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4 what is account planning


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4 what is account planning

  1. 1. What is Account Planning?<br />Chandradeep (CD) Mitra<br />C PipalMajik<br />
  2. 2. Account Planning –Managing the 4Ms of Marketing Communications<br />C PipalMajik<br />
  3. 3. Managing the 4Ms<br />The First M – the RightMarket<br />The Second M – the RightMotivation<br />The Third M – the RightMessage<br />The Fourth M – the RightMedia<br />C PipalMajik<br />
  4. 4. Managing the 4Ms<br />The First M – the Right Market(WHO)<br />The Second M – the Right Motivation(WHY)<br />The Third M – the Right Message(WHAT)<br />The Fourth M – the Right Media(WHERE & WHEN)<br />C PipalMajik<br />
  5. 5. Account Planning solves the old advertising dilemma – Hard-Working or Creative?<br />Hard-working and Creative!<br />C PipalMajik<br />
  6. 6. “I do not accept that there has to be a choice between advertising that is strategically relevant or creatively original”<br />Martin Boase<br />C PipalMajik<br />
  7. 7. “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 a man you can touch him at the core of his being.”<br />Bill Bernbach<br />C PipalMajik<br />
  8. 8. Account Planning is all about having a consumer focus and through this adding something to the process of creating outstanding advertising.<br />C PipalMajik<br />
  9. 9. Account Planning is about 3 questions<br />Why are we doing any advertising or communication at all?<br />Who are we communicating with?<br />What should we say and why?<br />C PipalMajik<br />
  10. 10. ‘Conceptually, account planning emphasizes the importance of the target consumers: understanding them, finding advertising strategies that will best fulfil the client’s marketing objectives in terms of attitudinal or behavioural response, and then evaluating the advertising developed, by pre- &post-testing, long-term tracking, etc.’ <br />S Staveley<br />C PipalMajik<br />
  11. 11. ‘Account Planning philosophy marks out a somewhat changed relationship with the client. Instead of simply mirroring the client’s marketing strategy and goals (usually in terms of markets, volumes, shares and revenue), the agency provides a complementary expertise – that directed at an intimate knowledge of the target group. This involves conducting a dialogue with the consumers, and better understanding of who they are, how advertising directed at them will work best, how they use it, and in which media; and afterwards, how well it is doing once a campaign is up and running.’<br />S Staveley<br />C PipalMajik<br />
  12. 12. Account Planning makes advertising more Hard-working<br />Better targeting<br />Better researched<br />Deeper insight<br />Newer proposition<br />More relevant message<br />More appropriate media<br />C PipalMajik<br />
  13. 13. Account Planning makes advertising more Creative<br />Better Consumer Understanding<br />More Powerful Insight<br />Fresh Perspective<br />Unique Platform<br />Greater Impact of Message<br />C PipalMajik<br />
  14. 14. Account Planning createsa Better Chance of producingMore Effectiveand More Creative advertisingMore Often!<br />C PipalMajik<br />
  15. 15. Role of Account Planning in Advertising?<br />Risk Reduction!<br />C PipalMajik<br />
  16. 16. ‘The creative man, the new type of planner and the account man, in essentially as a businessman with a flair for advertising, are all likely to have greater equality of status. And all of them are likely to be directly involved with the client. Because of their different mental processes and ways of tackling problems they are likely to work together more in a status of controlled friction than artificial harmony.’<br />Stanley Pollitt,<br />‘How I started Account Planning in Agencies’(Campaign, 1979)<br />C PipalMajik<br />
  17. 17. The drivers of Account Planning<br />Value-added utilization and interpretation of Consumer Research<br />Deeper understanding of Consumers<br />Understanding of how Advertising (Marketing Communications) actually works<br />Helping create more effective ads<br />C PipalMajik<br />
  18. 18. ‘The Voice of the Consumer’<br />C PipalMajik<br />
  19. 19. ‘The Agency’s Conscience’<br />C PipalMajik<br />
  20. 20. ‘The Third Leg’<br />C PipalMajik<br />
  21. 21. ‘The Creativity behind the Creativity’<br />HenrikHabberstad<br />C PipalMajik<br />
