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The What, How & Why Of Account Planning.


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One practitioner's view of the discipline of Account Planning, based on a 15 year career at top US agencies.

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The What, How & Why Of Account Planning.

  1. 1. Picture of campfire
  2. 2. The what, how and why of Account Planning. Guy Gould-Davies, Driving Insights Inc. September 29th 2009
  3. 3. An odd term given what it describes
  4. 4. “Planning is the application of disciplined and insightful strategic thinking, grounded in target audience insights, which has a significant and demonstrable impact on the quality and effectiveness of a brand’s marketing message and communications” - APG:UK
  5. 5. What is a brand?
  7. 7. COMPANY CONSUMER Product Price Place BRAND Distribution Marketing
  8. 8. Ideal Self Other Self Real self
  9. 9. Ideal Self Other Self Real self
  10. 10. COMPANY CONSUMER Product Outlook/mindset Price Desires Place Beliefs/values BRAND Distribution Roles Marketing Attitudes and opinions
  11. 11. Most of the time it’s tackling “the pretty good problem”
  12. 12. Ford Focus Ford Focus Kia Spectra Hatchback Sedan Sedan Toyota Scion Hyundai Elantra Matrix XA Sedan Hyundai Elantra Kia Spectra Hatchback Hatchback
  13. 13. $349.99 $299.99 $349.99 $249.99 $249.99 $249.99 $279.99 $349.99 $299.99 $239.99
  14. 14. We’re problem solvers
  15. 15. People say they don’t need the service and have well rehearsed reasons why not
  16. 16. We’re change agents
  17. 17. Continue to drive sales without any new product news
  18. 18. “We sell or else” David Ogilvy
  19. 19. What makes us different?
  20. 20. We’re able to see things other people can’t Seeing and hearing In what’s present and what’s missing
  21. 21. SB print work
  22. 22. SB print work
  23. 23. We provide insight
  24. 24. It is the inspiration to help people see differently Think Feel
  25. 25. …to change the relationships that matter
  26. 26. “At the heart of an effective creative philosophy is the belief that nothing is so powerful as an insight into human nature, what compulsions drive a man, what instincts dominate his actions, even though his language so often camouflages what really motivates him. For if you know these things about man you can touch him at the core of his being.” Bill Bernbach
  27. 27. Heady stuff! How do we do it?
  28. 28. Combine several disciplines Brands Business Consumer Buying Human Anthropology behavior context context Individual & group context Marketing Psychology and sociology Communications
  29. 29. A range of activities Create a single cohesive context • Brand • Consumer • Communications • Business
  30. 30. Mobile messaging landscape reliability speed portability t p rin Ve A S Verizon sprint riz T& &T on T AT T Mobile clarity coverage price
  31. 31. A range of activities Create a single Tell the story that Research cohesive context inspires belief and action • Brand Exploration of: • Emotional and rational • Consumer • Relationships conviction • Communications • Issues • Opportunities • Business
  32. 32. A blend of skills Rigor and discipline Imagination & possibility Analysis and deduction Creativity and inspiration Informed Intuition Science Art LEFT RIGHT
  33. 33. A way of thinking
  34. 34. A product ingredient actively discourages people from buying it
  35. 35. People say they don’t need the service and have well rehearsed reasons why not
  36. 36. Walking around the problem
  37. 37. Consumer relationships provide context LIFE/CULTURE CATEGORY BRANDS PRODUCTS Broader influences What are they buying? and trends? Brand How do they buy? perceptions? Features? Benefits? Wider meaning and Brand significance tap into? positioning? Why are they buying?
  38. 38. People don’t trust the brand
  39. 39. Something to bear in mind The ‘rules’ that anchor relationships are often mistaken for incontrovertible facts. Challenging rules can create new opportunities.
  40. 40. Parting thoughts • Accept your solving a puzzle, it won't be done well in a linear way • Walk around a problem and look at it from different angles • Go after sacred cows, conventions and rules that have gone unchallenged and can unlock opportunity • Be relentlessly curious • Believe in the possibility of every assignment
  41. 41. Thank you