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STRATEGIC PLANNING CHEATS
- A Handbook for Young Planners -
by Andreas Krasser
Lead Planner @ DDB Group Korea
November 2013
LEVEL 1: JOB ROLE
LEVEL 2: WORK PROCESS
LEVEL 3: CHEATS
LEVEL 4: HELPFUL RESOURCES
CONTENTS
JOB ROLE
LEVEL 1
STRATEGIC PLANNER?
“When you have eliminated the
impossible, whatever remains, however
improbable, must be the truth.”
!
Sherlock Holmes
YOU’RE NOT…
Additional account managers
Researchers
Digital media planners
Copywriters
Translators…
YOU’RE NOT…
Additional account managers,
YOU ARE…client facing. You present your
thinking to clients directly and also
provide them with strategic
marketing counsel.
YOU’RE NOT…
Researchers
using research and also collecting
insights yourselves from time to
time. You conduct qualitative
research to reveal compelling
consumer truths. You analyse
research results to develop
strategies for brand campaigns
and new business pitches.
YOU ARE…
YOU’RE NOT…
Digital media planners
offering advertising thinking
regardless of media channels. You
help clients define their brand’s
vision for the digital as well as non-
digital space. You develop
experience strategies that can
come to live in any platform
relevant to the target audience.
YOU ARE…
YOU’RE NOT…
brand planners. You define
positioning of brands, write
creative briefs and work closely
with creative teams to deliver
inspiring and effective results.
YOU ARE…
Copywriters, translators, etc.
WORK PROCESS
LEVEL 2
PRE-CREATIVE
BRIEFING
POST-CREATIVE
BRIEFING
Client Brief Research Creative Brief Writing Creative Briefing
PRE-CREATIVE BRIEFING
Client Brief Research Creative Brief Writing Creative Briefing
PRE-CREATIVE BRIEFING
The client provides you with a brief, which explains the
business background, the marketing objective, the campaign objective,
the target audience, success metrics, budget, deliverables and timings.
Client Brief Research Creative Brief Writing Creative Briefing
PRE-CREATIVE BRIEFING
You actively and/or passively go through consumer research and
review & analyse the results, you do desk research regarding the market
context and competition, study the brand and finally make sense
out of it all, so you won’t have to bore the creatives with tons of
graphs and tables later on.
Client Brief Research Creative Brief Writing Creative Briefing
PRE-CREATIVE BRIEFING
You structure all of your learnings and edit them into a creative brief,
which is creative and brief.
Client Brief Research Creative Brief Writing Creative Briefing
PRE-CREATIVE BRIEFING
You don’t just hand over a document to the creatives, you inspire them.
Creative
Review
Presentation
Preparation
Client
Presentation
POST-CREATIVE BRIEFING
Campaign
Implementation
Case Study
Writing
Creative
Review
Presentation
Preparation
Client
Presentation
POST-CREATIVE BRIEFING
Campaign
Implementation
Case Study
Writing
You assess whether ideas are on brief and if they really matter to the
consumer. You provide constructive feedback and collaboratively figure
out how to make things work rather than constantly look for
reasons why things won’t work.
Creative
Review
Presentation
Preparation
Client
Presentation
POST-CREATIVE BRIEFING
Campaign
Implementation
Case Study
Writing
Based on the nature of the presentation, you put together a few simple
slides that explain the strategic thinking behind the ideas. Your slides
directly build up to the creative, preparing the stage for the big idea.
Creative
Review
Presentation
Preparation
Client
Presentation
POST-CREATIVE BRIEFING
Campaign
Implementation
Case Study
Writing
You recap the brief/assignment and briefly explain the
strategic thinking in a way that is interesting and creates
anticipation for the creative presentation.
Creative
Review
Presentation
Preparation
Client
Presentation
POST-CREATIVE BRIEFING
Campaign
Implementation
Case Study
Writing
You provide counsel and feedback to creatives, media planners and
producers when needed.
Creative
Review
Presentation
Preparation
Client
Presentation
POST-CREATIVE BRIEFING
Campaign
Implementation
Case Study
Writing
You keep track of campaign results, organise the data and put
everything into a written effectiveness case study.
EVERYBODY’S HAPPY
AND YOU’VE ACHIEVED
WORLD PEACE…
IT’S NOT A
PERFECT
WORLD…
Whatever can go wrong,
will go wrong.
Client Brief Research Creative Brief Writing Creative Briefing
HOW THINGS GO WRONG
The client brief lacks focus, does not specify a clear
communication objective and gives no indication on how success
will be measured.
