58. The Creative Hydra 58Friday, March 4, 2011Team up with a digital team
  59. 59. THE WORLD OF UX http://www.quora.com/Xianhang-Zhang 59Friday, March 4, 2011
  60. 60. UX- A WORLD OF MULTIPLE POSSIBILITIES 60Friday, March 4, 2011Be the interaction designer- think about possibilities
  61. 61. STRATEGY AT BSSP 61Friday, March 4, 2011
  62. 62. Our Glorious Founders 62Friday, March 4, 2011
  63. 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. 64. CLIENT LIST 64Friday, March 4, 2011
  65. 65. Converse Brand Culture History of grassroots Newly accessible tribes technology Consumer Want to express themselves 65Friday, March 4, 2011
  66. 66. CONVERSE: BRAND DEMOCRACY 66Friday, March 4, 2011
  67. 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. 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. 69. QUESTIONS? 69Friday, March 4, 2011
  70. 70. HTTP://WWW.INFLUXINSIGHTS.COM @COTTON 70Friday, March 4, 2011
  71. 71. APPENDIX 71Friday, March 4, 2011
  72. 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. 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. 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. 75. Piperlime Brand Culture The Gap’s fashion Casual clothing boutique rules Consumer Wants to dress like a woman 75Friday, March 4, 2011
  76. 76. MINI Brand Culture Feisty challenger Interactive advertising Consumer Wants to belong to something bigger - strength in numbers 76Friday, March 4, 2011
  77. 77. COLUMBIA: PIONEERS OF THE GREAT OUTDOORS 77Friday, March 4, 2011
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