Discipline: Methods and Techniques of Research Mariana Dios-Tan Student at ESADE – Jun/2009 – Teacher Barbara Costa

Account Planning Strategic Planning of communication

To learn a little more I went to the Competence, that is an advertising agency focused on strategic planning.

But before you understand what an account planner does , let's talk a little bit of history !

After all , how it all started ?

Everything started because of two guys:

Stanley Pollitt Stephen King

Stephen King In 1964 Stephen King worked at JWT and was there that he developed a system of work called Target Plan (T-Plan), which combines research conducted with consumers with insight to the area of creation .

Stanley Pollitt Stanley Pollitt worked for BMP (Boase Massimi Pollitt) when in 1968 raised the flag of the plan saying that the voice of the consumer should have a central role in the development of advertising.

Since the first professionals to arise in the planning came from the areas of Account Management and Media Planning , was named the area as Account Planning . And this name, where they come from?

Account Management + Media Planning = Account Planning And this name, where they come from?

In some places this area is also known as Strategic Planning and Brand Planning and who works in the area is called : And this name, where they come from?

Planner

And now there are different types of planners and they make all the difference in the preparation of a project . And if you want to know , they are many ...

Then you say: Ok! But after all ...

... what hell does a planner?

That is the question who do not stop! The information and definitions are not entirely clear even to those who works in the area. We can say that things are still defining . ... what hell does a planner?

But we can say that a planner is responsible for developing a strategic plan of communication, means it is not obvious? But what is not obvious , is how he does. A plan does not appear from nothing, it is based on data, facts , stories, studies , figures, people and experiences. ... what hell does a planner?

For all that happens is really necessary to understand the role of planning, not only as one more tool in the development of advertising, but as a connector of information.

The role of planning

A planner passes through an important process of building structure and logic of thought , until get in the planning . The role of planning

This process begins with your understanding about our world , it means, your power to see and understand everything that surrounds you, not only with the eyes of a planner, but also and perhaps more important , with the eyes of many observers with different values and cultures . The role of planning

Only then you will be able to imagine the future of plan desired . The role of planning

How everything is well connected , it is essential that your ability to understand and think be closely related to your power of synthesis , development and construction of a line of thinking and reasoning properly structured and appropriate to the reality in question. The role of planning

To develop a planning And at that point, make some connections makes all the difference .

Therefore it is so important be able to use our vision through a multidisciplinary and multicultural context. To develop a planning

The market is doing well, thanks!

The market is in constant growth , it varies according to local demand . In Brazil the main focus of concentration of vacancies in the area of planning still be the city of São Paulo . The market is doing well, thanks!

Will we be millionaires?

The fact the market is rising for planners do not means that we will be millionaires . Our fee varies according to the type of business, the reality of the market place and your professional placement . Will we be millionaires?

The first case we never forget!

The challenge

In partnership with the Cannes Lions International Advertising Festival , YouTube launched a contest that awarded two people to travel to the festival. The challenge was to create and publish a video in 48 hours . The second phase was to make it viral , so we had exactly two weeks. The videos with more views were evaluated. The challenge

The briefing

The briefing was fully connected to Oxfam , an international NGO . The video should somehow move people towards climate change conference to be held in Copenhagen and to make people sign a petition on the website of Oxfam. The briefing

The strategy

Position ourselves as pro-active and concerned about climate change and not only in winning a competition. The strategy

Our project was known as Oxfam We Can Save ! We chose this name to stimulate the engagement of people . The strategy

We use the Twitter , where we created the twitter.com/wecansave , through which we inform people about the conference in Copenhagen, the consequences of climate change , the importance of signing the petition and about the video . The strategy

The effect

Thousands of people were involved and many of them actually felt part of the project. Many commented and spread our sentences around the world . The effect

The effect

The effect

The effect

The video across the continents ... The effect

The effect

The effect

The effect

The effect

3509 views 50 ratings 20 comments 2630 followers 387 retweets 3646 clicks 1083 entries 989 views 5º most watched video The result Data last updated June 17, 2009.

The twitter.com/ wecansave will be maintained , because after all, the conference has not yet happened, the petition is still turning the world , and the weather still crazy ! twitter.com/wecansave

Sources of knowledge PPT : A Chat About Planning and Related Things Ken Fujioka – Head of Planning JWT Brasil PPT: News ways for the planning area? Daniel De Tomazo – Director of Planning JWT Brasil Book: Truth, Lies and Advertising : The Art of Account Planning Jon Steel Article: What is Account Planning? APG UK Interviewee: Pablo Fontoura - Coord. Competitive Intelligence Competence

Thank you! Discipline: Methods and Techniques of Research Mariana Dios-Tan Student at ESADE – Jun/2009 – Teacher Barbara Costa