Client Brief Research Creative Brief Writing Creative Briefing
HOW THINGS GO WRONG
No consumer research has been conducted at any point and
other data available dates back to the stone age. Also, there is no
time and/or budget for a new research initiative.
Client Brief Research Creative Brief Writing Creative Briefing
HOW THINGS GO WRONG
The brief is written without getting other people’s inputs/opinions
and every piece of information included is only based on assumptions.
Client Brief Research Creative Brief Writing Creative Briefing
HOW THINGS GO WRONG
The creatives feel uninspired and cannot use the strategic direction.
HOW THINGS GO WRONG
Creative
Review
Presentation
Preparation
Client
Presentation
Campaign
Implementation
Case Study
Writing
A simple review turns into a ten-hour meeting where everybody
involved forcefully tries to come up with reasons why
the ideas won’t work.
HOW THINGS GO WRONG
Creative
Review
Presentation
Preparation
Client
Presentation
Campaign
Implementation
Case Study
Writing
Nobody coordinates; strategy, creative and media are not interlinked,
the deck is a 600 slides Powerpoint monster with different layouts
and various fonts.
HOW THINGS GO WRONG
Creative
Review
Presentation
Preparation
Client
Presentation
Campaign
Implementation
Case Study
Writing
The intro part of the presentation turns into an hour-long credentials
pitch, followed by an hour-long recap of the client brief.
By the time the creatives present, the client has
achieved a new high-score in Candy Crush.
HOW THINGS GO WRONG
Creative
Review
Presentation
Preparation
Client
Presentation
Campaign
Implementation
Case Study
Writing
You sit back, do nothing and completely have no interest
in how the campaign gets executed.
HOW THINGS GO WRONG
Creative
Review
Presentation
Preparation
Client
Presentation
Campaign
Implementation
Case Study
Writing
The data you’ve received has nothing to do with the initial objectives
and KPIs of the campaign. Confidentiality policies don’t allow the
client to share sales data with you.
SO HERE ARE A FEW
CHEATS FOR WHEN
THINGS DO GO WRONG…
CHEATS
LEVEL 3
GETTING BETTER
CLIENT BRIEFS
Sometimes, it’s as simple as picking up
the phone and asking the right questions.
Sometimes, it takes a little more…
CO-CREATION
DOES THE TRICK
In case the client has dozens of different
messages that need to be
communicated to dozens of targets and
sub-targets, which all should lead to
increase of sales and record levels of
brand awareness, get all key decision
makers in a room and guide them
through a prioritisation process…
CO-CREATION TEMPLATE
Macro Audit Prioritisation
Issues/
Opportunities
Recommendations
Before the actual workshop session, you study the client’s business
objectives, evaluate current brand assets and inspect the market
situation through secondary research. Ideally, at this stage, you’ll
already will have gathered some consumer insights.
CO-CREATION TEMPLATE
Macro Audit Prioritisation
Issues/
Opportunities
Recommendations
In a collaborative session with the client, you go through a structured
prioritisation process. Based on the macro audit learnings, you
prioritise market segments and communication targets.
CO-CREATION TEMPLATE
Macro Audit Prioritisation
Issues/
Opportunities
Recommendations
Based on the market and target prioritisation, you rank issues to
overcome/opportunities to leverage, which will help you in achieving
a clear communication objective. Ideally, you’ll have a set of issues/
opportunities prepared to choose from (research outcomes).
CO-CREATION TEMPLATE
Macro Audit Prioritisation
Issues/
Opportunities
Recommendations
You edit all of the workshop outcomes into a simple,
straight-forward recommendations document, which basically
equals a focused client brief.
QUICK &
DIRTY
INSIGHTS
Nothing beats diligence and
time when it comes to
uncovering interesting and
compelling consumer truths…
…EXCEPT
MAYBE
REALITY
Here are some tips and
tricks that can come in
handy, when you’ve been
given a ridiculous deadline to
come up with an insights-
founded strategy.
OBSERVATION
Simple observation is a qualitative
research method in which the
researcher is recording what
human beings do in certain
settings, not what they say.
CASE
For MLA, we spent 3 hours in a
hypermarket, next to the meat
section and 2 hours in a Korean
BBQ restaurant. Through simple
observation,we gathered
interesting initial insights, such as
men being more likely to buy
packed meat or older female
shoppers being more likely to
consult with the butcher.
