Planning and strategy presentation

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Planning and strategy presentation

  1. 1. Planning / Strategy1 |
  2. 2. Where do planners fit in? ? Account managers Planners Creatives2 |
  3. 3. An existential crisis? Account planner ~ Advertising, digital Strategic planner Brand strategist ~ Branding Brand analyst Research executive ~ Research Focus group moderator Voice of the consumer Futurologist ~ The list goes on... Social anthropologist …3 |
  4. 4. The million dollar questionWhat do strategists do? The client brief – What’s the real challenge? •Understanding & analysing •Client immersion •Customer identification and analysis •Insight generation Research and thinking - Your strategy •Creative brief •Positioning •Project Strategy Activating the work – Start to see results •Implement the creative/strategy •Change behaviour •Raise awareness, consideration Evaluate and learn – Measurement •Ongoing tracking •Measure impact on awareness, consideration •Brand value •Business revenue4 |
  5. 5. A great strategist...…is driven by intrigue and curiosity…is an eclectic user of information…is coherent and concise…brings clarity and cut-through…is a great storyteller and presenter…understands the broader marketing mix…is restless…works iteratively and collaboratively…understands what makes creatives tick…trusts their instincts and gut reactions5 |
  6. 6. Dispelling some myths...We are not socially inept creaturesWe are able to speak to clientsWe are not unapproachable, intellectual snobsWe do not avoid the numbersBut we may…Over intellectualiseOver examine6 |
  7. 7. Our world is changing...Impact of technologyRapid innovation cyclesFickle consumersMessaging bombardmentEmphasis on performance and metricsTransparencyChanging nature of brandsDo/Learn/Redo7 |
  8. 8. Any questions?8 |

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