Account Planning Boot Camp


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12 Weeks in the program

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  • Account Planning Boot Camp

    3. 4. WEEK X WEEK <ul><li>ROLE REVERSAL </li></ul><ul><li>Throughout the program we examine and </li></ul><ul><li>participate in role reversal of the brand, of the </li></ul><ul><li>consumer and of the audience: other team members, </li></ul><ul><li>clients, etc. Forcing ourselves into the shoes of others to </li></ul><ul><li>build a solid foundation of insight gathering, </li></ul><ul><li>“ imagineering” and relevant, meaningful strategy </li></ul><ul><li>development. </li></ul>Leslie Kennedy Account Planning Consultant OgilvyOne, Former Planning Director Goodby, Silverstien & Partners—Got Milk?
    4. 5. WEEK 1 <ul><li>ACCOUNT PLANNING: AN OVERVIEW </li></ul><ul><li>Survey the development, role and status of Account </li></ul><ul><li>Planning. Brief history of the discipline, why it exists, how </li></ul><ul><li>it works, how we do it and how its changing. </li></ul>Lisa Welsch-Nering AMA Grand Effie for Sony PlayStation, AMA Grand Effie/APG Account Planning Award for Apple Think Different launch campaign, AMA Effie for Levi's Silver Tab
    5. 6. WEEK 2 <ul><li>PLANNER AS A CHANGE AGENT </li></ul><ul><li>Death of a planner: “Driven by Process.” Establish </li></ul><ul><li>different forms of inquiries. Survey the environment in </li></ul><ul><li>which the brand lives, find the contradictions to ideas and </li></ul><ul><li>misperceptions of consumers and create change. </li></ul>Flora Skivington Former SVP Planning Director McCann-Erickson SF, Partner & Planning Director at Ogilvy & Mather New York for global branding of Kodak
    6. 7. WEEK 3 <ul><li>UNDERSTANDING THE ISSUE </li></ul><ul><li>Figure out what the key issue is that the brand in </li></ul><ul><li>question is facing. Is it an issue that can be solved by </li></ul><ul><li>advertising? A planner ’s first job is to ask the right </li></ul><ul><li>questions to establish a core framework. </li></ul>Beth Fetzer SVP Director of Account Planning DraftFCB, AMA Effie for Gerber Graduates campaign, Above the Influence
    7. 8. WEEK 4 <ul><li>CREATIVE BRIEF & BRIEFING </li></ul><ul><li>The art of storytelling. Learn to discriminate </li></ul><ul><li>between good and bad briefs. The brief and </li></ul><ul><li>briefing process is the pivotal point from </li></ul><ul><li>analysis of data to the start of creative activity. </li></ul><ul><li>The brief and briefing must inform and inspire a </li></ul><ul><li>creative team. </li></ul>Hamish Chandra Brand Strategy Director Goodby, Silverstein & Partners
    8. 9. WEEK 5 <ul><li>QUALITATIVE RESEARCH </li></ul><ul><li>More than focus groups, ethnographies and triads, we </li></ul><ul><li>cover qualitative approaches, tools, techniques and tips. </li></ul><ul><li>Understand the perils of introspection. How to find the </li></ul><ul><li>right people, ask the right questions, in the right way. </li></ul>Jill Colley Chief Strategy Officer UpRoar!, Former Director Consumer Insights U30
    9. 10. WEEK 6 <ul><li>QUANTITATIVE RESEARCH </li></ul><ul><li>Find meaning in the patterns and bring numbers to life. </li></ul><ul><li>Marshal existing information and critically transform it </li></ul><ul><li>into knowledge and insight. Develop disciplined thinking </li></ul><ul><li>techniques for all stages of the planning cycle. </li></ul>Hall & Partners Suzie Carbonell, Research Director; Anita Wang, Account Director; Justin Shearer, Account Director
    10. 11. EVERY WEEK <ul><li>THE CHANGING MEDIA LANDSCAPE </li></ul><ul><li>Typically brand messages have been communicated via </li></ul><ul><li>traditional media like television, print, radio and out-of- </li></ul><ul><li>home. Driven by technology, the nature of the media </li></ul><ul><li>landscape is changing. We have hundreds of TV channels, </li></ul><ul><li>thousands of video games, YouTube, social networking </li></ul><ul><li>sites, et cetera and ad infinitum. With all the media </li></ul><ul><li>choices, now the consumer is in control. How do we reach </li></ul><ul><li>them using the right message for the right medium? </li></ul>Various Media Gurus Goodby, Silverstein & Partners, Cutwater, AKQA, TBWACHIATDAY, LucasArts
    11. 12. WEEK 8 <ul><li>BRAND EXPERIENCE </li></ul><ul><li>The relationship between a brand and its consumers is </li></ul><ul><li>experienced through many channels: advertising, web </li></ul><ul><li>sites, service experience, product design, word of mouth, </li></ul><ul><li>distribution, etc. Learn how to define what a brand is, its </li></ul><ul><li>worthy ideas and values and how communication of that </li></ul><ul><li>information can be manifested through all of these </li></ul><ul><li>Channels. </li></ul>Scott MacMaster Group Planning Director TBWACHIATDAY Los Angesles, 2007 Gold Effie, 2004 Bronze Effie for SonyPlaystation
    12. 13. WEEK 9 <ul><li>PLANNING & THE </li></ul><ul><li>ART OF BUSINESS DEVELOPMENT </li></ul><ul><li>Understand landscape, role and opportunity as </li></ul><ul><li>well as truth and scales of New Business. </li></ul><ul><li>Examine the new roles of planning and strategy. </li></ul><ul><li>Always be briefing and lead with insight. </li></ul>Matthew Milan Advisory Board Member Information Architecture Institute, Principle & CEO normative, Former Director of Insight & Planning at Critical Mass
    13. 14. WEEK 10 <ul><li>JUDGING EFFECTIVENESS </li></ul><ul><li>Examine conventional and unconventional ways </li></ul><ul><li>Of judging effectiveness, especially in </li></ul><ul><li>today ’s fast changing market. Define the </li></ul><ul><li>criteria, plot the system looking to create, track </li></ul><ul><li>the journey with constant attention, </li></ul><ul><li>experimentation and evaluation. </li></ul>Cory Pierce Director of Consumer Insights at LucasArts, Former Strategy Director for
    14. 15. WEEK 11 <ul><li>FINAL REVIEW </li></ul><ul><li>More than a pass or fail crucible, the final </li></ul><ul><li>review offers critical feedback of our “life’s” </li></ul><ul><li>work as we present our best (and awarded) </li></ul><ul><li>cases over the last 11 weeks in a portfolio </li></ul><ul><li>review. Judgment is passed by a panel of </li></ul><ul><li>leading Account Planners. </li></ul>Judges Panel AKQA, Ogilvy One Worldwide
    15. 16. WEEK 12 <ul><li>AGENCY EXPOSURE </li></ul><ul><li>During the final week of the boot camp—in </li></ul><ul><li>addition to preparing for Microsoft Windows </li></ul><ul><li>presentation— we had the opportunity to meet </li></ul><ul><li>with planning professionals on their home turf, </li></ul><ul><li>visiting agency offices. </li></ul>
    16. 17. MORE ABOUT ME