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Introduction to Account Planning

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An introduction to account planning for folks across agency disciplines.

An introduction to account planning for folks across agency disciplines.

Published in: Sports, Technology, Business

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  • 1. 1INTRODUCTION TOACCOUNT PLANNINGross cidlowski4.16.13Thursday, April 18, 2013
  • 2. 10+ years advertising & innovationSan Francisco, New York, BostonHI. I’M ROSSDad-to-beSneakerheadTarheelSource: NYC Photo Chris OzerThursday, April 18, 2013
  • 3. SOME CLIENTS3Thursday, April 18, 2013
  • 4. I F#$%@#^ LOVE PLANNING4Thursday, April 18, 2013
  • 5. SO WHAT EXACTLY IS ACCOUNT PLANNING?5Thursday, April 18, 2013
  • 6. PLANNING WAS INVENTED IN THE 1960S6Thursday, April 18, 2013
  • 7. "The account planner is that member of the agencys team who is the expert,through background, training, experience, and attitudes, at working withinformation and getting it used - not just marketing research, but all theinformation available to help solve a clients advertising problems."- Stanley Pollitt“Planners are in a unique position in their jobs because they have anunderstanding of the audience through research expertise AND anunderstanding of how it will be applied within their own business, thus theyprovide a crucial bridge.”- Merry BaskinPLANNING IS7Thursday, April 18, 2013
  • 8. PLANNING......8•Gets people into the conversation•Helps the creative work and work harder•Makes the agency smarter•Is a tool for new business•Gets people excited about thinking in a new way•Is where you startThursday, April 18, 2013
  • 9. PLANNING IS9source: farrah bosticThursday, April 18, 2013
  • 10. PLANNING IS ABOUT INCREASING YOURSHOOTING PERCENTAGE10Source: M!Thursday, April 18, 2013
  • 11. EffectivenessPLANNING SHOULD BE BUILT ON 1 THING11Thursday, April 18, 2013
  • 12. ABOVE ALL ELSE, A PLANNER’S ROLE IS TOENSURE THE WORK ACTUALLY WORKS12I. Empirical not theoretical•Intuition only gets you so far; strategists must rely on knowledge through observation & validation (otherwiseyou might as well be guessing)II. Embrace complexity•The world won’t suddenly start simplifying itself; great planners radically simplify the big into small•Tackle with modern strategy techniques - collaboration, iteration, ecosystemsIII. Judge when to lock & unlock•Planners must call time on an idea that is plainly not appropriate for the task or most likely to work•Planners need to understand when decisions can ignite others and advance the ballThursday, April 18, 2013
  • 13. HOW PEOPLE PERCEIVE PLANNERS13Thursday, April 18, 2013
  • 14. ?WHAT DO PLANNERS DO?14Thursday, April 18, 2013
  • 15. WE WEAR MANY HATS15MakersSociologistsResearchersExplorersStorytellersCulturistsThursday, April 18, 2013
  • 16. HOW THE HELL DO WE GETPEOPLE TO EAT A CANDYBAR UNCHANGED SINCE THE1960s?WHAT WE DO - EXPLORERS16HOW DO WE PUTWONDER IN A CAN?HOW DO WE REGAIN TRUSTWHEN WE ARE A MEME FORBAD?Thursday, April 18, 2013
  • 17. RESPONSIBILITY PROJECTWHAT WE DO - STORYTELLERS17Thursday, April 18, 2013
  • 18. WHAT WE DO - CULTURISTS18Thursday, April 18, 2013
  • 19. WHAT WE DO - RESEARCHERS19Thursday, April 18, 2013
  • 20. WHAT WE DO - SOCIOLOGISTS / PSYCHThursday, April 18, 2013
  • 21. WHAT WE DO - MAKE STUFF2116Thursday, April 18, 2013
  • 22. WHERE WE FIT - CONTROLLED FRICTION22AccountCreativePlanningSource: Gareth KayThursday, April 18, 2013
  • 23. WHERE WE FIT - CONTROLLED FRICTION23Make the advertising happenMake the advertising goodMake the advertising workSource: Gareth KayThursday, April 18, 2013
  • 24. THE PROCESS TO GET THERE24Defining theproblemBuilding Insights& StrategiesInspiringCreativesSelling theWorkMeasuringImpactThursday, April 18, 2013
  • 25. PLANNING PROCESS25Thursday, April 18, 2013
  • 26. I. DEFINING THE PROBLEM26Most of the time something is wrong --> enter the agency•The target, the competitive set, the benefit, the proposition, not enough information, etcThe other half of the time, the problem isn’t clearly defined enough:•Telling your agency your brand lacks awareness is like telling the doctor something hurtsThursday, April 18, 2013
  • 27. Insights are profound human truthsspecific about people, categories, products,businesses, and brands that are presentedin a fresh stimulating wayII. BUILDING INSIGHTS27Thursday, April 18, 2013
  • 28. ISNTKids like to build stuff. Parents like whentheir kids build things because it keeps kidsbusy and teaches them how to problemsolve.ISParents believe that children who arecreative problem solvers will do better andachieve more in their personal andprofessional lives.ISNT / IS28Thursday, April 18, 2013
  • 29. DIFFERENT TYPES OF INSIGHTS29Thursday, April 18, 2013
  • 30. (When talking about convertibles) “everyone thinks beach and sun, but at night its like you’re in aspace ship” - Lance JensenGOOD INSIGHTS CAN LEAD TO GREAT WORK30Thursday, April 18, 2013
  • 31. (When talking about convertibles) “everyone thinks beach and sun, but at night its like you’re in aspace ship” - Lance JensenGOOD INSIGHTS CAN LEAD TO GREAT WORK30Thursday, April 18, 2013
  • 32. DON’T JUST REFLECT REALITY31“It’s illuminating & romantic”Thursday, April 18, 2013
