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Planning Ideas Lab
A personal journey
PR
agency
Business,
brand &
communica
tions
planner
Communica
tions
Planning
Advertisi
ng media,
sponso...
Brief History of Planning
Account
Planning
Account
Planning
1960/70s2010s
Integrated Planning/T-Shaped PlannersIntegrated ...
PR & Planning
• PR teams have always planned
campaigns & activities, so what
has changed?
• Why have many of the leading
P...
More Complex Media & Opinion
Former Landscape
Activism & corporate
behaviour
New patterns of
consumer behaviour &
new expe...
Collapse of Traditional Certainties
End of Advertising
Hegemony
Consumer
Empowerment &
Dispersal of Control
Economic Reali...
Evolving Client Needs
• Cost pressures demanding major
structural changes:
– Clients are seeking more for less from
fewer ...
Evolving Client Needs
• Frustration => Demand for a new approach:
– “As brand custodians, the speed of change has genuinel...
Evolving Client Needs
• Creatively agnostic
PR
Experiential
Promotion
POS
Online
IDEA
Ads
PR
Experiential
Promotion
POS
On...
Clients Embracing New Approaches
Evolved role of in-house PR team => Influencer Marketing
“As marketers we have an opportu...
Demand for New Agency Skills
Multi disciplinary
strategy & execution
Real Time Planning Influencer
Marketing
Mind the Strategic Gap
• Declining influence of ad
agency planning
• Failure of media agencies to
adequately fill void
• M...
Opportunity … to accelerate
move up value chain
• To become your company’s or clients most
valued strategic business, bran...
Opportunity … to address PR
industry’s Core Weaknesses
• Executional fixation
• Strategic ill-discipline
• Commercial naiv...
The Competitive Threat
• Other agency sectors stealing language of PR
• Emergence of new hybrid agency models,
integrating...
Where Planning Mindset Will
Add Value
Moving Up Value Chain
• Intellectual rigour/clarity
• Thought leadership
Opening Up ...
Specific Areas Where Value Can Be
Added By Planning
7. Evaluation => reapplied learning
Problem
Analysis
Strategic
Thinkin...
1. Commercial Understanding
• Best agency partners
understand the business better
than their clients
• How do they make mo...
2. Organisational Empathy
• Getting campaigns
implemented far more of a
challenge than coming up with
ideas
• Multi-media ...
Social media dramatises the
level of disconnection
• Reveals silos
• Underlines structural/
operational weaknesses
– Decis...
3. Consumer Insight
• Most abused word in PR
• PR people naturally insightful …
but struggle to articulate
• Power to unde...
4. Brand Literacy
• Talking the language of brand
– Represent 80%+ of value of most
brand owners
– Much pseudo science
… b...
5. Channel/Influencer Knowledge
• Focus on bought & owned …
as well as earned media
• Borrow language & empirical
rigour o...
6. Creative Inspiration
• Driving the ideation process
… more professional/disciplined
briefing
• Brutal simplicity v over...
7. Reapplying Learning
• Measurement pointless unless
you learn something & can
reapply lessons
• Output + Impact + Effect...
Characteristics of Best Planners
• Challenging but empathetic
• Commercially astute
• Immersed in lives of target
audience...
Giant Caveat
• No one makes money out of
planning & few make money by
selling strategy
• Good planners are expensive &
not...
In Summary
• Embracing planning mindset has potential to
accelerate PR’s move up the value chain
Underpins strengths
Add...
www.crowdsurfing.net
#crowdsurfing
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PR & Planning (PRCA Annual Conf 2010)

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Presentation given to PRCA Annual Conference in Manchester on 4th November 2010 on use of planning in PR

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PR & Planning (PRCA Annual Conf 2010)

