@ShafiqPontoh Strategic Planner Ogilvy & Mather Advertising
What  is  strategic planning?  How do we plan?  The results of strategic planning “ strategic planning is like good underw...
 
 
 
LOGIC  MAGIC
 
THE OBJECTIVE
<ul><li>The insights </li></ul><ul><li>Consumers insights </li></ul><ul><li>Cultural insights </li></ul><ul><li>Product in...
 
For (TA, Behavioral, wow, need based), Brand Name is (Role in TA’s life) + Benefits
 
 
 
 
 
@ShafiqPontoh Strategic Planner Ogilvy & Mather Advertising Thank you  
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Strategic Planner Shafiq Pontoh

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Strategic Planner Shafiq Pontoh

  1. 1. @ShafiqPontoh Strategic Planner Ogilvy & Mather Advertising
  2. 2. What is strategic planning? How do we plan? The results of strategic planning “ strategic planning is like good underwear – it never shows, but if you don’t have it, everybody knows!” Shubho Sarkar – Bates 101
  3. 6. LOGIC MAGIC
  4. 8. THE OBJECTIVE
  5. 9. <ul><li>The insights </li></ul><ul><li>Consumers insights </li></ul><ul><li>Cultural insights </li></ul><ul><li>Product insights </li></ul><ul><li>Category insights </li></ul><ul><li>Market insights </li></ul><ul><li>Brand insights </li></ul><ul><li>Company insights </li></ul><ul><li>Client insights </li></ul><ul><li>Business insights </li></ul><ul><li>Creative insights </li></ul><ul><li>Media insights </li></ul><ul><li>Technology insights </li></ul><ul><li>etc </li></ul><ul><li>etc </li></ul><ul><li>etc </li></ul>
  6. 11. For (TA, Behavioral, wow, need based), Brand Name is (Role in TA’s life) + Benefits
  7. 17. @ShafiqPontoh Strategic Planner Ogilvy & Mather Advertising Thank you 

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