ACCOMPANIED
TRIPS
Accompanied trips are a qualitative
observational method during which a
researcher is given permission to
accompany an individual through the
process under investigation and asks
questions at different points in time.
With consensus of the participant, the
process can be documented by video
or photography.
CASE
For Gatorade we needed quick insights
regarding female exercisers. We
accompanied a girl in her 20s to the
gym, observed her training routine and
asked questions in between. We
identified following consumer tension:
!
’If I’m not alone in the gym, I never push
my self to the fullest because I still worry
about sweat marks.’
!
Based on that insight, we proposed a
strategy evolving around ‘It’s ok to
sweat’.
‘QUICK’
SOCIAL
INSIGHTS
Another way to reveal ‘quick’
insights is through Naver
search analysis. The process is
rather simple yet a little time
consuming…
Coding Categories &
Keyword Definition
Search Coding Analysis
NAVER INSIGHTS
Based on the nature of your project, you define coding categories to
organise conversations under certain themes. Based on these
categories, you define key words and key word combinations that will
yield insights regarding how consumers talk about your brand in the
social space (e.g. brand name, competitor names, in combination with
certain brand attributes etc.)
Search Coding Analysis
NAVER INSIGHTS
Define a timeframe (can vary on total volume; rule of thumb: last 3
months) for the search and specify the platforms (Blog, Knowledge,
Cafe) you want to analyse, via Naver Search settings.
Coding Categories &
Keyword Definition
Search Coding Analysis
NAVER INSIGHTS
You take a sample of 100 conversations. Make sure they are
not junk and then code them against the categories
you’ve defined in step 1.
Coding Categories &
Keyword Definition
Search Coding Analysis
NAVER INSIGHTS
Using Excel, you create descriptive graphs showing total share of
voice (according to brands), total volumes per platform, sentiment
(positive, neutral, negative), conversation spikes and other
quantitative findings based on your initial coding categories.
Coding Categories &
Keyword Definition
Search Coding Analysis
NAVER INSIGHTS
You then further dig into the themes and show qualitative examples
of conversations that represent the category/theme.
Coding Categories &
Keyword Definition
INSPIRING THE CREATIVES
The brief is an ad to influence the
creative team.
!
John Steel
INSPIRING THE CREATIVES
Look at the creative brief as collaborative process.
!
Involve the creatives in your thinking early on, ask
them questions and let them tell you what they would
like to know about the target audience etc.
INSPIRING THE CREATIVES
Don’t think of the creative briefing as an official or dry meeting.
!
Think of it as an inspiring information session.
!
Get out of the office, bring the consumer to life.
INSPIRING THE CREATIVES
The brief itself does not always have to be a document.
Sometimes a creative brief film can help inspire the creatives…
CAMPAIGN TONE & MANNER
BRINGING THE
TARGET TO LIFE
BRAND POSITIONING
PRESENTING
TO CLIENTS
A presentation to the client (esp. a
pitch) is not a lecture. Don’t
repeat facts and stats the client
knows anyways, don’t over-
explain…bottom line, don’t be
boring.
PRESENTING
TO CLIENTS
Avoid death by Powerpoint.
!
Make sure every slide has a point;
if not, get rid of it.
!
Understand your audience and
tailor your presentation style to
them.
PRESENTATION FLOW
Recap the brief
Define the
communication
challenge
Present
strategic solution/
sweet spot
Explain how you approached the
brief, your studies and the
status quo
Explain insights, consumer tensions
&/or opportunities
WRITING THE
CASE STUDY
Answer the question
!
Know your judging audience
!
Avoid jargon
!
Tell a simple story
!
Grab attention at the beginning
Source: Warc Case Study Workshop (2013)
IN 50 WORDS“Levi’s Korea transformed itself from a
brand caught in between luxury and fast-
fashion to a brand that re-invented the local
perception of style. It escaped the ever
changing, celebrity-endorsed clutter of the
category and drove sales and consumer
advocacy by stretching the limits of what is
seen as personal expression.”
Source: Warc Case Study Workshop (2013)
WHAT THE
JUDGES SEE…
WHAT THE
JUDGES SEE…
Source: Warc Case Study Workshop (2013)
HELPFUL RESOURCES
LEVEL 4
PLANNING
Planning tools & hacks:
http://plannersdilemma.misentropy.com/
!
Planning Wiki:
http://plannersphere.pbworks.com/w/page/
17146375/FrontPage
!
Junior Strategy:
http://www.juniorstrategy.com/
!
!
BLOGSBud Caddell (Digital Strategist):
http://whatconsumesme.com/
!
