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2012 SAS | Meredith Speier | A Failure to Plan, is a Plan for Failure.
1. March 2, 2012
ON PLANNING
BY MEREDITH SPEIER, SENIOR DIRECTOR, STRATEGIC PLANNING
2. Overview
Who am I
Types of planning
What kind of planner are you?
2
3. A little bit about me
year Year year year
1–3 3–7 7 – 12 12 – 17
3
4. A little bit about JWT
200 offices
90 countries
10,000 marketing professionals
One of 300 WPP companies
The Minneapolis office of JWT is the
digital center of excellence
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5. JWT and Planning
Ugo Ceria
Said Seihoub Madrid
Jack Perone Vienna
Brooke Curtis Ekaterina Filimonova
Toronto
London Moscow
Meredith Speier
Minneapolis
Pragya Singh
New Delhi
Adrian Barrow
New York Jordan Price
Tokyo
Vannya Martinez
Mexico City
Hajime kato
Tokyo
Antonio Abello
Haidong Guan
Bogotá
Shanghai
Mollie Hill
Singapore
Gonzalo Fonseca
Buenos Aires Russell Martin
Thomas McGillick Kareem Farid
Cape Town
Sydney Cairo
Ana Hernandes
Khurram Hussain
São Paulo
Lahore
Over 250 planners across the globe
7. The roots of planning
Connection Planning
Media Planning
Communication Planning
Digital Strategy
Content Strategy
Brand Planning
Account Planning
CRM Planning
Strategy
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13. Brand Planning
“Somewhere in your product, or in your business,
there is a ‘difference’, an idea that can be developed into a
story so big, so vital, and so compelling
to your public as to isolate your product from its competitors,
and make your public think of it as distinctly a different kind of
product.”
J. Walter Thompson, 1917
14. Examples of brand ideas
Real beauty Creative Fun family Authentic
independence entertainment athletic
performance
16. Account Planning
Creative
Client
Account Before Account Planning
Director
Media
Account Creative
Director After Account Planning
Client
Account
Planner Media
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17. Account Planning
Coca Cola’s Creative Brief
Excerpted from: Coca Cola Content 2020 Part One, The CognitiveMedia
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19. Media Planning
Source: Griffin Farley, Strategic Planning in Advertising, Tampa Ad2 Club
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20. Media Planning
Source: Griffin Farley, Strategic Planning in Advertising, Tampa Ad2 Club
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21. Media Planning
21 Source: Griffin Farley, Strategic Planning in Advertising, Tampa Ad2 Club
22. Digital Strategy
Oldest Age 86 65 46 29
Youngest Age 66 47 30 10
Total Population 35,254,874 77,980,296 63,425,317 87,608,116
Percent of Pop 11% 25% 21% 29%
Average time online/month 33.7 38.0 36.4 29.2
Mobile owners 69% 87% 94% 65%
Smartphone owners 18% 35% 62% 58%
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Source: U.S. Census Bureau, Population Division, September 2011 and eMarketer, November 2011
23. Digital Strategy
Competitive/
Stakeholder Audience Success Strategic Plan
Industry
Alignment Insights Metrics & Roadmap
Assessment
Online usage, Mobile & web Web analytics, Digital roadmap &
savvy, etc. assessment digital metrics release plan
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24. Which one is right for you?
Media Planning
Digital Strategy
Account Planning
Brand Planning
Strategy
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25. Which one is right for you?
My planning quiz:
1. Are you a business major and/or do you have a solid understanding of business process?
2. Do your future plans include an MBA?
3. Do you like to solve complex problems?
If you answered YES to 2 out of 3 of these, you’re a great candidate for Strategic Planning
If you also have a passion for all things digital (the web, mobile, social media, etc.), you could
be a great candidate for Digital Strategy
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26. Which one is right for you?
My planning quiz:
1. Do you love brands and everything about them?
2. Do you love to watch advertising and dissect commercials?
3. Do you have a good understanding of all of the facets of marketing?
If you answered YES to 2 out of 3 of these, you’re a great candidate for Brand Planning
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27. Which one is right for you?
My planning quiz:
1. Do you love research; both conducting it and analyzing it?
2. Do you often find yourself trying to “figure people out”?
3. Do people ever tell you you’re inspirational or a good “idea” person?
If you answered YES to 2 out of 3 of these, you’re a great candidate for Account Planning
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28. Which one is right for you?
My planning quiz:
1. Do you love crunching or analyzing data?
2. Most of the time, do you prefer to operate within a defined process, but sometimes do
something totally outside the box?
3. Do people ever tell you you’re one of those rare students who are good with numbers
and with people?
