STRATEGIC PLANNING by Shafiq Pontoh

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STRATEGIC PLANNING by Shafiq Pontoh

  1. 1. @ShafiqPontoh     Strategic  Planner  Ogilvy  &  Mather  Adver9sing  
  2. 2. What  is  strategic  planning?      How  do  we  plan?      The  results  of  strategic  planning         strategic  planning  is  like  good  underwear  –       it  never  shows,  but  if  you  don t  have  it,   everybody  knows!     Shubho  Sarkar  –  Bates  101  
  3. 3. LOGIC MAGIC
  4. 4. THE OBJECTIVE
  5. 5. The insights-  Consumers insights-  Cultural insights-  Product insights-  Category insights-  Market insights-  Brand insights-  Company insights-  Client insights-  Business insights-  Creative insights-  Media insights-  Technology insights-  etc-  etc-  etc
  6. 6. For (TA, Behavioral, wow, need based),Brand Name is (Role in TA s life) +Benefits
  7. 7. Thank  you  J   @ShafiqPontoh     Strategic  Planner  Ogilvy  &  Mather  Adver9sing  

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