Gerald Hensel (Digital Strategist):
http://davaidavai.com/
!
Julian Cole (Comms Planner)
http://adspace-pioneers.blogspot.kr/
!
Rich Siegel (Creative Director):
http://roundseventeen.blogspot.de/
!
Murat Mutlu (Designer):
http://www.mobileinc.co.uk/
!

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Strategic Planning Cheats Guide

  • 1. STRATEGIC PLANNING CHEATS - A Handbook for Young Planners - by Andreas Krasser Lead Planner @ DDB Group Korea November 2013
  • 2. LEVEL 1: JOB ROLE LEVEL 2: WORK PROCESS LEVEL 3: CHEATS LEVEL 4: HELPFUL RESOURCES CONTENTS
  • 5. “When you have eliminated the impossible, whatever remains, however improbable, must be the truth.” ! Sherlock Holmes
  • 6. YOU’RE NOT… Additional account managers Researchers Digital media planners Copywriters Translators…
  • 7. YOU’RE NOT… Additional account managers, YOU ARE…client facing. You present your thinking to clients directly and also provide them with strategic marketing counsel.
  • 8. YOU’RE NOT… Researchers using research and also collecting insights yourselves from time to time. You conduct qualitative research to reveal compelling consumer truths. You analyse research results to develop strategies for brand campaigns and new business pitches. YOU ARE…
  • 9. YOU’RE NOT… Digital media planners offering advertising thinking regardless of media channels. You help clients define their brand’s vision for the digital as well as non- digital space. You develop experience strategies that can come to live in any platform relevant to the target audience. YOU ARE…
  • 10. YOU’RE NOT… brand planners. You define positioning of brands, write creative briefs and work closely with creative teams to deliver inspiring and effective results. YOU ARE… Copywriters, translators, etc.
  • 13. Client Brief Research Creative Brief Writing Creative Briefing PRE-CREATIVE BRIEFING
  • 14. Client Brief Research Creative Brief Writing Creative Briefing PRE-CREATIVE BRIEFING The client provides you with a brief, which explains the business background, the marketing objective, the campaign objective, the target audience, success metrics, budget, deliverables and timings.
  • 15. Client Brief Research Creative Brief Writing Creative Briefing PRE-CREATIVE BRIEFING You actively and/or passively go through consumer research and review & analyse the results, you do desk research regarding the market context and competition, study the brand and finally make sense out of it all, so you won’t have to bore the creatives with tons of graphs and tables later on.
  • 16. Client Brief Research Creative Brief Writing Creative Briefing PRE-CREATIVE BRIEFING You structure all of your learnings and edit them into a creative brief, which is creative and brief.
  • 17. Client Brief Research Creative Brief Writing Creative Briefing PRE-CREATIVE BRIEFING You don’t just hand over a document to the creatives, you inspire them.
  • 19. Creative Review Presentation Preparation Client Presentation POST-CREATIVE BRIEFING Campaign Implementation Case Study Writing You assess whether ideas are on brief and if they really matter to the consumer. You provide constructive feedback and collaboratively figure out how to make things work rather than constantly look for reasons why things won’t work.
  • 20. Creative Review Presentation Preparation Client Presentation POST-CREATIVE BRIEFING Campaign Implementation Case Study Writing Based on the nature of the presentation, you put together a few simple slides that explain the strategic thinking behind the ideas. Your slides directly build up to the creative, preparing the stage for the big idea.
  • 21. Creative Review Presentation Preparation Client Presentation POST-CREATIVE BRIEFING Campaign Implementation Case Study Writing You recap the brief/assignment and briefly explain the strategic thinking in a way that is interesting and creates anticipation for the creative presentation.
  • 22. Creative Review Presentation Preparation Client Presentation POST-CREATIVE BRIEFING Campaign Implementation Case Study Writing You provide counsel and feedback to creatives, media planners and producers when needed.
  • 23. Creative Review Presentation Preparation Client Presentation POST-CREATIVE BRIEFING Campaign Implementation Case Study Writing You keep track of campaign results, organise the data and put everything into a written effectiveness case study.
  • 24. EVERYBODY’S HAPPY AND YOU’VE ACHIEVED WORLD PEACE…
  • 25. IT’S NOT A PERFECT WORLD… Whatever can go wrong, will go wrong.
  • 26. Client Brief Research Creative Brief Writing Creative Briefing HOW THINGS GO WRONG The client brief lacks focus, does not specify a clear communication objective and gives no indication on how success will be measured.
