Account Planning in Digital AgePresentation Transcript
Presentation in ADCR Campus on Digital Communication
(Art Director Club Russia), May 2, 2010
in digital age
Strategic Planning and digital director
INSTINCT (BBDO Group, Russia)
Account Planning: 1960s-2000s
With networking economy
Understanding the social aspect of every
customer and society increasingly important.
Economy in a broader sense -
business is to narrow. We have to think
whole picture, including also economy
of client and its stakeholders, economy
of household etc.
Behavioral economics - new source of
inspiration and knowledge.
customer and society
what it enables rather than what is possible to do by it?
what does it mean to people, society and culture?
What does it change in our lives, culture, society and economy?
• Understanding consumer
(incl. ﬂexible use of research tools)
• Understanding creativity and creative
• Understanding communication
Account • Understanding channels (media) and
• Understanding culture
• Understanding clients business
• Understanding economy, marketing and
strategy in broader sense
Don’t focus on technology.
customer needs, wants and behavior
trends and changes
in society, culture and consumption
What technology does
to people, society, culture
what technology can or can’t do
Before creative brief
Simplifying and refocusing client brief
to focus and inspire creative team:
What are speciﬁc business goals?
Where the business will come from?
What is the role of marketing communication?
Who are customers associated with growth?
A: What do they do (think/feel/do) today?
B: What do we want them to do (think/feel/do)?
What experience do they need to move from A to B?
“THE ESSENCE OF
A GREAT BRIEF IS
“OUR JOB IS
Get: (whom / target)
Who: (think/feel/do this)
To: (do think/feel/do this)
By telling them : (proposition)
The Convergent Planner
(Advertising Man!) should have:
1) Intellect of the brand architect
2) Financial acumen
of the management consultant
3) Geekiness of the hacker
4) Curiosity of the social psychologist
Investigate things deeply
The most important letter
“People that are T-shaped:
Broad and Deep”.
Broad in their skills and interests
and able to work with wide range or people.
Deep in their knowledge and experience
in one or more disciplines.”
“Read. Feed your Head. Think about what it means to you personally. Discuss with others.”
“Reading is for awesome people” (Faris Yakobs)
The border between Planning and
Creative is disappearing:
Chief Creative Insurgent
“An insurgent is deﬁned as
someone who challenges the
status quo. My job is to question
the very deﬁnition of marketing and
communications and corporate