Account Planning around the World APG London 2 September 2008 Guy Murphy, JWT

Changing profile of world business Source: World Bank

The Planning Challenge Category Development Index Brand Development Index Low Low High High John Quelch Harvard Business School

Cannes Winners Source: Cannes Lions International Advertising Festival Film, press, outdoor, direct categories -23 46 60 UK Lions +44 330 229 Total Lions % ch 2006 1993

Cannes Press Gold Lions 1993 2006 Brazil France U.K. U.K. USA Italy France Brazil Spain Singapore Sweden Norway Netherlands Germany Japan

Line up Business Brands Creativity Account Planning You

Where to?

The variables Creative Media Research Budget Clients Scale Lifestyle Support

Mapping the Planning world Economic development Planning Development

Mapping the Planning world Economic development Planning Development Japan Australia Canada France US UK China Russia Argentina Saudi (Africa) India

The strategic development of Planning Economic development Planning Development Japan Australia Canada France US UK China Russia Argentina (Africa) Saudi India Build demand (prove) Maintain leadership (innovate) Secure trial (pioneer) Build share (push)

The required character of Planning Economic development Planning Development The fighter The change agent The pioneer The ‘creative’