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Presentation in ADCR Campus on Digital Communication
          (Art Director Club Russia), May 2, 2010




Account planning
  in digital age
                        v0.3 (Beta)




                     Zigurds Zakis
           Strategic Planning and digital director
                INSTINCT (BBDO Group, Russia)


              BLOG: http://zz.typepad.com/engl
Account Planning in Digital Age
Account Planning in Digital Age
Ad agency




            Creative
          competences




Client                 Account
service               Planning/
competences            Strategy
                   competences
Account Planning: 1960s-2000s


             Understanding
               customer




Understanding                Understanding
  creativity                    business
With networking economy
             Understanding             the social aspect of every
                                            activity becomes
          customer and society           increasingly important.




                           Understanding
Understanding
                             economy
  creativity
                                 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.
Understanding
           customer and society



                                                              Understanding
Understanding
                                                                economy
  creativity



                    Understanding
                     technology
            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?
Consumer




                       economy
Culture




          technology
Competences
                        • Understanding consumer
                          (incl. flexible use of research tools)

                        • Understanding creativity and creative
  Creative                processes

                        • Understanding communication
             Account    • Understanding channels (media) and
             Planning     platforms

                        • Understanding culture
Client
                        • Understanding clients business

                        • Understanding economy, marketing and
                          strategy in broader sense
Don’t focus on technology.


            Focus on
customer needs, wants and behavior


               Focus on
         trends and changes
in society, culture and consumption
What technology does
to people, society, culture
      and economy

         rather than
what technology can or can’t do
What do
Account planner
     does?
Insight

   The Brief

Briefing session
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
    SACRIFICE”



  “OUR JOB IS
  TO SIMPLIFY”
                    BILL BERNBACH
JvM   Creative briefs
                                                  M&C Saatchi




                    Fallon
           BBH
                             via: http://theplanninglab.typepad.com/
Creative brief

            BBDO

      get•to•by
    Get: (whom / target)
  Who: (think/feel/do this)
  To: (do think/feel/do this)
By telling them : (proposition)
Account Planning in Digital Age
Great account
   Planner

  *Advertising Man
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

Mark Hancock

AMV BBDO

http://holycow.typepad.com/
Dig Deep!
Investigate things deeply
Curiosity
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.”



               www.IDEO.com
                    2000
Reading
“Read. Feed your Head. Think about what it means to you personally. Discuss with others.”
                                     (Merry Baskins)
                      “Reading is for awesome people” (Faris Yakobs)
People skills,
rather than technology knowledge
Participate
+
                   Participating =
Listening + Talking + Listening + Sharing + Listening
Challenge assumptions
The border between Planning and
Creative is disappearing:




Alex Bogusky
MDC
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
structure”.
http://zz.typepad.com/Engl

    http://Twitter.com/zz_zigurds

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Account Planning in Digital Age

  • 1. Presentation in ADCR Campus on Digital Communication (Art Director Club Russia), May 2, 2010 Account planning in digital age v0.3 (Beta) Zigurds Zakis Strategic Planning and digital director INSTINCT (BBDO Group, Russia) BLOG: http://zz.typepad.com/engl
  • 4. Ad agency Creative competences Client Account service Planning/ competences Strategy competences
  • 5. Account Planning: 1960s-2000s Understanding customer Understanding Understanding creativity business
  • 6. With networking economy Understanding the social aspect of every activity becomes customer and society increasingly important. Understanding Understanding economy creativity 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.
  • 7. Understanding customer and society Understanding Understanding economy creativity Understanding technology 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?
  • 8. Consumer economy Culture technology
  • 9. Competences • Understanding consumer (incl. flexible use of research tools) • Understanding creativity and creative Creative processes • Understanding communication Account • Understanding channels (media) and Planning platforms • Understanding culture Client • Understanding clients business • Understanding economy, marketing and strategy in broader sense
  • 10. Don’t focus on technology. Focus on customer needs, wants and behavior Focus on trends and changes in society, culture and consumption
  • 11. What technology does to people, society, culture and economy rather than what technology can or can’t do
  • 13. Insight The Brief Briefing session
  • 14. 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?
  • 15. “THE ESSENCE OF A GREAT BRIEF IS SACRIFICE” “OUR JOB IS TO SIMPLIFY” BILL BERNBACH
  • 16. JvM Creative briefs M&C Saatchi Fallon BBH via: http://theplanninglab.typepad.com/
  • 17. Creative brief BBDO get•to•by Get: (whom / target) Who: (think/feel/do this) To: (do think/feel/do this) By telling them : (proposition)
  • 19. Great account Planner *Advertising Man
  • 20. 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 Mark Hancock AMV BBDO http://holycow.typepad.com/
  • 24. “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.” www.IDEO.com 2000
  • 25. Reading “Read. Feed your Head. Think about what it means to you personally. Discuss with others.” (Merry Baskins) “Reading is for awesome people” (Faris Yakobs)
  • 26. People skills, rather than technology knowledge
  • 28. + Participating = Listening + Talking + Listening + Sharing + Listening
  • 30. The border between Planning and Creative is disappearing: Alex Bogusky MDC 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 structure”.
  • 31. http://zz.typepad.com/Engl http://Twitter.com/zz_zigurds