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What is Comms Planning?

by head of comms planning at bartle bogle hegarty on Oct 22, 2013

  • 39,171 views

*Disclaimer this is just my imaginary example of a Comms Plan for the Puma work and not the actual strategy that was created by Droga5 for Puma. I had nothing to do with that plan and am just a fan of ...

*Disclaimer this is just my imaginary example of a Comms Plan for the Puma work and not the actual strategy that was created by Droga5 for Puma. I had nothing to do with that plan and am just a fan of their work.

What is Comms Planning? is a presentation that provides a clear answer of the role of the Comms Planner within an Advertising Agency. I use the example of the Puma Social campaign to prove the point.

You can download 'What is Comms Planning?' from the following link - https://www.paywithatweet.com/pay/?id=65b8dac80a957d678af4fd4df42f94cb

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19 of 9 previous next Post a comment

  • umei423 Mai Nguyen, Marketing Student at VAMK, Vaasa Univeristy of Applied Sciences @juliancole: Hey Julian, thank you for sharing your deck! Seems like there is a problem with the 'Pay with a tweet' link. Could you please check it again?

    Thank you! :)

    Mai.
    1 month ago
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  • letvy9 Le Vy, Planner at Advertising looks like Planner takes care from beginning to the end, except executions stage definitely, so where is the role of Account Director? I thought KPI of execution stage, for example 'Add Value - Digital Hub' in your sample is supposed to be done by Account Director no? 5 months ago
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  • VickyOrtega3 Vicky Ortega Clearest explanation of the planning roles that I've ever seen. Thanks for sharing the knowledge. 5 months ago
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  • juliancole Julian Cole, head of comms planning at bartle bogle hegarty @roomccoy Roo, I am glad that I could help out. It was definitely a great process for me to sit down and go through all the steps that I take! 5 months ago
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  • roomccoy Roo McCoy Thanks, this deck rocks! From a personal standpoint, it's very timely, too. It helps clarify the nomenclature we use, and really will help alleviate some of the entanglements in scopes of work. Plus, your documenting and sharing these ideas is super important. As always very grateful :-) Cheers! 5 months ago
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  • greham Sylvain Maretto, Strategist at Nowhere Ah ok just struck me now. I thought I missed something big in the advertising vocabulary. Thank you for the precision, and it was very interesting to see how the couple Brand/Comms planner interact, that's something that have not hit French agencies yet. 5 months ago
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  • juliancole Julian Cole, head of comms planning at bartle bogle hegarty @greham Hey Sylvain, that was in regards to the executions they had in bars and nightclubs. Check out page 12 of the essay to see examples http://www.jaychiatawards.com/documents/winners2011/gold_droga5_puma.pdf 5 months ago
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  • greham Sylvain Maretto, Strategist at Nowhere Just a simple question from a dumb french planner. What do you mean by 'Bar activation' ?

    Great presentation, as always.
    5 months ago
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  • mixalis1 Michael Paredrakos, Strategic Planner at http://thecuriousbrain.com/ very very interesting ..as always shared at http://thecuriousbrain.com/ :-) 5 months ago
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What is Comms Planning? What is Comms Planning? Presentation Transcript