The dna of an account planner


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The dna of an account planner

  1. 1. The DNA of An Account Planner<br />C PipalMajik<br />
  2. 2. Ten Things that great Account Planners do well<br />C PipalMajik<br />
  3. 3. Listen Better<br />Listen to Clients, Servicing Guys, <br />Creative Folks, Research Teams, Sociologists, <br />Anthropologists, Futurologists, <br />most importantly, Consumers. <br />Listen carefully, search for nuances, <br />hidden meanings, deep unexplored insights...<br />C PipalMajik<br />
  4. 4. Empathise with Consumers<br />Remove filters, biases, prejudices, <br />preconceived notions, stereotypes, opinions, <br />generalizations & half-baked hypotheses. <br />Start with an honest, open mind, <br />put yourself in the consumers’ shoes, <br />think and feel like them…<br />C PipalMajik<br />
  5. 5. Learn to deal with Ambiguity<br />Don’t search for easy solutions, <br />don’t settle for quick answers, <br />live a while with uncertainty, <br />grapple with ambiguity, probe deeper, <br />look from multiple perspectives…<br />C PipalMajik<br />
  6. 6. Experiment<br />Try different approaches in unearthing insights, <br />alternative tactics to observe consumers, <br />multiple options for strategic solutions,<br />innovative ways of briefing creative teams, <br />interesting support for creative development…<br />C PipalMajik<br />
  7. 7. Go beyond Words<br />Use pictures, videos, films, characters, <br />cultural references, live experiences, <br />actual product demonstrations, <br />simulated behaviour patterns to <br />stimulate consumer responses, <br />communicate to creative teams, <br />sell ideas to clients…<br />C PipalMajik<br />
  8. 8. Have a Point of View<br />Basis consumer understanding & insight, <br />develop a clear Point of View, essential for <br />differentiated strategy and breakthrough creative. <br />Be honest and brave in <br />being the Consumers’ Champion…<br />C PipalMajik<br />
  9. 9. Shun Mediocrity<br />The good is the enemy of the great. <br />Playing safe is the most dangerous option! <br />Without a powerful untapped insight, <br />a differentiated strategy and <br />a breakthrough creative based on these, <br />the communication effort and money <br />will yield suboptimal results…<br />C PipalMajik<br />
  10. 10. Play a Team Game<br />Fruitful Collaboration is a Key Success Factor. <br />Partnering Creative Teams, <br />Supporting Research experts, and <br />sharing responsibility with Servicing Managers <br />helps the process and enhances the output… <br />C PipalMajik<br />
  11. 11. Build Strong Working Relationships<br />To get the best research output, <br />to inspire outstanding creative work, <br />to obtain full support from Servicing <br />and to gain Client’s total confidence, <br />Planners need to build strong relationships based on <br />professional respect and personal trust…<br />C PipalMajik<br />
  12. 12. Make it Fun!<br />Great atmosphere stimulates great work. <br />Enjoying the process and teamwork <br />creates a fertile ground for innovations <br />and breakthroughs in strategy and creative. <br />Ideas come faster and easier, <br />and cross-fertilize even more ideas…<br />C PipalMajik<br />
  13. 13. 20 Hats that Account Planners wear The Roles and Responsibilities of an Account Planner<br />C PipalMajik<br />
  14. 14. Four Kinds of Hats(Roles & Responsibilities)<br />The ‘Know’ Hats<br />The ‘Think’ Hats<br />The ‘Do’ Hats<br />The ‘Other’ Hats<br />C PipalMajik<br />
  15. 15. The ‘Know’ Hats<br />C PipalMajik<br />
  16. 16. Market Research Expert<br />C PipalMajik<br />
  17. 17. Human Behaviour Expert<br />C PipalMajik<br />
  18. 18. Futurologist<br />C PipalMajik<br />
  19. 19. Information Centre<br />C PipalMajik<br />
  20. 20. Communications Expert<br />C PipalMajik<br />
  21. 21. The ‘Think’ Hats<br />C PipalMajik<br />
  22. 22. Voice of the Consumer<br />C PipalMajik<br />
  23. 23. Data Analyst & Interpreter<br />C PipalMajik<br />
  24. 24. Knowledge Applicator<br />C PipalMajik<br />
  25. 25. Insight Miner<br />C PipalMajik<br />
  26. 26. The Agency POV Custodian <br />C PipalMajik<br />
  27. 27. The ‘Do’ Hats<br />C PipalMajik<br />
  28. 28. Research Manager<br />C PipalMajik<br />
  29. 29. Qualitative Focus Group Moderator<br />C PipalMajik<br />
  30. 30. Creative Brief Writer<br />C PipalMajik<br />
  31. 31. Communications Planner<br />C PipalMajik<br />
  32. 32. Strategy Developer<br />C PipalMajik<br />
  33. 33. The ‘Other’ Hats<br />C PipalMajik<br />
  34. 34. Bad Cop<br />C PipalMajik<br />
  35. 35. NPD Consultant<br />C PipalMajik<br />
  36. 36. Thought Leader<br />C PipalMajik<br />
  37. 37. Idea Catalyst<br />C PipalMajik<br />
  38. 38. NBD Champion<br />C PipalMajik<br />
  39. 39. What planners aren’t supposed to do!<br />Manage Projects & Relationships<br />Manage Businesses, Revenues, Profits<br />Write minutes of meetings<br />Buy gifts for the client’s wife<br />Raise & follow up on invoices<br />Collect overdues…<br />C PipalMajik<br />
  40. 40. Hats Off!<br />C PipalMajik<br />
  41. 41. Thank You<br />C PipalMajik<br />