  22. 22. ‘The goal is always about effectiveness, which means we must bring everything back to behavioral & business outcomes, both short & long term.When in doubt, our best judgements about these must always be more important than pleasing the client, double guessing the boss, winning a Golden Lion, making a quick buck or covering our arses. It’s not always easy, but this is the only solid ground to stand on.’Paul Feldwick<br />C PipalMajik<br />
  23. 23. “Any systematic approach to planning advertising has to do morethan simply provide controls and disciplines. It must actively stimulateimagination and creativity too” Stephen King, 1974<br />C PipalMajik<br />
  24. 24. “We need a process that enhances an agency’s ability to produce outstanding creative solutions for our brands that will be effective in the marketplace. It is the planner’s job to guide or facilitate this process via the astute application of knowledge, otherwise known as consumer and market understanding. From the real world, outside the myopic, navel gazing self absorbed, self rewarding industry we live and work in.”Mary Baskins<br />C PipalMajik<br />
  25. 25. The ROI of Account Planning<br />Relevance ( Understanding of consumer, her relationship with category, brand & media, and how communications can influence her)<br />Originality(Differentiated strategy, unique platform, clutter-breaking creative)<br />Impact ( Effectiveness in getting desired business result within minimum investment of time & effort)<br />C PipalMajik<br />
  26. 26. “If researchers are data gatherers, then planners are knowledge applicators. Planners must insightfully interpret and illuminate the data, and develop intuitive hypotheses from it.”Mary Baskins<br />C PipalMajik<br />
  27. 27. "Account Planning serves tochannel the consumer's viewpointto the agency's creative staff during the entire process ofmaking an ad campaign” <br />Jay Chiat, Chiat/Day<br />C PipalMajik<br />
  28. 28. "Account Planning brings the voice of the consumerto the creative, so that, in turn, the creative can talk to the consumer”<br />lonaKligman<br />C PipalMajik<br />
  29. 29. "The Account Planner speaks with the voice ofa thousand consumers”<br />Jane Newman<br />C PipalMajik<br />
  30. 30. "An Account Planner will find a statistic, then, rather than simply deliver the data – interpret what the numbermeans in the real world”<br />A Feuer<br />C PipalMajik<br />
  31. 31. "The secret of peering into the future depends on the deepest possible understandingof consumers as people "<br />R Sliver<br />C PipalMajik<br />
  32. 32. "The Account Planner who explainsthe marketplace with value-added interpretation and analysiswill have a decided edgeover the Researcher who is still 'describing' markets"<br />A Adams<br />C PipalMajik<br />
  33. 33. "The Account Planner's role is to think as the consumer thinks,thus giving a face to piles of demographic and psychographic research compiled by both client and agency"<br />K Stern<br />C PipalMajik<br />
  34. 34. "An Account Planner should belike an investigative journalist.You need a lot of brains and a little moxie”<br />Richard Block<br />C PipalMajik<br />
  35. 35. 5 Benefits of Account Planning<br />C PipalMajik<br />
  36. 36. Benefit 1:Account Planning helps an agency understand the consumer more precisely. It prevents the agency from listening only to the client, who can easily make false assumptionsabout his or her audience.<br />C PipalMajik<br />
  37. 37. Benefit 2:Account Planning starts with what a client wants to say and ends with what a target audience wants to hear. Constant interaction with consumersensures that the agency always knows what consumers are thinking.<br />C PipalMajik<br />
  38. 38. Benefit 3:Because Account Planning helps an agency know a client's market so clearly, the concept leads to attention- grabbing campaigns that help sell more of the Brand. The advertising is simply better.<br />C PipalMajik<br />
  39. 39. Benefit 4:Account Planning leads to relevant advertising more often because Account Planning is the consumer's representative within an agency.They ensure that their agencies are in constant communication with consumers and not just their clients..<br />C PipalMajik<br />
  40. 40. Benefit 5:Account planning makes it easier to sell a campaign to a client because the agency can explain quite specifically why the advertising should be done a particular way. <br />C PipalMajik<br />
  41. 41. So what’s next?!<br />C PipalMajik<br />