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




Account plannin...
Ad agency




            Creative
          competences




Client                 Account
service               Planning...
Account Planning: 1960s-2000s


             Understanding
               customer




Understanding                Unders...
With networking economy
             Understanding             the social aspect of every
                                ...
Understanding
           customer and society



                                                              Understandi...
Consumer




                       economy
Culture




          technology
Competences
                        • Understanding consumer
                          (incl. flexible use of research tool...
Don’t focus on technology.


            Focus on
customer needs, wants and behavior


               Focus on
         tr...
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 spec...
“THE ESSENCE OF
 A GREAT BRIEF IS
    SACRIFICE”



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




                    Fallon
       ...
Creative brief

            BBDO

      get•to•by
    Get: (whom / target)
  Who: (think/feel/do this)
  To: (do think/fee...
Great account
   Planner

  *Advertising Man
The Convergent Planner
(Advertising Man!) should have:


1) Intellect of the brand architect
2) Financial acumen
   of the...
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 ra...
Reading
“Read. Feed your Head. Think about what it means to you personally. Discuss with others.”
                        ...
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...
http://zz.typepad.com/Engl

    http://Twitter.com/zz_zigurds
Account Planning in Digital Age
Account Planning in Digital Age
Account Planning in Digital Age
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  • wow Carlos Rubi! With such strong feelings about Mr. Zaki's deck and account planning in general, it's a bit ironic (but not surprising) that you have contributed ZERO slideshares illustrating your own POV. Classy.
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  • very useful.... thx
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  • very insightful and helpful for undergraduates to understand and demystify...As a professor, it works...
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  • Slide 12, proper English would be: 'What do Account Planners do?' OR 'What does the Account Planner do?' At any rate, that was the least of the problems. This presenation could have had more clarity and purpose. For example, Slide 17 is tilted Get-To-By, but you have Who after Get in the description. Moreover, it's good to know that a good Account Planner is an Advertising Man, but why does he/she have to be a Convergent Planner too. It's time we stop romanticizing account planning as something magical because we just end up looking like a bunch of fools who want to show off how smart we are.
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  • Pithy overview of account planning...not sure about the digital insurgent job title at the end though
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Account Planning in Digital Age

  1. 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
  2. 2. Ad agency Creative competences Client Account service Planning/ competences Strategy competences
  3. 3. Account Planning: 1960s-2000s Understanding customer Understanding Understanding creativity business
  4. 4. 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.
  5. 5. 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?
  6. 6. Consumer economy Culture technology
  7. 7. 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
  8. 8. Don’t focus on technology. Focus on customer needs, wants and behavior Focus on trends and changes in society, culture and consumption
  9. 9. What technology does to people, society, culture and economy rather than what technology can or can’t do
  10. 10. What do Account planner does?
  11. 11. Insight The Brief Briefing session
  12. 12. 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?
  13. 13. “THE ESSENCE OF A GREAT BRIEF IS SACRIFICE” “OUR JOB IS TO SIMPLIFY” BILL BERNBACH
  14. 14. JvM Creative briefs M&C Saatchi Fallon BBH via: http://theplanninglab.typepad.com/
  15. 15. Creative brief BBDO get•to•by Get: (whom / target) Who: (think/feel/do this) To: (do think/feel/do this) By telling them : (proposition)
  16. 16. Great account Planner *Advertising Man
  17. 17. 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/
  18. 18. Dig Deep! Investigate things deeply
  19. 19. Curiosity
  20. 20. The most important letter
  21. 21. “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
  22. 22. 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)
  23. 23. People skills, rather than technology knowledge
  24. 24. Participate
  25. 25. + Participating = Listening + Talking + Listening + Sharing + Listening
  26. 26. Challenge assumptions
  27. 27. 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”.
  28. 28. http://zz.typepad.com/Engl http://Twitter.com/zz_zigurds
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