  • 33. Brand History / Equity / Values•Mission Statement•Brand Tracker•Stakeholder Interviews•Brand Clouds•Brand Equities•Content EngagementGETTING TO GOOD INSIGHTS32Business BrandConsumerEngagement Cultural Context / Attitudes /Motivations•3rd party data•Quantitative Surveys•Qualitative Research•Social ListeningMarket Share & Competitive Data•Competitrak•Financial Analyst Reports•Sales Trends•Category Trends•Annual Sales DataBehaviors / Media / Purchase•Experiential Research•Customer Journeys•Qual & Quant Research•Syndicated Data•Blogs•Forrester & IconocultureThursday, April 18, 2013
  • 34. WHAT WAS THE INSIGHT?33Thursday, April 18, 2013
  • 35. INSIGHTS ARE THE BASIS FOR ALLMARKETING34InsightsPositioningCreativeMediaContentAll Marketing Effortsinsights become foundation for all marketingSource: Rowena AlstonBeliefBehaviorThursday, April 18, 2013
  • 36. II. SETTING THE STRATEGY35source: mike aruzThursday, April 18, 2013
  • 37. GOOD STRATEGERY36Thursday, April 18, 2013
  • 38. TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATEDISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSSINTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNETDRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEPGO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALTALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATEDISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSSINTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNETDRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEPGO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALTALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATEDISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSSINTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNETDRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEPGO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALTALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE37III. INSPIRING CREATIVESThursday, April 18, 2013
  • 39. Our Main Deliverable. Distillation of all research, thinking & discussions. Serves multiple functions.BRIEFS38Write the briefGet some account and mediasuggestionsSimplify the problemGet away from theideaCome back & crackthe ideaFeed bits ofinspirationGive them somethinghelpful everydayBuild your strategicfortressSource: Heidi HackemerRewrite the briefThursday, April 18, 2013
  • 40. Come Correct•Building Sessions•Be Positive•Start with the good parts•Keep bitching to a minimumCREATIVE GUIDANCE STRATEGIES39It’s not easy being a creative•Intense pressure•Weird hours•Each works differentlyThursday, April 18, 2013
  • 41. IV. SELLING THE WORK40•Bring the idea to life in any way possible•Sell early and often•Don’t accept the client’s frame of the problem. Reframe in the terms that aresurprising but make your answer inevitable and inarguable•Tell a story: the power of an idea, the problem, an even bigger problem,catalyst for change, how we know we’re rightSource: Rowena AlstonThursday, April 18, 2013
  • 42. You made it, now get to work!•Old world - wait for 3/6/12 months sales data•New World - real-time measurement & reporting for 24/7optimization•Work can always be made as culture and consumer’sbehavior shifts•Planners work with media & analytics to:•Define program goals•Develop learning & measurement plans•Generate fodder for new insightsV. MEASURING IMPACT41TestMeasureLearnOptimize•Analytics•Brand Tracking•EngagementMeasurement•Buzz Metrics•Brand Index•Copy TestingSource: Rowena AlstonThursday, April 18, 2013
  • 43. HOW TO WORK WITH PLANNERS42Thursday, April 18, 2013
  • 44. BE A WOLFPACK43PlannerCreative Media Account ProductionSource: Heidi HackemerThursday, April 18, 2013
  • 45. Planning takes time, good planning takes more timeGIVE PLANNERS THINKING TIME44Thursday, April 18, 2013
  • 46. Planners are never not workingThey’d love to bounce ideas,chat, or imagine the futureTalk to themBRING YOUR IDEAS EVERYDAY45Thursday, April 18, 2013
  • 47. “Consistency is the last refuge of the unimaginative”- Oscar WildeDONT BE AFRAID OF FAILURE46Source: Gareth Kay / Mark LewisThursday, April 18, 2013
  • 48. New business scour onblogs & social media, etcPOTENTIAL DAY IN THE LIFE - JR PLANNER47Competitive Dig for MarketAnalysisWrite tactical brief forDunkin Donuts SummerPromotion Biscuit BreakfastSharing stimulus increative briefingDeveloping hypotheses &initiatives for go-to-marketlaunch strategy on CignaGet Organized forday and week aheadThursday, April 18, 2013
  • 49. WANT TO BE A PLANNER?48Thursday, April 18, 2013
  • 50. IDEAL PLANNER DNA49A good intellect & innate curiosityCapable of daring leapsHumanity and empathyA dose of anxietyWeird wiringGeeking outAbility to performBraveEgo-lessAlways onNumerateTeam playerThursday, April 18, 2013
  • 51. READ THIS50Thursday, April 18, 2013
  • 52. Gareth KayFOLLOW THEM51Mark Earls Russell Davies Heather LeFevreThursday, April 18, 2013
  • 53. Feed & Fuel CreativityBe Objective & OptimisticBe present & talk oftenBe additive, not interruptiveBe CuriousDO THIS52Thursday, April 18, 2013
  • 54. QUESTIONS / THOUGHTS / COMMENTS53Thursday, April 18, 2013
  • 55. 54Thursday, April 18, 2013
  • 56. THANKS55  ross.cidlowski@hhcc.comLifefilterThursday, April 18, 2013