Account Planning in Digital Age

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

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)

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

by Zigurds Zakis

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