SlideShare a Scribd company logo
Putting Account Planning Back Together
(Or, how brand planners and comms planners
can work better together)
WHAT IS A PLANNER?
“SOMEONE RESPONSIBLE FOR THE RELEVANCE
OF THE ADVERTISING TO THE CONSUMER”
Jane Newman’s job description when she joined BMP in the late 60s
SPECIALIZATIONGROWTH FRAGMENTATION
AS ADVERTISING HAS GROWN UP, THE PLANNING
DISCIPLINE HAS FRAGMENTED
FRAGMENTATION
INTEGRATION
AS PLANNERS, WE MUST FIGHT FRAGMENTATION OF THE
DISCIPLINE, BECAUSE IT CAN LEAD TO FRAGMENTATION OF
THE CREATIVE, AND THE BRAND
SPECIALIZATIONGROWTH
ART COPY
MAYBE, WE CAN THINK ABOUT PUTTING PLANNING
DEPARTMENTS TOGETHER IN THE SAME WAY THAT CREATIVE
DEPARTMENTS ARE ORGANIZED
BRAND
PLANNER
COMMS
PLANNER
CREATIVE
PARTNERS
PLANNING
PARTNERS
AT THE END OF THE DAY, NO MATTER WHAT KIND OF
PLANNER YOU ARE, WE ARE ALL WORKING TOWARD THE
SAME END-GOAL
BETTER
CREATIVE
COMMS PLANNERS ARE
ABOUT ASSETS THAT BRING IDEAS TO LIFE
Bring strategic rigour to the implementation
of a creative idea
Champion integration of
Process and output
Ecosystem architecture &
Channel expertise
BRAND PLANNERS
ARE ABOUT UNCOVERING IDEAS
Determine and maintain the
Brand’s true north
Identify when the brand’s direction
Needs to shift based on context
Deliver creative direction to solve
The business problem
IT’S JUST THAT BRAND PLANNERS AND COMMS
PLANNERS COME AT IT FROM DIFFERENT ANGLES
TOGETHER, WE DO A LOT OF THINGS
QUAL
RESEARCH
QUANT
RESEARCH
INSIGHTS
BRIEFS
COMMS
FRAMEWORK
BLUEPRINTS
ECOSYSTEMS
MEASUREMENT
CREATIVE
PARTNERSHIP
CLIENT
EDUCATION
BUT WITH SPECIALIZATION, WE HAVE MORE ROOM FOR RIGOR
BRAND PLANNER
LED & OWNED
Brand positioning/ platform/
personality
Persona insight
Big idea brief
Big idea creative inspiration/
feedback
EITHER CAN OWN & LEAD,
OR, CAN BE A JOINT EFFORT
Insights
Research
Consumer journey
Executional briefs
Measurement
Client
Education
Set up decks
COMMS PLANNER
LED & OWNED
Channel insights
Comms framework
Blueprint
Ecosystem
Executional channel
inspiration/ feedback
Media team liaison
WHERE BRAND & COMMS PLANNERS COME INTO
THE CREATIVE DEVELOPMENT PROCESS
PHASE 1
BIG IDEA CONCEPTING
PHASEA 2
ECOSYSTEM DEVELOPMENT
ONGOING
OPTIMIZATION
ASSETSGOLIVE
Big Idea
Brief
Round 1 Creative
Big Idea Development
Client Input Brief
Additional research, insights, brand positioning
Big Idea Brief and Comms Framework signed off by
clients and used for creative kick off
Media
Strategy
Comms
Framework
ANALYTICSCLIENT
COMMS
PLANNER
BRAND
PLANNER
CREATIVES MEDIA
WHERE BRAND & COMMS PLANNERS COME INTO
THE CREATIVE DEVELOPMENT PROCESS
PHASE 1
BIG IDEA CONCEPTING
PHASEA 2
ECOSYSTEM DEVELOPMENT
ONGOING
OPTIMIZATION
ASSETSGOLIVE
Big Idea
Brief
Round 1 Creative
Big Idea Development
Client Input Brief
Additional research, insights, brand positioning
Big Idea Brief and Comms Framework signed off by
clients and used for creative kick off
Media
Strategy
Comms
Framework
ANALYTICSCLIENT
COMMS
PLANNER
BRAND
PLANNER
CREATIVES MEDIA
Clients align on Big Idea Concept to move forward with
Client signs off on Blueprint, Learning Agenda &
