1. HISTORYThe job was born in the end of the 60’s inlondon based agencies, BMP (Boase MassimiPollitt). This agency was the first one to comeup with an original methodology for advertisingcreation called account planning.The function has now spread from the UK toother countries and from ad agencies tomanagement consultancies, direct marketing,PR, design and client research departments.....And digital agencies.Over the past 5 years, digital agencies havedeveloped planning competences as well.
2. FATHERHOODStephen King of JWT and Stanley Pollitt of BMP are the fathers ofplanning.In separate agencies, but at pretty much the same time, they started a revolution in theadvertising world.In 1964, Stephen King, dissatisfied with the workings of both the media and marketingdepartments within his agency, developed a new system of working (the T-Plan or TargetPlan) which concentrated on combining consumer research and insights to create moreeffective, creative advertising.Stanley Pollitt in 1968, was concerned that the creative brief was written by the accountmanager. He felt that something was missing.He wrote his first creative brief, in which the voice of the consumer was of the mostimportant component.
3. DEFINITIONPlanning has its roots in advertising world.It is a multidimensional discipline that deals with client’sbusiness goals and audience needs/insight in order to achievemarketing objectives.A planner elaborates communication strategy for a brand andgives directions for the creative executions.
Planning exists only through its creative deliverables.
STRATEGICPLANNINGIt’s the process of building astrategy. The strategy is the masterplan to achieve a set of objectives.A strategy is a route map to reach adestination.It should include the followingelements:Target audience, Objectives, Plan toachieve the objectives, Expectedresults
CREATIVEPLANNINGIt is the preparation for the ideationphase.Creative planning main purpose isprepare to the ground for the creativequest.The most important outcome is theformulation of a creative brief whichincludes a powerful audience insight.Based on the creative brief, thecreative team works together and startsgenerating ideas that soon will becomea concept.
5. PLANNER Strategic work Determine business and communicationalJOB objectives, understand target audience, make decision on the best form of digital interactions in order to reach the objectives (Strategy, Debrief,DESCRIPTION Final proposal) Support account director with timetable and budget related issues.Marketing research Data Creative work:analyst Focus group for pitches and existing clients: Lead creativefacilitator Information process: brainstorming, idea creation process together with creative team (responsible ofcenter Bad cop for client Creative brief and final proposal and client)Good cop for end-usersFuturologist Strategic Trend watchingthinker Insight miner High Technology, creative, industry “scanning”: Tolevel storyboarder Original know what’s going in the industry.Thinker .
6.CREATIVE BRIEF It’s a document written by the planner to develop creative deliverables. It consists of a series of simple questions which become de reference for the development of the creative deliverables. It’s a series of questions & answers which are crucial to find creative ideas. A good creative brief is inspiring. A good creative brief is focused & insightful.
A good creative brief is based on audience’s insight.A insight is a feeling of deep intuitive understanding of a person. The quest of the ideas is based on that insight. 7.INSIGHT
Resources & referencesThe Anatomy of Account Planning (by Henrik Habberstad)http://www.planningaboveandbeyond.com/planningcra!/scrapbook/sistinechapel/http://www.adcracker.com/brief/Creative_Brief_Blog.htmhttp://plannersphere.pbworks.com/w/page/17146375/FrontPage