  • 27. Client Brief Research Creative Brief Writing Creative Briefing HOW THINGS GO WRONG No consumer research has been conducted at any point and other data available dates back to the stone age. Also, there is no time and/or budget for a new research initiative.
  • 28. Client Brief Research Creative Brief Writing Creative Briefing HOW THINGS GO WRONG The brief is written without getting other people’s inputs/opinions and every piece of information included is only based on assumptions.
  • 29. Client Brief Research Creative Brief Writing Creative Briefing HOW THINGS GO WRONG The creatives feel uninspired and cannot use the strategic direction.
  • 30. HOW THINGS GO WRONG Creative Review Presentation Preparation Client Presentation Campaign Implementation Case Study Writing A simple review turns into a ten-hour meeting where everybody involved forcefully tries to come up with reasons why the ideas won’t work.
  • 31. HOW THINGS GO WRONG Creative Review Presentation Preparation Client Presentation Campaign Implementation Case Study Writing Nobody coordinates; strategy, creative and media are not interlinked, the deck is a 600 slides Powerpoint monster with different layouts and various fonts.
  • 32. HOW THINGS GO WRONG Creative Review Presentation Preparation Client Presentation Campaign Implementation Case Study Writing The intro part of the presentation turns into an hour-long credentials pitch, followed by an hour-long recap of the client brief. By the time the creatives present, the client has achieved a new high-score in Candy Crush.
  • 33. HOW THINGS GO WRONG Creative Review Presentation Preparation Client Presentation Campaign Implementation Case Study Writing You sit back, do nothing and completely have no interest in how the campaign gets executed.
  • 34. HOW THINGS GO WRONG Creative Review Presentation Preparation Client Presentation Campaign Implementation Case Study Writing The data you’ve received has nothing to do with the initial objectives and KPIs of the campaign. Confidentiality policies don’t allow the client to share sales data with you.
  • 35. SO HERE ARE A FEW CHEATS FOR WHEN THINGS DO GO WRONG…
  • 37. GETTING BETTER CLIENT BRIEFS Sometimes, it’s as simple as picking up the phone and asking the right questions. Sometimes, it takes a little more…
  • 38. CO-CREATION DOES THE TRICK In case the client has dozens of different messages that need to be communicated to dozens of targets and sub-targets, which all should lead to increase of sales and record levels of brand awareness, get all key decision makers in a room and guide them through a prioritisation process…
  • 39. CO-CREATION TEMPLATE Macro Audit Prioritisation Issues/ Opportunities Recommendations Before the actual workshop session, you study the client’s business objectives, evaluate current brand assets and inspect the market situation through secondary research. Ideally, at this stage, you’ll already will have gathered some consumer insights.
  • 40. CO-CREATION TEMPLATE Macro Audit Prioritisation Issues/ Opportunities Recommendations In a collaborative session with the client, you go through a structured prioritisation process. Based on the macro audit learnings, you prioritise market segments and communication targets.
  • 41. CO-CREATION TEMPLATE Macro Audit Prioritisation Issues/ Opportunities Recommendations Based on the market and target prioritisation, you rank issues to overcome/opportunities to leverage, which will help you in achieving a clear communication objective. Ideally, you’ll have a set of issues/ opportunities prepared to choose from (research outcomes).
  • 42. CO-CREATION TEMPLATE Macro Audit Prioritisation Issues/ Opportunities Recommendations You edit all of the workshop outcomes into a simple, straight-forward recommendations document, which basically equals a focused client brief.
  • 43. QUICK & DIRTY INSIGHTS Nothing beats diligence and time when it comes to uncovering interesting and compelling consumer truths…
  • 44. …EXCEPT MAYBE REALITY Here are some tips and tricks that can come in handy, when you’ve been given a ridiculous deadline to come up with an insights- founded strategy.
  • 45. OBSERVATION Simple observation is a qualitative research method in which the researcher is recording what human beings do in certain settings, not what they say.
  • 46. CASE For MLA, we spent 3 hours in a hypermarket, next to the meat section and 2 hours in a Korean BBQ restaurant. Through simple observation,we gathered interesting initial insights, such as men being more likely to buy packed meat or older female shoppers being more likely to consult with the butcher.
  • 47. ACCOMPANIED TRIPS Accompanied trips are a qualitative observational method during which a researcher is given permission to accompany an individual through the process under investigation and asks questions at different points in time. With consensus of the participant, the process can be documented by video or photography.