Measurement Plan, Media Plan
Blueprint Media Plan
Learning Agenda &
Measurement Plan
Round 2 Creative
Tactical Development
Ecosystem
Executional Briefs
WHERE BRAND & COMMS PLANNERS COME INTO
THE CREATIVE DEVELOPMENT PROCESS
PHASE 1
BIG IDEA CONCEPTING
PHASEA 2
ECOSYSTEM DEVELOPMENT
ONGOING
OPTIMIZATION
ASSETSGOLIVE
Big Idea
Brief
Round 1 Creative
Big Idea Development
Client Input Brief
Additional research, insights, brand positioning
Big Idea Brief and Comms Framework signed off by
clients and used for creative kick off
Media
Strategy
Comms
Framework
ANALYTICSCLIENT
COMMS
PLANNER
BRAND
PLANNER
CREATIVES MEDIA
Clients align on Big Idea Concept to move forward with
Client signs off on Blueprint, Learning Agenda &
Measurement Plan, Media Plan
Blueprint Media Plan
Learning Agenda &
Measurement Plan
Round 2 Creative
Tactical Development
Ecosystem
Performance Tracking
Creative Optimization Recommendations
Executional Briefs
PRINCIPLES OF PARTNERSHIP
“ONE PLANNING TEAM” MINDSET
SAME BRAND TEAM MINDSET
CONSTANT COLLABORATION
WEEKLY STATUS, DAILY INFORMAL CHECK INS
RESPECT FOR ALTERNATE VIEWS AND EXPERIENCES
PERSONAL CAMARADERIE
FLEXIBILITY - HELPING EACH OTHER
THE FUTURE
NOW
BETTER PARTNERSHIP ON
EACH ACCOUNT
BETTER PARTNERSHIP AT A
DEPARTMENTAL LEVEL
NEXT
WORKING TOGETHER TO
IMPACT CREATIVE
DEPARTMENT AND AGENCY
CULTURE
ALL IN THE
SERVICE OF
THE WORK
“The relevance of
advertising to the
consumer”
THANK YOU :)

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A Plea for brand and comms planners to work better together

  • 1. Putting Account Planning Back Together (Or, how brand planners and comms planners can work better together)
  • 2. WHAT IS A PLANNER? “SOMEONE RESPONSIBLE FOR THE RELEVANCE OF THE ADVERTISING TO THE CONSUMER” Jane Newman’s job description when she joined BMP in the late 60s
  • 3. SPECIALIZATIONGROWTH FRAGMENTATION AS ADVERTISING HAS GROWN UP, THE PLANNING DISCIPLINE HAS FRAGMENTED
  • 4. FRAGMENTATION INTEGRATION AS PLANNERS, WE MUST FIGHT FRAGMENTATION OF THE DISCIPLINE, BECAUSE IT CAN LEAD TO FRAGMENTATION OF THE CREATIVE, AND THE BRAND SPECIALIZATIONGROWTH
  • 5. ART COPY MAYBE, WE CAN THINK ABOUT PUTTING PLANNING DEPARTMENTS TOGETHER IN THE SAME WAY THAT CREATIVE DEPARTMENTS ARE ORGANIZED BRAND PLANNER COMMS PLANNER CREATIVE PARTNERS PLANNING PARTNERS
  • 6. AT THE END OF THE DAY, NO MATTER WHAT KIND OF PLANNER YOU ARE, WE ARE ALL WORKING TOWARD THE SAME END-GOAL
  • 8. COMMS PLANNERS ARE ABOUT ASSETS THAT BRING IDEAS TO LIFE Bring strategic rigour to the implementation of a creative idea Champion integration of Process and output Ecosystem architecture & Channel expertise BRAND PLANNERS ARE ABOUT UNCOVERING IDEAS Determine and maintain the Brand’s true north Identify when the brand’s direction Needs to shift based on context Deliver creative direction to solve The business problem IT’S JUST THAT BRAND PLANNERS AND COMMS PLANNERS COME AT IT FROM DIFFERENT ANGLES
  • 9. TOGETHER, WE DO A LOT OF THINGS QUAL RESEARCH QUANT RESEARCH INSIGHTS BRIEFS COMMS FRAMEWORK BLUEPRINTS ECOSYSTEMS MEASUREMENT CREATIVE PARTNERSHIP CLIENT EDUCATION
