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The Best Job in the World

The case for Account Planning as the best job in the world

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THE BEST JOB IN THE WORLD




Friday, March 4, 2011
ACCOUNT PLANNING




                            Psychology + Journalism + Art + Sociology




                                     2

Friday, March 4, 2011
ROUTE
                         Strategy’s place in the world

                         History lesson

                         Me

                         What’s great about the job?

                         BSSP- Cases



                                    3

Friday, March 4, 2011
DEFINITION OF STRATEGY



                                          “A careful plan or
                                          method...”



                                      4

Friday, March 4, 2011
STRATEGY IS ALL AROUND US




                        5

Friday, March 4, 2011
6

Friday, March 4, 2011

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The Best Job in the World

  • 1. THE BEST JOB IN THE WORLD Friday, March 4, 2011
  • 2. ACCOUNT PLANNING Psychology + Journalism + Art + Sociology 2 Friday, March 4, 2011
  • 3. ROUTE Strategy’s place in the world History lesson Me What’s great about the job? BSSP- Cases 3 Friday, March 4, 2011
  • 4. DEFINITION OF STRATEGY “A careful plan or method...” 4 Friday, March 4, 2011
  • 5. STRATEGY IS ALL AROUND US 5 Friday, March 4, 2011
  • 7. Winners Bask in the Glory 7 Friday, March 4, 2011 Cricket- England win ashes this year- bask in the glory...
  • 8. Strategy = Victory 8 Friday, March 4, 2011 Relationships, motivation and insight.David Saaker "We put some plans in place, myself and the bowlers, and they executed the plans really well. At the end of the day, coaches are only as good as their players most of the time it is about building a really good relationship with the five or six I have in the group and tactically taking the opposition apart."All I try and do is stimulate their brains so they really think about who they are actually playing against.
  • 9. Strategy = Saving 9 Friday, March 4, 2011 Data smarts. Consultant saved match company money- solution- strike on one side
  • 10. Strategy = Correct Predictions 10 Friday, March 4, 2011 Shell scenario planned their way around the oil crisis in the early 70s...This group still exists at Shell today and the process can also be found at think tank GBN- global business network
  • 11. Strategy = Anticipate Next 11 Friday, March 4, 2011 Netflix going beyond the envelope...people as a strategic assett. Reed Hastings look for his presentations on internal culture
  • 12. Strategy = Anticipate Next 12 Friday, March 4, 2011 Blockbuster sold yesterday for $290 million- netflix market capitalization is over $10 billion
  • 13. Strategy = Understanding 13 Friday, March 4, 2011 Scott Atran psychology and anthropology... ronaldoinho, terminator, bin laden- morocco obama- arrives....
  • 14. Strategy = Understanding “Tipping Point” “10,000 hours” 14 Friday, March 4, 2011 Makes the complex understandable Storytelling- based on analysis and synthesis..
  • 15. Act first, think later........ 15 Friday, March 4, 2011
  • 16. The Father of Account Planning 16 Friday, March 4, 2011
  • 17. ACCOUNT PLANNING = BETTER ADVERTISING 17 Friday, March 4, 2011 Pollit and King at JWT...Pollitt all about ads - King about the brand
  • 18. CHANGE 18 Friday, March 4, 2011
  • 19. CHANGE 19 Friday, March 4, 2011
  • 20. HE DIDN’T TRUST....... 20 Friday, March 4, 2011 Did what he/she wanted to do- what was best creatively
  • 21. HE DIDN’T TRUST..... 21 Friday, March 4, 2011 Servant of the creatives or the client- not objective
  • 22. HE DIDN’T TRUST....... 22 Friday, March 4, 2011 Lots of scientific testing- BMP model- account planners go out and do the research with consumers in their homes about the work- set up objectives and goals with their client service execs
  • 23. NOW: An accepted discipline worldwide Clients demanding it Thousands of planners Beyond advertising- media/Hollywood Skills highly relevant across different fields 23 Friday, March 4, 2011
  • 24. ME 24 Friday, March 4, 2011
  • 25. First Job- Out of Home Media 25 Friday, March 4, 2011
  • 26. Second Job- Predict the Future 26 Friday, March 4, 2011
  • 27. Breakthrough 27 Friday, March 4, 2011
  • 28. Experience Includes: 28 Friday, March 4, 2011
  • 29. WHAT MAKES THE JOB SO GREAT? 29 Friday, March 4, 2011
  • 30. Never a Dull Moment 30 Friday, March 4, 2011 Always working on something new- where are we? where do we want to be? how are we going to get there? The planning cycle....
  • 31. Find and Tell Stories 31 Friday, March 4, 2011 Getting your ideas across to inspire others- finding interesting ways to do this. Making films- creating presentations, telling human stories- create experiences so others can see
  • 32. Have a Point of View 32 Friday, March 4, 2011 Doing it with a POV. The imperative is that you must have a thought yourself. An idea that you have to champion others on. Born out of your understanding and brought to life in a way that can help inspire great work