  • 48. CASE For Gatorade we needed quick insights regarding female exercisers. We accompanied a girl in her 20s to the gym, observed her training routine and asked questions in between. We identified following consumer tension: ! ’If I’m not alone in the gym, I never push my self to the fullest because I still worry about sweat marks.’ ! Based on that insight, we proposed a strategy evolving around ‘It’s ok to sweat’.
  • 49. ‘QUICK’ SOCIAL INSIGHTS Another way to reveal ‘quick’ insights is through Naver search analysis. The process is rather simple yet a little time consuming…
  • 50. Coding Categories & Keyword Definition Search Coding Analysis NAVER INSIGHTS Based on the nature of your project, you define coding categories to organise conversations under certain themes. Based on these categories, you define key words and key word combinations that will yield insights regarding how consumers talk about your brand in the social space (e.g. brand name, competitor names, in combination with certain brand attributes etc.)
  • 51. Search Coding Analysis NAVER INSIGHTS Define a timeframe (can vary on total volume; rule of thumb: last 3 months) for the search and specify the platforms (Blog, Knowledge, Cafe) you want to analyse, via Naver Search settings. Coding Categories & Keyword Definition
  • 52. Search Coding Analysis NAVER INSIGHTS You take a sample of 100 conversations. Make sure they are not junk and then code them against the categories you’ve defined in step 1. Coding Categories & Keyword Definition
  • 53. Search Coding Analysis NAVER INSIGHTS Using Excel, you create descriptive graphs showing total share of voice (according to brands), total volumes per platform, sentiment (positive, neutral, negative), conversation spikes and other quantitative findings based on your initial coding categories. Coding Categories & Keyword Definition
  • 54. Search Coding Analysis NAVER INSIGHTS You then further dig into the themes and show qualitative examples of conversations that represent the category/theme. Coding Categories & Keyword Definition
  • 55. INSPIRING THE CREATIVES The brief is an ad to influence the creative team. ! John Steel
  • 56. INSPIRING THE CREATIVES Look at the creative brief as collaborative process. ! Involve the creatives in your thinking early on, ask them questions and let them tell you what they would like to know about the target audience etc.
  • 57. INSPIRING THE CREATIVES Don’t think of the creative briefing as an official or dry meeting. ! Think of it as an inspiring information session. ! Get out of the office, bring the consumer to life.
  • 58. INSPIRING THE CREATIVES The brief itself does not always have to be a document. Sometimes a creative brief film can help inspire the creatives…
  • 59. CAMPAIGN TONE & MANNER
  • 62. PRESENTING TO CLIENTS A presentation to the client (esp. a pitch) is not a lecture. Don’t repeat facts and stats the client knows anyways, don’t over- explain…bottom line, don’t be boring.
  • 63. PRESENTING TO CLIENTS Avoid death by Powerpoint. ! Make sure every slide has a point; if not, get rid of it. ! Understand your audience and tailor your presentation style to them.
  • 64. PRESENTATION FLOW Recap the brief Define the communication challenge Present strategic solution/ sweet spot Explain how you approached the brief, your studies and the status quo Explain insights, consumer tensions &/or opportunities
  • 65. WRITING THE CASE STUDY Answer the question ! Know your judging audience ! Avoid jargon ! Tell a simple story ! Grab attention at the beginning Source: Warc Case Study Workshop (2013)
  • 66. IN 50 WORDS“Levi’s Korea transformed itself from a brand caught in between luxury and fast- fashion to a brand that re-invented the local perception of style. It escaped the ever changing, celebrity-endorsed clutter of the category and drove sales and consumer advocacy by stretching the limits of what is seen as personal expression.”
  • 67. Source: Warc Case Study Workshop (2013) WHAT THE JUDGES SEE…
  • 68. WHAT THE JUDGES SEE… Source: Warc Case Study Workshop (2013)
  • 70. PLANNING Planning tools & hacks: http://plannersdilemma.misentropy.com/ ! Planning Wiki: http://plannersphere.pbworks.com/w/page/ 17146375/FrontPage ! Junior Strategy: http://www.juniorstrategy.com/ ! !
  • 71. BLOGSBud Caddell (Digital Strategist): http://whatconsumesme.com/ ! Gerald Hensel (Digital Strategist): http://davaidavai.com/ ! Julian Cole (Comms Planner) http://adspace-pioneers.blogspot.kr/ ! Rich Siegel (Creative Director): http://roundseventeen.blogspot.de/ ! Murat Mutlu (Designer): http://www.mobileinc.co.uk/ !