  • 10. BUT WITH SPECIALIZATION, WE HAVE MORE ROOM FOR RIGOR BRAND PLANNER LED & OWNED Brand positioning/ platform/ personality Persona insight Big idea brief Big idea creative inspiration/ feedback EITHER CAN OWN & LEAD, OR, CAN BE A JOINT EFFORT Insights Research Consumer journey Executional briefs Measurement Client Education Set up decks COMMS PLANNER LED & OWNED Channel insights Comms framework Blueprint Ecosystem Executional channel inspiration/ feedback Media team liaison
  • 11. WHERE BRAND & COMMS PLANNERS COME INTO THE CREATIVE DEVELOPMENT PROCESS PHASE 1 BIG IDEA CONCEPTING PHASEA 2 ECOSYSTEM DEVELOPMENT ONGOING OPTIMIZATION ASSETSGOLIVE Big Idea Brief Round 1 Creative Big Idea Development Client Input Brief Additional research, insights, brand positioning Big Idea Brief and Comms Framework signed off by clients and used for creative kick off Media Strategy Comms Framework ANALYTICSCLIENT COMMS PLANNER BRAND PLANNER CREATIVES MEDIA
  • 12. WHERE BRAND & COMMS PLANNERS COME INTO THE CREATIVE DEVELOPMENT PROCESS PHASE 1 BIG IDEA CONCEPTING PHASEA 2 ECOSYSTEM DEVELOPMENT ONGOING OPTIMIZATION ASSETSGOLIVE Big Idea Brief Round 1 Creative Big Idea Development Client Input Brief Additional research, insights, brand positioning Big Idea Brief and Comms Framework signed off by clients and used for creative kick off Media Strategy Comms Framework ANALYTICSCLIENT COMMS PLANNER BRAND PLANNER CREATIVES MEDIA Clients align on Big Idea Concept to move forward with Client signs off on Blueprint, Learning Agenda & Measurement Plan, Media Plan Blueprint Media Plan Learning Agenda & Measurement Plan Round 2 Creative Tactical Development Ecosystem Executional Briefs
  • 13. WHERE BRAND & COMMS PLANNERS COME INTO THE CREATIVE DEVELOPMENT PROCESS PHASE 1 BIG IDEA CONCEPTING PHASEA 2 ECOSYSTEM DEVELOPMENT ONGOING OPTIMIZATION ASSETSGOLIVE Big Idea Brief Round 1 Creative Big Idea Development Client Input Brief Additional research, insights, brand positioning Big Idea Brief and Comms Framework signed off by clients and used for creative kick off Media Strategy Comms Framework ANALYTICSCLIENT COMMS PLANNER BRAND PLANNER CREATIVES MEDIA Clients align on Big Idea Concept to move forward with Client signs off on Blueprint, Learning Agenda & Measurement Plan, Media Plan Blueprint Media Plan Learning Agenda & Measurement Plan Round 2 Creative Tactical Development Ecosystem Performance Tracking Creative Optimization Recommendations Executional Briefs
  • 14. PRINCIPLES OF PARTNERSHIP “ONE PLANNING TEAM” MINDSET SAME BRAND TEAM MINDSET CONSTANT COLLABORATION WEEKLY STATUS, DAILY INFORMAL CHECK INS RESPECT FOR ALTERNATE VIEWS AND EXPERIENCES PERSONAL CAMARADERIE FLEXIBILITY - HELPING EACH OTHER
  • 15. THE FUTURE NOW BETTER PARTNERSHIP ON EACH ACCOUNT BETTER PARTNERSHIP AT A DEPARTMENTAL LEVEL NEXT WORKING TOGETHER TO IMPACT CREATIVE DEPARTMENT AND AGENCY CULTURE ALL IN THE SERVICE OF THE WORK “The relevance of advertising to the consumer”