Strategic Planning In Advertising

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Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation …

Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.

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  • Thanks a lot for this great presentation. It really helps me in knowing more about strategic planning position in a creative (advertising agency). Once again, thanks for sharing this.
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  • Hey Griffin, great presentation. I'm a career creative finding himself in more and more meetings with smart strategists. I want to broaden my skillset and this presentation has really given me a framework of understanding, and increased my respect for Strategists. Really appreciate your open source kind of thinking by sharing this. The insights thing has been a bit of a mystery for me, is there any reference blogs or books on the 9 types you quoted? Again thanks for sharing.
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  • @fabrizio1983_1983 It was built in Keynote years ago, the only copy is the PDF that you can download from Slideshare.
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  • very useful ppt.
    can u send me the ppt at uniquespecial@libero.it?

    kind regards
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  • 1) This weekend I watched big with my family
    2) The main character was promoted to VP of Product Development because he was able to bring insights about children to upper management. The consumer (himself as a 14 year old boy) was the only thing he knew to talk about.
    3) The best planners are able to think about their consumers like that
  • I want you to add something to your marketing tool box. Maybe it’s a theory, maybe it’s a blog I reference or maybe it’s a case study that I show you. If you don’t learn anything new come talk to me afterwards.
  • Research and Brand Managers in Marketing Departments
    Brand Consulting Firms
    Ad Agencies
  • Brand Positioning Statements
    Brand Strategies
    Brand Audits
    Brand Propositions
    Product Propositions
    Consumer Motivational Drivers
    Brand Portfolio Architectures
    New Product Development Ideas
    Retail Store Environment Themes
    Naming Results
  • What is the core emotional meaning of this product and what does it offer people?
  • (Caregiver) Care for Others - Campbell Soup
    (Creator) Craft Something New - Home Depot
    (Ruler) Exert Control - American Express
    (Member) Be OK just as they are - Dove
    (Jester) Have a Good Time - Miller Lite
    (Lover) Find and give Love - Hallmark
    (Warrior) Act Courageously - Nike
    (Outlaw) Break the Rules - Harley-Davidson
    (Magician) Affect Transformation - Viagra
    (Innocent) Retain or Renew Faith - Blue Bell Ice Cream
    (Explorer) Maintain Independence - REI
    (Sage) Understand their World - Sprint Now Network
  • Ad Agencies
  • Creative Briefs
    Key Strategic Ideas
    Business Building Tactics
    Ongoing Awareness Tracking Studies
    Surveys
    Discussion Guides for Focus Groups
    Communication Plans
    Competitive Audits
    Consumer Profiles
  • Media Buying and Planning Agencies
    Ad Agencies
  • Media Buying and Planning Agencies
    Ad Agencies
  • Communication Planning Firms
    ARG Firms
    Film Production Houses
    Ad Agencies
  • Alternate Reality Games
    Worlds that Brands Create
    Remixed Content
  • Social Media Firms
    Communication Planning Firms
    Ad Agencies
  • Social Media Influencer Identification
    Communication Plans
    Organized Social Media Campaign Launch Strategies

