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What is Account Planning? English version


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English version from What is Account Planning, presented at ESADE in June 2009.

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What is Account Planning? English version

  1. 1. Discipline: MethodsandResearchTechniques<br />Mariana Dios-Tan<br />Studentat ESADE – Jun/2009 – Professor Barbara Costa<br />
  2. 2. Account PlanningStrategic Planningof communication<br />
  3. 3. To learn a little more I went to Competencethat is an advertising agency<br /> focused on strategic planning.<br />
  4. 4. But before you understand what <br />an account planner does, <br />let&apos;s talk a little bit of history!<br />
  5. 5. After all, how it all started?<br />
  6. 6. Everything started because of two guys:<br />
  7. 7. Stephen King<br />Stanley Pollitt<br />
  8. 8. In 1964 Stephen King worked at JWT and was there that he developed a system <br />of work called <br />Target Plan (T-Plan), which combines conducted consumer research with insight to creation area.<br />Stephen King<br />
  9. 9. Stanley Pollittworked for BMP (BoaseMassimiPollitt) when in 1968 he raised the flag of planning saying that the voice of the consumer should have a central role in the development of advertising.<br />Stanley Pollitt<br />
  10. 10. And this name, where they come from?<br />Since the first professionals to arise in <br />planningcame from the areas of <br />Account Management and Media Planning, <br />this new area was named Account Planning.<br />
  11. 11. And this name, where they come from?<br />Account Management+Media Planning=Account Planning<br />
  12. 12. And this name, where they come from?<br />In some places this area is also known as Strategic Planning and Brand Planning <br />and who works in the area is called:<br />
  13. 13. Planner<br />
  14. 14. And now there are different types of <br />planners and they make all the difference<br />in the preparation of a project. And if you want to know, they are many ...<br />
  15. 15.
  16. 16. Then you say: Ok! But after all ...<br />
  17. 17. ... what hell does a planner?<br />
  18. 18. ... what hell does a planner?<br />That is the question who do not stop!<br />The information and definitions are not entirely clear even to those who works in the area. <br />We can say that things are still being defined.<br />
  19. 19. ... what hell does a planner?<br />But we can say that a planner is responsible<br />for developing a strategic plan of communication, means it is not obvious? <br />But what is not obvious, is how he does.<br />A plan does not appear from nothing, it is <br />based on data, facts, stories, studies,<br /> figures, people and experiences.<br />
  20. 20. For all that happens is really necessary to understand the role of planning, not only <br />as one more tool in the development of advertising, but as a connector of information.<br />
  21. 21. The role ofplanning<br />
  22. 22. The role ofplanning<br />A planner passes through an important <br />process of buildingstructure and logic<br />of thought, until get in the planning.<br />
  23. 23. The role ofplanning<br />This process begins with your understanding about our world, it means, your power to see and understand everything that surrounds you, not only with the <br />eyes of a planner, but also and perhaps more important, with the eyes of <br />many observers with different values and cultures.<br />
  24. 24. The role ofplanning<br />Only then you will beable to imagine the future of the plan desired.<br />
  25. 25. The role ofplanning<br />How everything is well connected, it is essential that your ability to understand and think be closely related to your power of synthesis, development and construction of a line of thinking and reasoning<br />properly structured and appropriate to the reality in question.<br />
  26. 26. To develop a planning<br />And at that point, make some connections makes all the difference.<br />
  27. 27. To develop a planning<br />Therefore it is so important be able to use <br />our vision through a multidisciplinary<br />and multicultural context.<br />
  28. 28.
  29. 29. The market is doing well, thanks!<br />
  30. 30. The market is doing well, thanks!<br />The market is in constantgrowth, <br />it varies according to local demand. In Brazil the main focusof vacanciesin <br />planning area still be the city of São Paulo.<br />
  31. 31. Will webemillionaires?<br />
  32. 32. Will webemillionaires?<br />The fact to the market be rising for planners do not meanthat we will be millionaires.<br />Our fee varies according to the type of business, the reality of the market place<br />and your professional placement.<br />
  33. 33. The first case we never forget!<br />
  34. 34. Thechallenge<br />
  35. 35. Thechallenge<br />In partnershipwith Cannes Lions International Advertising Festival, <br />YouTube launched a contest that awarded <br />two people to travel to the festival.<br />The challenge was to create and publish <br />a video in 48 hours. The second phase was to make it viral, so we had exactly two weeks.<br />The videos with more viewswould be evaluate.<br />
  36. 36. Thebriefing<br />
  37. 37. Thebriefing<br />The briefing was fully connected to Oxfam, an international NGO. The video should somehow movepeople towards climatechange conference to be held in Copenhagen<br />and to makepeople sign a petition <br />on Oxfam website.<br />
  38. 38. Thestrategy<br />
  39. 39. Thestrategy<br />Position ourselves as pro-active and concerned about climatechange and not only in <br />winning a competition.<br />
  40. 40. Thestrategy<br />Our project was known as <br />Oxfam We Can Save! We chose this name to stimulate the engagement of people.<br />
  41. 41. Thestrategy<br />We use the Twitter, where we created the, through which we had informedpeople about the conference in Copenhagen, the consequencesof <br />climatechange, the importance of <br />signing the petition and about the video.<br />
  42. 42.
  43. 43. Theeffect<br />
  44. 44. Theeffect<br />Thousands of people were involved and many of them actually felt part of the project. <br />Many commented and spread our <br />sentences around the world.<br />
  45. 45. Theeffect<br />
  46. 46. Theeffect<br />
  47. 47. Theeffect<br />
  48. 48. Theeffect<br />The video across the continents...<br />
  49. 49. Theeffect<br />
  50. 50. Theeffect<br />
  51. 51. Theeffect<br />
  52. 52. Theeffect<br />
  53. 53. Theresult<br />3509 views<br />50 ratings<br />20 comments<br />2630 followers<br />387 retweets<br />3646 clicks<br />1083 entries<br />989 views<br />5º mostwatchedvideo<br />Last updated June 17, 2009.<br />
  54. 54.<br />The will be maintained, because after all, the conference has not yet happened, the petition is still turning the world, <br />and the weather still crazy!<br />
  55. 55. Sources ofknowledge<br />Interviewee: Pablo Fontoura - Coord. CompetitiveIntelligenceCompetence<br />PPT : A Chat About Planning and Related Things <br />Ken Fujioka – HeadofPlanning JWT Brasil<br />PPT: Newsways for theplanningarea?<br />Daniel De Tomazo – DirectorofPlanning JWT Brasil<br />Book: Truth, Lies and Advertising : The Art of Account Planning<br />Jon Steel<br />Article: What is AccountPlanning?<br />APG UK <br />
  56. 56. Discipline: MethodsandResearchTechniques<br />Mariana Dios-Tan<br />Studentat ESADE – Jun/2009 – Professor Barbara Costa<br />Thank you!<br />