  1. 1. Planning Ideas Lab
  2. 2. A personal journey PR agency Business, brand & communica tions planner Communica tions Planning Advertisi ng media, sponsors hip & digital agencies
  3. 3. Brief History of Planning Account Planning Account Planning 1960/70s2010s Integrated Planning/T-Shaped PlannersIntegrated Planning/T-Shaped Planners Communications Planning Communications Planning 1980s Brand PlanningBrand Planning Media PlanningMedia Planning Direct PlanningDirect Planning Brand Positioning Brand Positioning 1990/2000s CRM/DataCRM/Data Executional Planning SP PR Spon Digital (SEO) Digital (SEO) Mkg Science/ Econometrics Mkg Science/ Econometrics
  4. 4. PR & Planning • PR teams have always planned campaigns & activities, so what has changed? • Why have many of the leading PR agencies started hiring planners? • Is it worth the investment?
  5. 5. More Complex Media & Opinion Former Landscape Activism & corporate behaviour New patterns of consumer behaviour & new expectations New media technologies
  6. 6. Collapse of Traditional Certainties End of Advertising Hegemony Consumer Empowerment & Dispersal of Control Economic Realities
  7. 7. Evolving Client Needs • Cost pressures demanding major structural changes: – Clients are seeking more for less from fewer agency partners and cost savings of 20-25% (Marketing) – “Every client has asked its agency what more it can do; how much less can it charge; what extra value can it add” (AAR) – Recession will lead to “more responsible buying of marketing services” (Sir Martin Sorrell) • Intelligent re-bundling of agency resources
  8. 8. Evolving Client Needs • Frustration => Demand for a new approach: – “As brand custodians, the speed of change has genuinely outpaced our ability to meet it” “A new era of remarkable opportunity” Simon Clift, CMO, Unilever – "We need to reinvent the way we market to consumers. We need a new model. It does not exist. No one else has one yet. But we need to get going now.” A.G. Lafley, Chairman-CEO, P&G – “Creative & media agencies are "struggling like mad to cope" with both the new digital world and the additional pressures brought on by the recession. I don’t believe that I am getting the right advice from my agencies” Will Harris, Nokia
  9. 9. Evolving Client Needs • Creatively agnostic PR Experiential Promotion POS Online IDEA Ads PR Experiential Promotion POS Online Advertising Old Model New Model
  10. 10. Clients Embracing New Approaches Evolved role of in-house PR team => Influencer Marketing “As marketers we have an opportunity & responsibility to drive change within our companies because all touchpoints now impact our brand & our revenue. Brands aren’t defined by campaigns anymore but by the consumer ecosystem we nurture to support them” Mike Mendenhall, CMO: Broadening responsibility of marketers (+ PR, corp. comms & insight) “designed to ensure that everyone is aligned with the same aim of brand-building” “growth of new media channels – in particular, social networking websites – had created a widening overlap in the activities of the marketing and PR departments, so it made sense to unify the teams”
  11. 11. Demand for New Agency Skills Multi disciplinary strategy & execution Real Time Planning Influencer Marketing
  12. 12. Mind the Strategic Gap • Declining influence of ad agency planning • Failure of media agencies to adequately fill void • Marketing comms industry dominated by youth & specialisation • Where are clients going for strategic advice?
  13. 13. Opportunity … to accelerate move up value chain • To become your company’s or clients most valued strategic business, brand and marketing communications advisor More influence More status More revenue/better profit margins A future • Which you can achieve (in part) by putting a planning mindset at the heart of your business
  14. 14. Opportunity … to address PR industry’s Core Weaknesses • Executional fixation • Strategic ill-discipline • Commercial naiveté • Intellectual laziness/lack of confidence • Relative lack of thought leadership • Under selling (& under pricing) strategic & creative contribution • Evaluation myopia
  15. 15. The Competitive Threat • Other agency sectors stealing language of PR • Emergence of new hybrid agency models, integrating PR with other disciplines • T-Shaped Planning/Planners • Cliché alert: – “So many agencies are talking about the need to re-gear their approach around the same principles: ideas led, media-neutral, integrated, multi-disciplinary” Campaign
  16. 16. Where Planning Mindset Will Add Value Moving Up Value Chain • Intellectual rigour/clarity • Thought leadership Opening Up New Capabilities • Strategic underpinning • Sales support
  17. 17. Specific Areas Where Value Can Be Added By Planning 7. Evaluation => reapplied learning Problem Analysis Strategic Thinking Creative Development Evaluation 1. Commercial understanding 2. Organisational empathy 3. Consumer/customer insight 4. Brand literacy 5. Channel/influencer knowledge 6. Creative inspiration
  18. 18. 1. Commercial Understanding • Best agency partners understand the business better than their clients • How do they make money or justify their existence? • Nothing damages credibility faster than naïve advice
  19. 19. 2. Organisational Empathy • Getting campaigns implemented far more of a challenge than coming up with ideas • Multi-media programmes highly demanding/resource intensive • Connected consumer meets disconnected organisation
  20. 20. Social media dramatises the level of disconnection • Reveals silos • Underlines structural/ operational weaknesses – Decision making – Speed – Accountability
  21. 21. 3. Consumer Insight • Most abused word in PR • PR people naturally insightful … but struggle to articulate • Power to underpin strongest strategic/creative ideas • Critical competitive advantage for clients
  22. 22. 4. Brand Literacy • Talking the language of brand – Represent 80%+ of value of most brand owners – Much pseudo science … but understanding of theories & terminology commands respect – Multiple models/processes … but struggle in world of “shared ownership”
  23. 23. 5. Channel/Influencer Knowledge • Focus on bought & owned … as well as earned media • Borrow language & empirical rigour of media planning • Leverage understanding of more complex influencer models
  24. 24. 6. Creative Inspiration • Driving the ideation process … more professional/disciplined briefing • Brutal simplicity v overdose of options • Providing strategic rationale
  25. 25. 7. Reapplying Learning • Measurement pointless unless you learn something & can reapply lessons • Output + Impact + Effect • Everything is measurable … with creativity/lateral thinking
  26. 26. Characteristics of Best Planners • Challenging but empathetic • Commercially astute • Immersed in lives of target audiences • Culturally informed • Able to look at problems from different angle (reframing) • Combine Observation + Analysis + Intuition • Fertilisers of ideas
  27. 27. Giant Caveat • No one makes money out of planning & few make money by selling strategy • Good planners are expensive & not all data is free • Planners have historically struggled to survive within PR agencies
  28. 28. In Summary • Embracing planning mindset has potential to accelerate PR’s move up the value chain Underpins strengths Addresses weaknesses Safeguards future
  29. 29. www.crowdsurfing.net #crowdsurfing

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