What is Account Planning? English version

Discipline: MethodsandResearchTechniques
Mariana Dios-Tan
Studentat ESADE – Jun/2009 – Professor Barbara Costa

Account PlanningStrategic Planningof communication

To learn a little more I went to Competencethat 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:

Stephen King
Stanley Pollitt

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

Stanley Pollittworked for BMP (BoaseMassimiPollitt) when in 1968 he raised the flag of planning saying that the voice of the consumer should have a central role in the development of advertising.
Stanley Pollitt

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

Account Management+Media Planning=Account Planning

In some places this area is also known as Strategic Planning and Brand Planning
and who works in the area is called:

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 being defined.

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.

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 ofplanning

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

The role ofplanning
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 ofplanning
Only then you will beable to imagine the future of the plan desired.

The role ofplanning
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.

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

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

The market is doing well, thanks!

The market is doing well, thanks!
The market is in constantgrowth,
it varies according to local demand. In Brazil the main focusof vacanciesin
planning area still be the city of São Paulo.

Will webemillionaires?

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

The first case we never forget!

Thechallenge

Thechallenge
In partnershipwith 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 viewswould be evaluate.

Thebriefing

Thebriefing
The briefing was fully connected to Oxfam, an international NGO. The video should somehow movepeople towards climatechange conference to be held in Copenhagen
and to makepeople sign a petition
on Oxfam website.

Thestrategy

Thestrategy
Position ourselves as pro-active and concerned about climatechange and not only in
winning a competition.

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

Thestrategy
We use the Twitter, where we created the twitter.com/wecansave, through which we had informedpeople about the conference in Copenhagen, the consequencesof
climatechange, the importance of
signing the petition and about the video.

Theeffect

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

Theeffect

Theeffect
The video across the continents...

Theeffect

Theresult
3509 views
50 ratings
20 comments
2630 followers
387 retweets
3646 clicks
1083 entries
989 views
5º mostwatchedvideo
Last updated June 17, 2009.

twitter.com/wecansave
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!

Sources ofknowledge
Interviewee: Pablo Fontoura - Coord. CompetitiveIntelligenceCompetence
PPT : A Chat About Planning and Related Things
Ken Fujioka – HeadofPlanning JWT Brasil
PPT: Newsways for theplanningarea?
Daniel De Tomazo – DirectorofPlanning JWT Brasil
Book: Truth, Lies and Advertising : The Art of Account Planning
Jon Steel
Article: What is AccountPlanning?
APG UK

Discipline: MethodsandResearchTechniques
Mariana Dios-Tan
Studentat ESADE – Jun/2009 – Professor Barbara Costa
Thank you!

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What is Account Planning? English version

by Mariana Dios-Tan on Aug 07, 2009

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What is Account Planning? English version — Presentation Transcript