It’s not: TV, 30 secs, coronation street, X factor and 90 secs during day time Jeremy Kyle
it is a relatively new variant on Account Planning which focuses on putting Channel thinking into the creative process.
Many moons ago (think harry crane in mad men) media and creative agencies used to be one and the same, but some clever men figured out that you could make even more money by seperating
The underlying assumption that media is a container for holding messages- and turned media into a commodity bought primarily on price
Parallels can be drawn between the rise of Account Planning in the 1970s in response to a perceived increase in the complexity and multiplicity of consumer needs and the rise of Engagement Planning in response to an increase in the complexity of media. .
Arguably channel Planning is simply one of the skill sets that Account Planners need in a complex media environment. However, the split of media from creative has meant that the majority of Account Planners who trained in "traditional" agencies lack these skills. Agencies that have some sort of channel Planning discipline are attempting to capitalise on this deficit. It is possible that in future, once the new media environment has been thoroughly internalised, channel Planning will disappear as a separate discipline. However it is equally possible that media may continue to proliferate and mutate, in which case this skillset is likely to remain relevant.
People are multi screening, many devices, formats and experiences at the same time vying for attention. More ways in, but also more ways of becoming forgettable
Do fewer things, but do them well?
These demarcations were invented by media agencies to help THEM navigate the new media space. Trying to shoe horn a certain amount of activity into each category. Thinking about themselves not what’s best for the consumer
Pigging backing on behaviours.examples
Channels: contextual value in each particular placeThe depth of the story; consumers. How much little do they want to hear/ get involvedHow can each medium be used to its full potential
User stories – as WHO, I want WHAT so that WHYEngagement – getting people to do things in a branded way. Not what we say to themRole of brand – be the vehicle at the relationship as enabler of services, content, utility and entertainmentA vision – a story defining our aspirations for what we want to achieve for the brand and people
The Consumer’s Buying System is a piece of JWT intellectual property. Invented by Stephen King, it is more important and relevant today than ever. You can find his original paper on the Stephen King Library.
And how will the brand change because of their interaction with it?
Channel planning training
Many names (almost) the same
A good channel plan leads to…
Putting channel thinking
into the creative process
Decide which channels
will deliver on our clients’
targets and yield the best
Why did this come about
Media and advertising used to be
in the same agency
Why did this come about
Then they separated the
creation of ideas from the
choosing of media
Channel Planning emerged
as a significant presence in
marketing in the 2000s in
response to the proliferation
of new media and the
How is it different from ‘normal’ planning
Far less concerned with defining what
the brand is about and more concerned
with deciding where the consumer
is, how they behave when they’re there
Untapped opportunities and consumer
A separate discipline?
Not all account planners who trained in
"traditional" agencies have these skills.
It is possible that in future, once the new
media environment has been thoroughly
internalised, Channel Planning will
disappear as a separate discipline.
consumes is rather
obvious: it consumes
the attention of its
recipients. Hence a
wealth of information
creates a poverty of
attention and a need
The art of sacrifice
What can we do well? What can
we afford to do well? Where is
W h a t m a t t e r s a r e p e o p l e ’s b e h a v i o u r s
Twi t t e r
It’s what you search for when you’re alone. Questions
asked, answers found. Intend or need
It’s a public space, you share your life with friends. Show
who you are
Content you’re proud of. It’s where you learn stuff and
discover things to make you look smarter. Occasional ranting
Ask these questions
• What channels
does the idea
• What goals can
we help our
• How do we tell
• What would they
be interested in
or find useful?
Role of brand
• How do we get
• What role can
the brand play?
Set client expectations and know your
A significant number of
people will get involved and
Fewer participants, but what
they do will be of interest to
Media data: CTR etc
Client sales/footfall data
Put this data against your customer journey
What does the data tell you? Where are the
gaps? Which channels are under-performing?
What does your intuition tell you? Where else will
our target audience spend time? New
Plan for what happens AFTER
What will people do with it? How
will they use it and share it? How
will they talk about it?