If you answered YES to 2 out of 3 of these, you’re a great candidate for Media Planning
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29. Planning Recap
Planning Outputs Skill set
Strategic Planning Business roadmaps, success metrics, Business acumen, MBA,
objectives and strategies financial understanding
Brand Planning Brand ideas and architecture Creativity, love for brands
Account Planning Creative briefs, inspiration, research Researcher, thoughtful,
and audience insights creativity
Media Planning Media plans, social media plans, Mathematics, research,
audience research forward-thinking
Digital Strategy Digital roadmaps, research, web Business acumen, analytical,
analytics reports, process change forward thinking
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My goal today is to share with you the different types of planning, at a high level, and then talk about the importance of planning for the most desired outcome.
Planning originated at JWT (depending who you ask, of course) in the 1960’s in London. It was the birth of a new way of servicing clients and incorporating the consumer into the advertising process, but I’ll talk more about that in a bit.
Strategic planning covers a lot of disciplines. At the root of all of it, however, is strategy: the idea of knowing what to do. Of formulating a plan. Planning helps take the risk out of marketing. Marketing can happen without planning…
But it might not end well.
Strategic planning covers a lot of disciplines. At the root of all of it, however, is strategy: the idea of knowing what to do. Of formulating a plan. Planning helps take the risk out of marketing. Marketing can happen without planning…
Let’s talk a little about each type of planning. Starting with strategic planning overall.Starting point – ending point – and a map to get there.Think Google maps. If you don’t have a starting point it will fail to yield a result. Same for an end point.Google maps will often give you multiple routes. You have to choose the best.Clients will also need a multi-year plan. Things like changing brand perception, increasing sales, growing customer base, all take time and sometimes they need to bite off quick hits before they can get to their final destination, that’s what a good strategic plan will deliver.Typically you’re going to see MBA’s as strategic planners because of the level of expertise, financial sense and overall business understanding required.
Here’s the way the process works at JWT…and lots of other consultants use a similar process.
Brand planning is about storytelling. Brands need ideas and ultimately stories, because people spend more time with brands that have a story behind them.
You’ll notice that these ideas are not what you see or hear in advertising. These are the essence of the brand, behind the scenes. These are what help shape the brand story that makes it a brand people want to spend time with. But they are NOT the ad or the creative idea for the brand…those come from the creative team and the account planners
Account planners are the inspiration behind the ads. And they are qualified to be this inspiration because they serve as the representative of the consumer in the advertising process. Account planners are responsible for understanding the audience and providing the research needed to understand them to the fullest. Account planning is relatively new to the advertising world. It was created in the 1970’s in London by 2 agencies at the same time…which, if you read much about the generation of new ideas, you’ll find that the best ideas often simultaneously occur…
JWT and SMP in London both experienced a similar observation. Client information went to the account director, who then distilled it to the creative team and the media team. What they noticed was that the creative team was often hungry for more information about the customers and who they were designing ads for. Meanwhile the media team was often dredging up all sorts of information on consumers from their media research tools that ultimately went nowhere. CLICKWhat they came up with was a new disciple and ultimately a new process. Whereby the injected another person, a person who was dedicated to understanding the consumer. A sort of bridge between the product and the creative, that represented the customer…not only did it solve a problem, it also got everyone talking and working together more than ever before.
Where strategic planners put out roadmaps, and brand planners come up with brand ideas and hierarchy; account planners are the owners of the creative brief. As the representative of the customer, it is their job to understand what the customer wants and distill it down into a brief document that the creative teams can use to generate ideas and ultimately advertising.
Media planners often get a bum rap as the guys who are in charge of “spots and dots.” It’s an old reference to the days when all media planners did was plan TV spots and print ads. But today that has changed. Media planners are some of the most strategic thinkers in the planning bunch. They’ve got a lot of venues to consider and are often challenged to think far outside the box to help reach today’s time-challenged consumers.Show inMobi presentation from YouTube http://www.youtube.com/watch?feature=player_embedded&v=L3li207NZbA
Here are some of my recent favorite outside the box media placements that really incorporate the medium into the ad itself.
Some folks are starting to refer to this extension outside the box as a new discipline in itself, Connection Planning. Especially when it relates to the web and social media…but that’s for another day.
Digital Strategy is the last of the Planning disciplines I’ll have time to cover today. Digital strategists are a close sibling to Strategic Planners, but with an emphasis on the digital channel. Thanks to the growth in digital usage across the globe, digital is becoming more important to businesses. As you can see here, just about everyone and their grandparents go online and use mobile phones.
Let’s talk a little about each type of planning. Starting with strategic planning overall.
Though many of the planning skill sets cross over, there are some distinct differences.
Though many of the planning skill sets cross over, there are some distinct differences.
Though many of the planning skill sets cross over, there are some distinct differences.
Though many of the planning skill sets cross over, there are some distinct differences.
Though many of the planning skill sets cross over, there are some distinct differences.