Transcript

  • 1. STRATEGIC PLANNING IN ADVERTISING By Gri n Farley for the Tampa Ad2 Club September 2009
  • 2. This weekend I watched the movie BIG with my family. The main character was promoted to VP of Product Development because he was able to bring insights about children to upper management. The consumer (himself as a 14 year old boy) was the only thing he knew to talk about. The best planners are able to think about their consumers like that.
  • 3. First Job in Advertising It also hit home for me because my first job in advertising was marketing toys.
  • 4. year year year year year year 1 2 3-4 5-6 7 8-10 Since then I have had the pleasure of working on lots of different brands, but more importantly for a strategic planner was the opportunity to talk to lots of different consumer audiences.
  • 5. My Goal Tonight I want you to add something to your marketing tool box. Maybe it’s a theory, maybe it’s a blog I reference or maybe it’s a case study that I show you. If you don’t learn anything new come talk to me afterwards.
  • 6. Brand Planning Account Planning Media Planning Connection Planning Propagation Planning Transmedia Planning These are the different forms of strategic planning that I am going to talk about tonight.
  • 7. Brand Planning
  • 8. WHO DOES BRAND PLANNING? Research and Brand Managers in Marketing Departments, Brand Consulting Firms, Ad Agencies
  • 9. WHAT DOES BRAND PLANNING PRODUCE? Brand Positioning Statements, Brand Strategies, Brand Audits, Brand Propositions, Product Propositions, Consumer Motivational Drivers, Brand Portfolio Architectures, New Product Development Ideas, Retail Store Environment Themes, Naming Results
  • 10. TOOLS TELL PRODUCT STORIES I want to talk about how brand planning can tell product stories better.
  • 11. Deliverable: Product Proposition (Products O er _________ ) Oneness Brotherhood Beauty Wonder Truth Accomplishment Security Freedom Justice Love Duty Wisdom Book: The Experience Economy, developing meaningful consumer experiences What is the core emotional meaning of this product and what does it offer people?
  • 12. Deliverable: Brand Positioning Blog: Royal Society of Account Planning/ The Hero and the Outlaw Book (Caregiver) Care for Others - Campbell Soup, (Creator) Craft Something New - Home Depot, (Ruler) Exert Control - American Express, (Member) Be OK just as they are - Dove, (Jester) Have a Good Time - Miller Lite, (Lover) Find and give Love - Hallmark, (Warrior) Act Courageously - Nike, (Outlaw) Break the Rules - Harley-Davidson, (Magician) Affect Transformation - Viagra, (Innocent) Retain or Renew Faith - Blue Bell Ice Cream, (Explorer) Maintain Independence - REI, Sage) Understand their World - Sprint Now Network
  • 13. Account Planning
  • 14. WHO DOES ACCOUNT PLANNING? Ad Agencies
  • 15. Before Account Planning Client Account Director Creative Research Book: How to Plan Advertising
  • 16. After Account Planning Client Account Account Director Planner Creative Book: How to Plan Advertising
  • 17. WHAT DOES ACCOUNT PLANNING PRODUCE? Creative Briefs, Key Strategic Ideas, Business Building Tactics, Ongoing Awareness Tracking Studies, Surveys, Discussion Guides for Focus Groups, Communication Plans, Competitive Audits, Consumer Profiles
  • 18. TOOLS FINDING INSIGHT I want to talk about how account planning can help find better insights.
  • 19. Deliverable: An Insight Where do insights come from?
  • 20. Deliverable: Big Idea Product/ Service Competition Consumer Big Idea Typical Agency Planning Model
  • 21. Haagen-Dazs Goodby Silverstein Societal Platform Political Action PR Social http://www.effie.org/winners/showcase/2009/3595
  • 22. Media Planning
  • 23. WHO DOES MEDIA PLANNING? Media Buying and Planning Agencies, Ad Agencies
  • 24. TOOLS LEVERAGE PARTNERS I want to talk about how media planning can leverage partners better.
  • 25. Lexus Team One Publishing Content Customization http://work.canneslions.com/media/?award=2
  • 26. What’s the di erence 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
  • 27. Connection Planning
  • 28. WHO DOES CONNECTION PLANNING? Media Buying and Planning Agencies, Ad Agencies
  • 29. TOOLS MEDIA CLUTTER I want to talk about how connections planning helps brands break through the media clutter.
  • 30. go where people are, not where media is found Copy: “Hey, city that never sleeps. Wake up.” Product: Folgers
  • 31. go where people are, not where media is found Copy: “Keep Playing” Product: A Venice Italy Casino
  • 32. know the time and place of your message Copy: “To all those who use our competitors’ products: Happy Father’s Day.” Product: Durex condoms
  • 33. media that makes people participate Message: Make trash a sport Product: Nike
  • 34. http://www.youtube.com/watch?v=oLZPIqwMmvk
  • 35. Oasis Dig Out Your Soul BBH NYC User Generated Content Reinventing an album launch http://www.youtube.com/watch?v=Qo_Bex8zmuQ
  • 36. Transmedia Planning
  • 37. Branding as Matching Luggage This doesn’t work in Transmedia Planning Storytelling is incredibly important here
  • 38. WHO DOES TRANSMEDIA PLANNING? Communication Planning Firms, ARG Firms, Film Production Houses, Ad Agencies, 42 Entertainment, Campfire, GMD Studios, Desedo Films
  • 39. WHAT DOES TRANSMEDIA PLANNING PRODUCE? Alternate Reality Games, Worlds that Brands Create, Remixed Content
  • 40. TOOLS COMBINE AND REMIX I want to talk about how transmedia planning lets each medium tell a story by itself as it ladders up to a collective greater narrative.
  • 41. TRUE BLOOD LAUNCH CASE STUDY 1 2 3 4 5 CREATIVE MARKET IDEA PARTICIPATORY FEEDBACK STIMULUS INTELLIGENCE PROPAGATION PLATFORM POINTS Campfire, Deep Focus, HBO at the Futures of Entertainment 3 Conference in Boston
  • 42. http://www.youtube.com/watch?v=9u-TWKHS6Gg Dark Knight - Why So Serious 42 Entertainment Community Experience ARG
  • 43. Propagation Planning
  • 44. WHO DOES PROPAGATION PLANNING? Social Media Firms, Communication Planning Firms, Ad Agencies
  • 45. WHAT DOES PROPAGATION PLANNING PRODUCE? Social Media Influencer Identification, Communication Plans, Organized Social Media Campaign Launch Strategies
  • 46. TOOLS SHARE AND INFLUENCE
  • 47. OUR AGENCY HAS TALKED ABOUT THE IMPORTANCE OF TURNING THE FUNNEL ON ITS SIDE BBDO Sydney
  • 48. SO HOW DO YOU PLAN WITH BOTH OLD FUNNEL AND NEW FUNNEL OBJECTIVES?
  • 49. EXPAND YOUR DEFINITION OF MEDIA Group M, 2008 Account Planning Conference in Miami
  • 50. BRING NEW THINKING TO COMMUNICATION PLANNING PROPAGATION PLANNING Plan not for the people you reach, but the people that they reach
  • 51. The Great Schlep Droga 5 Branded Content PR as reach 342 million impressions Social media distribution http://www.youtube.com/watch?v=-c3ImbC2BBk
  • 52. Plan not for the people you reach, but the people they reach Grandchildren of Jewish Florida Voters Jewish Florida Voters 52
  • 53. WANT MORE?
  • 54. GRIFFIN FARLEY - Sr. Brand Planner GRIFFIN.FARLEY@22SQUARED.COM WWW.PROPAGATIONPLANNING.COM CONTACT