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2012 SAS | Meredith Speier | A Failure to Plan, is a Plan for Failure.

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2012 SAS | Meredith Speier | A Failure to Plan, is a Plan for Failure.

  1. 1. March 2, 2012ON PLANNINGBY MEREDITH SPEIER, SENIOR DIRECTOR, STRATEGIC PLANNING
  2. 2. Overview Who am I Types of planning What kind of planner are you?2
  3. 3. A little bit about me year Year year year 1–3 3–7 7 – 12 12 – 173
  4. 4. A little bit about JWT 200 offices 90 countries 10,000 marketing professionals One of 300 WPP companies The Minneapolis office of JWT is the digital center of excellence4
  5. 5. JWT and Planning Ugo Ceria Said Seihoub Madrid Jack Perone Vienna Brooke Curtis Ekaterina Filimonova Toronto London Moscow Meredith Speier Minneapolis Pragya Singh New Delhi Adrian Barrow New York Jordan Price Tokyo Vannya Martinez Mexico City Hajime kato Tokyo Antonio Abello Haidong Guan Bogotá Shanghai Mollie Hill Singapore Gonzalo Fonseca Buenos Aires Russell Martin Thomas McGillick Kareem Farid Cape Town Sydney Cairo Ana Hernandes Khurram Hussain São Paulo Lahore Over 250 planners across the globe
  6. 6. TYPES OF PLANNING6
  7. 7. The roots of planning Connection Planning Media Planning Communication Planning Digital Strategy Content Strategy Brand Planning Account Planning CRM Planning Strategy7
  8. 8. 8
  9. 9. Types of planning we’ll cover today Digital Strategy Media Planning Account Planning Brand Planning Strategy9
  10. 10. Strategic Planning Assess the Map a plan situation for success Identify and solve the problem10
  11. 11. Strategic Planning Competitive/ Stakeholder Audience Success Strategic Plan Industry Alignment Insights Metrics & Roadmap Assessment11
  12. 12. Brand Planning PLANNER12
  13. 13. Brand Planning “Somewhere in your product, or in your business, there is a ‘difference’, an idea that can be developed into a story so big, so vital, and so compelling to your public as to isolate your product from its competitors,and make your public think of it as distinctly a different kind of product.” J. Walter Thompson, 1917
  14. 14. Examples of brand ideas Real beauty Creative Fun family Authentic independence entertainment athletic performance
  15. 15. Account Planning15
  16. 16. Account Planning Creative Client Account Before Account Planning Director Media Account Creative Director After Account Planning Client Account Planner Media16
  17. 17. Account Planning Coca Cola’s Creative Brief Excerpted from: Coca Cola Content 2020 Part One, The CognitiveMedia17
  18. 18. Media Planning18
  19. 19. Media Planning Source: Griffin Farley, Strategic Planning in Advertising, Tampa Ad2 Club19
  20. 20. Media Planning Source: Griffin Farley, Strategic Planning in Advertising, Tampa Ad2 Club20
  21. 21. Media Planning21 Source: Griffin Farley, Strategic Planning in Advertising, Tampa Ad2 Club
  22. 22. Digital StrategyOldest Age 86 65 46 29Youngest Age 66 47 30 10Total Population 35,254,874 77,980,296 63,425,317 87,608,116Percent of Pop 11% 25% 21% 29%Average time online/month 33.7 38.0 36.4 29.2Mobile owners 69% 87% 94% 65%Smartphone owners 18% 35% 62% 58% 22 Source: U.S. Census Bureau, Population Division, September 2011 and eMarketer, November 2011
  23. 23. Digital Strategy Competitive/ Stakeholder Audience Success Strategic Plan Industry Alignment Insights Metrics & Roadmap Assessment Online usage, Mobile & web Web analytics, Digital roadmap & savvy, etc. assessment digital metrics release plan23
  24. 24. Which one is right for you? Media Planning Digital Strategy Account Planning Brand Planning Strategy24
  25. 25. Which one is right for you? My planning quiz: 1. Are you a business major and/or do you have a solid understanding of business process? 2. Do your future plans include an MBA? 3. Do you like to solve complex problems? If you answered YES to 2 out of 3 of these, you’re a great candidate for Strategic Planning If you also have a passion for all things digital (the web, mobile, social media, etc.), you could be a great candidate for Digital Strategy25
  26. 26. Which one is right for you? My planning quiz: 1. Do you love brands and everything about them? 2. Do you love to watch advertising and dissect commercials? 3. Do you have a good understanding of all of the facets of marketing? If you answered YES to 2 out of 3 of these, you’re a great candidate for Brand Planning26
  27. 27. Which one is right for you? My planning quiz: 1. Do you love research; both conducting it and analyzing it? 2. Do you often find yourself trying to “figure people out”? 3. Do people ever tell you you’re inspirational or a good “idea” person? If you answered YES to 2 out of 3 of these, you’re a great candidate for Account Planning27
  28. 28. Which one is right for you? My planning quiz: 1. Do you love crunching or analyzing data? 2. Most of the time, do you prefer to operate within a defined process, but sometimes do something totally outside the box? 3. Do people ever tell you you’re one of those rare students who are good with numbers and with people? If you answered YES to 2 out of 3 of these, you’re a great candidate for Media Planning28
  29. 29. Planning Recap Planning Outputs Skill set Strategic Planning Business roadmaps, success metrics, Business acumen, MBA, objectives and strategies financial understanding Brand Planning Brand ideas and architecture Creativity, love for brands Account Planning Creative briefs, inspiration, research Researcher, thoughtful, and audience insights creativity Media Planning Media plans, social media plans, Mathematics, research, audience research forward-thinking Digital Strategy Digital roadmaps, research, web Business acumen, analytical, analytics reports, process change forward thinking29
  30. 30. Q&A30

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