  • 33. Work with Artists 33 Friday, March 4, 2011 Work with people who do amazing stuff outside work- photographers, artists, screenwriters- culture....Always remember you aren’t the artist, they are
  • 34. Work in Teams 34 Friday, March 4, 2011 Work with others collectively collaboratively- be a facilitator-bring the best out of others...
  • 35. Work in Teams 35 Friday, March 4, 2011 this can be challenging....
  • 36. People Overload 36 Friday, March 4, 2011 Glue in the agency- outside bringing insights in from the outside and talking to people inside...Never at your desk..always in informal meetings, conversations- or out in the field learning about people.Cry...Focus groups...In-home...Notre Dame...
  • 37. LEARN INVALUABLE SKILLS 37 Friday, March 4, 2011 A strategists skill has broad applications
  • 38. Get to Make Stuff 38 Friday, March 4, 2011 Influx products -blog/conferences/white papers/consulting
  • 39. Be Transformative 39 Friday, March 4, 2011
  • 40. Be Transformative 40 Friday, March 4, 2011
  • 41. Be Transformative 41 Friday, March 4, 2011
  • 42. WHAT YOU CAN DO? 42 Friday, March 4, 2011
  • 43. MAKE THE WORLD BETTER “One of the reasons, I believe, is that humanitarians are abjectly ineffective at selling their causes. Any brand of toothpaste is peddled with far more sophistication than the life-saving work of aid groups. Do-gooders also have a penchant for exaggeration, so that the public often has more trust in the effectiveness of toothpaste than of humanitarian aid.” Nicholas Kristof- NYT-July 8th, 2009 43 Friday, March 4, 2011
  • 44. MAKE THE WORLD BETTER 44 Friday, March 4, 2011 Project some of you worked on - PLANNING FOR GOOD MODEL-
  • 45. MAKE THE WORLD BETTER 45 Friday, March 4, 2011 Charity Water- No 1 hire was a designer
  • 46. MAKE THE WORLD BETTER 46 Friday, March 4, 2011 Charity Water- No 1 hire was a designer
  • 47. MAKE THE WORLD BETTER 47 Friday, March 4, 2011 Alex Bogusky’s Virgin brand for the C21st
  • 48. FIND, CREATE AND BUILD 48 Friday, March 4, 2011
  • 49. THIS GUY USED TO BE A PLANNER 49 Friday, March 4, 2011
  • 50. STRATEGIC IDEA- WHY? 50 Friday, March 4, 2011 why is this packaging so boring- if you made it nicer and safer and do it in a way that fitted in with people’s lives- maybe they would have a different attitude
  • 51. FIND, CREATE AND BUILD 51 Friday, March 4, 2011
  • 52. FIND, CREATE AND BUILD 52 Friday, March 4, 2011 Innocent ad guys and consultants made smoothies one weekend - do you like them votes would give up their jobs and start a company...
  • 53. FIND, CREATE AND BUILD 53 Friday, March 4, 2011 University of Colorado
  • 54. FIND, CREATE AND BUILD 54 Friday, March 4, 2011 Twitter came out of a brainstorming effort to re-invent a podcasting company..SMS for groups..
  • 55. WHAT ABOUT COMMUNICATIONS? 55 Friday, March 4, 2011
  • 56. OPPORTUNITIES IN COMPLEXITY 56 Friday, March 4, 2011
  • 57. 57 Friday, March 4, 2011 So much more complexity- so much more fragmentation- opportunity to bring strategy across the communications arc and into specialist areas
  • 58. The Creative Hydra 58 Friday, March 4, 2011 Team up with a digital team
  • 59. THE WORLD OF UX http://www.quora.com/Xianhang-Zhang 59 Friday, March 4, 2011
  • 60. UX- A WORLD OF MULTIPLE POSSIBILITIES 60 Friday, March 4, 2011 Be the interaction designer- think about possibilities
  • 61. STRATEGY AT BSSP 61 Friday, March 4, 2011
  • 62. Our Glorious Founders 62 Friday, March 4, 2011
  • 63. BSSP 18 years-old Founders ex-Goodby 170 people Sausalito, LA, NYC Multi-disciplinary Named Adweek’s Small Agency of the Decade in 2010 63 Friday, March 4, 2011
  • 64. CLIENT LIST 64 Friday, March 4, 2011
  • 65. Converse Brand Culture History of grassroots Newly accessible tribes technology Consumer Want to express themselves 65 Friday, March 4, 2011
  • 66. CONVERSE: BRAND DEMOCRACY 66 Friday, March 4, 2011
  • 67. MINI Brand Culture The environment is the Challenges convention leading concern/issue for the future Consumer Want to save the planet on their terms 67 Friday, March 4, 2011
  • 68. Priceline Brand Culture Not about travel, Mindless spending can’t all about saving money continue forever Consumer Hunts for deals and brags about them 68 Friday, March 4, 2011
  • 69. QUESTIONS? 69 Friday, March 4, 2011
  • 70. HTTP://WWW.INFLUXINSIGHTS.COM @COTTON 70 Friday, March 4, 2011
  • 71. APPENDIX 71 Friday, March 4, 2011
  • 72. MINI Brand Culture Reality shows dominate, Feisty challenger winners, losers, characters plot lines Consumer Looking to connect to car brands with personality 72 Friday, March 4, 2011
  • 73. MINI Brand Culture The environment is the Challenges convention leading concern/issue for the future Consumer Want to save the planet on their terms 73 Friday, March 4, 2011
  • 74. Columbia Sportswear Brand Culture The biggest brand in the Elitist attitude dominates outdoors Consumer Looking for something that works 74 Friday, March 4, 2011
  • 75. Piperlime Brand Culture The Gap’s fashion Casual clothing boutique rules Consumer Wants to dress like a woman 75 Friday, March 4, 2011
  • 76. MINI Brand Culture Feisty challenger Interactive advertising Consumer Wants to belong to something bigger - strength in numbers 76 Friday, March 4, 2011
  • 77. COLUMBIA: PIONEERS OF THE GREAT OUTDOORS 77 Friday, March 4, 2011