1.
strategic
planning
&

2.
Hi. I’m Brooke.

3.
about me
I’ve taken many paths up to this point.

4.
dynamic
well-rounded empathetic
&

5.
What’s a planner?

6.
planners = sherpas
&

7.
As account planners, this is what we do.
We help reach consumers at their core.
We listen, so that we can be truly heard. We get into the minds and souls
of our customers, our brands, and our teammates by fearlessly exposing
ourselves to the environments, to people, and to ridicule. We represent
the consumers, we take a stand for them, and if we get it right, we get to
live through their truths.
& planning

8.
But to do this, we must find the white space, the clearing
for new ideas to emerge.
Because, brands are just like people. They can embrace. They can
motivate. They can evolve. But they can also become boring and artificial.
And it’s our jobs as planners to fully understand the brands we work on
in order to keep them relevant and alive.
& the white space

9.
Before planning, there was no real advocate for the consumer
Voice of client=Account Services
Voice of The Big Idea=Creatives
Voice of consumer=???
& birth of planning

10.
1968 - Stephen King sets up account planning at JWT in London
1977 - Jane Newman exports planning to US
1982 - Planning makes a breakthrough at Chiat Day
& history

11.
Hard-to-find (or not)
May come from consumers or something observed
Distinctive and brilliant
Much more than information
Human truths
Dig deeper
Did you get chills???
& insights (Consumer, Category, Brand)

12.
ways to uncover insights
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13.
what might happen next
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But most always....
The Creative Brief
&

14.
the best creative briefs.....
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&

15.
Patron
& Case Study

16.
The Patron Spirits Company would
like to increase top of mind
consideration in the high-end Ultra
Premium White Spirits category.
the situation

17.
While references to Patron have begun to pop
up in the hip-hop world and the brand is seen
as a bit “trendy,” research shows that
consumers also find it unique and sexy. To
capitalize on these traits, we decided to utilize
the popularity of mixology and speakeasies in
our campaign.
the white space

18.
Findings from ethnographic research we
conducted showed that mixology bars are
thought of as the upper echelon of drinking
establishments. These bars attract discerning
and elegant clientele. Many of these venues are
now speakeasies, which are often hidden behind
unmarked doors or through long, vacant
hallways. In the prohibition era, speakeasies
were meant to be kept a secret. Today,
speakeasies generate great buzz and intrigue.
the white space

19.
Why are we doing this?
Patron wants to compete in the Ultra Premium White Spirits (UPWS) category, but the brand is still perceived as
a shot and margarita liquor.
What do we need to do?
Persuade high end vodka and gin (UPWS) cocktail drinkers that Patron is best savored straight up or in mixed
drinks. Essentially, transform the brand’s image so that UPWS drinkers welcome Patron into their drinking
repertoire.
Brand Differentiation
Patron is a luxury tequila sold in hand-blown, individually numbered bottles. It is made entirely of blue agave and is
known for smoothness compared to other tequilas.
Who are we talking to?
“The Movers and Shakers”
Fashionable, classy, young professionals who are part of, or want to be a part of, the elusive night life scenes in
major metropolitan cities. They drink mixed drinks and martinis and rarely take shots. They frequent the
mixology” hotspot of the moment because it keeps them away from rowdy crowds and solidifies their status.
Who are we competing against?
Grey Goose, Absolut, Belvedere, Bombay Sapphire, Tanqueray No. 10
the brief
What’s the insight that will inform our message?
People crave the feeling of being a part of something special.
What’s the main message we want to communicate?
A secret is hard NOT to share.

20.
--------------------------------------traveling speakeasy
Patron will set up temporary
speakeasies in major cities across the
country marked only be the Patron
bee.Vacant spaces will be transformed
into elegant lounges.
Entrance to the speakeasy will be
reserved for clientele with the secret
password and access will be restricted
a limited number of people per night.
the creative

21.
-------------------------------------------------------print
A print campaign will build excitement for the speakeasy
while images of martini and highball glasses solidify the idea
that Patron is more than a shot and margarita liquor. The call
to action “follow the bee” drives consumers to the locked
Twitter, which will house the schedules for the speakeasy
locations.
the creative

22.
----------------------------------------------social media
Patron will create a Twitter account that can only be
accessed by a secret password. The password can only be
acquired through word of mouth, direct mail pieces, and
invitations handed out at specific Patron events. Once gaining
entry into the Twitter feed, followers will obtain exclusive
access to new recipes and events, further generating buzz for
the brand.
the creative

23.
THE
Creative Brief
CHALLENGE

24.
THE
Why are we doing this?
Creative Brief
Marketing Challenge
What do we need to do?
How we position the brand for change
Brand Differentiation
The Unique Selling Proposition
Who are we talking to?
Defining our target audience based on Psychographic/Demographic information
Who are we competing against?
Our primary competitors
What’s the insight that will inform our message?
Not just a fact
What’s the message we want to communicate?
The key takeaway/Through-line = A single minded thought
&

25.
THE
Elite Food Bar
Why are we doing this?
Creative Brief
What do we need to do?
Brand Differentiation
Who are we talking to?
Who are we competing against?
What’s the insight that will inform our message?
What’s the message we want to communicate?
&

26.
the best creative briefs.....
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&

27.
finding your superpowers

28.
Love &Good

29.
3 ways to help you
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&

30.
keeping your superpowers

31.
Curious
Be
&

32.
BeStrong
&

33.
Be ungry
H
&

34.
Be aFighter
&

35.
Be a hangemaker
C
&

36.
Crazy
Be
&

37.
Courageous
Be
&

38.
Yourself
Be
&

39.
“Who you are will always trump who you
think people want you to be.”
Brene Brown
&

40.
ask me
&