Strategic Planning in Advertising
Tampa Ad2 Club
September 2009

First Job in Advertising

year year year year year year
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My Goal Tonight

Brand Planning Account Planning
Media Planning
Connection Planning
Propagation Planning
Transmedia Planning

Brand Planning

WHO DOES
BRAND PLANNING?

WHAT DOES
BRAND PLANNING
PRODUCE?

TOOLS
TELL PRODUCT STORIES

Deliverable: Product Proposition
(Products Offer _________ )
Oneness
Brotherhood Beauty Wonder
Truth Accomplishment Security Freedom
Justice Love Duty Wisdom
Book: The Experience Economy, developing meaningful consumer experiences

Deliverable: Brand Positioning
Blog: Royal Society of Account Planning/ The Hero and the Outlaw Book

Account Planning

WHO DOES
ACCOUNT PLANNING?

Before Account Planning
Client
Account
Director
Creative Research
Book: How to Plan Advertising

After Account Planning
Client
Account Account
Director Planner
Creative
Book: How to Plan Advertising

WHAT DOES
ACCOUNT PLANNING
PRODUCE?

TOOLS
FINDING INSIGHT

Deliverable: An Insight
Where do insights come from?

Deliverable: Big Idea
Product/ Service Competition
Consumer
Big Idea
Typical Agency Planning Model

Haagen-Dazs
Goodby Silverstein
Societal Platform
Political Action
PR
Social
http://www.effie.org/winners/showcase/2009/3595

Media Planning

WHO DOES
MEDIA PLANNING?

TOOLS
LEVERAGE PARTNERS

Lexus
Team One
Publishing
Content
Customization
http://work.canneslions.com/media/?award=2

What’s the difference between
Media Planning and Connection Planning
Engagement
Media Plans
Plans
Reach & Relevance &
Frequency Context
Cost per Cost per
Thousand Advocate
(CPM) (CPA)
Share of Share of
Voice Culture

Connection Planning

WHO DOES
CONNECTION
PLANNING?

TOOLS
MEDIA CLUTTER

go where people are, not where media is found
Copy: “Hey, city that never sleeps. Wake up.”
Product: Folgers 30

go where people are, not where media is found
Copy: “Keep Playing”
Product: A Venice Italy Casino 31

know the time and place of your message
Copy: “To all those who use our competitors’ products: Happy Father’s Day.”
Product: Durex condoms 32

media that makes people participate
Message: Make trash a sport
Product: Nike 33

http://www.youtube.com/watch?v=oLZPIqwMmvk
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Oasis Dig Out Your Soul
BBH NYC
User Generated Content
Reinventing an
album launch
http://work.canneslions.com/titanium/?award=22

Transmedia Planning

Branding as Matching Luggage
This doesn’t work in Transmedia Planning
Storytelling is incredibly important here

WHO DOES
TRANSMEDIA
PLANNING?

WHAT DOES
TRANSMEDIA
PLANNING
PRODUCE?

TOOLS
COMBINE AND REMIX

TRUE BLOOD LAUNCH CASE STUDY
1 2 3 4 5
CREATIVE MARKET IDEA PARTICIPATORY FEEDBACK
STIMULUS INTELLIGENCE PROPAGATION PLATFORM POINTS
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Campfire, Deep Focus, HBO at the Futures of Entertainment 3 Conference in
Boston

http://work.canneslions.com/titanium/index.cfm?
award=22&sort=0&order=1&keywords=42+Entertainment&s
ubmit.x=26&submit.y=11&submit=Go
Dark Knight - Why So Serious
42 Entertainment
Community Experience
ARG

Propagation Planning

WHO DOES
PROPAGATION
PLANNING?

WHAT DOES
PROPAGATION
PLANNING
PRODUCE?

TOOLS
SHARE AND INFLUENCE

OUR AGENCY HAS TALKED ABOUT THE IMPORTANCE OF
TURNING THE FUNNEL ON ITS SIDE
47
BBDO Sydney

SO HOW DO YOU PLAN WITH BOTH
OLD FUNNEL AND NEW FUNNEL OBJECTIVES?
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EXPAND YOUR DEFINITION OF MEDIA
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Group M, 2008 Account Planning Conference in Miami

BRING NEW THINKING TO COMMUNICATION PLANNING
PROPAGATION PLANNING
Plan not for the people you reach, but the people that they reach
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The Great Schlep
Droga 5
Branded Content
PR as reach
342 million impressions
Social media distribution
http://work.canneslions.com/titanium/?award=22

Plan not for the people you reach,
but the people they reach
Grandchildren of Jewish Florida Voters
Jewish Florida Voters
52

WANT MORE?

Good Ideas Salons.com
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GOOD IDEAS IN
ADVOCACY
Nov. 5th
5:30-7:30 pm
@22squared
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