Download as PDF, PPTX
![History of Account Planning
Advertising has always been “planned” but it was more on gut and
individual observation, experience or opinion
Officially started in London in the ’60s
• 1965 Stanley Pollitt at BMP
– "The account planner is that member of the agency's team who is the expert, through
background, training, experience, and attitudes, at working with information and getting it
used - not just marketing research but all the information available to help solve a client's
advertising problems." - Stanley Pollitt
• 1968 Stephen King at JWT
Came to the US in the ‘80’s
• 1982 Jane Newman and Jeff DeJoseph at Chiat/Day; grew the
business from $50 to $700 million
• Mid-1990’s Account Planning is everywhere
“It is the planner’s job to take all this information and funnel it
down into a short idea that helps inspire and [give direction] to the
creative department.”
Source: Wikipedia](https://image.slidesharecdn.com/uofotalkslideshare-111017164046-phpapp01/75/Account-and-Media-Planning-12-2048.jpg)
Uploaded byEliza Lochner
Account and Media Planning
The document provides an overview of account and media planning roles at an advertising agency. It discusses: - The main tasks of account planning including discovering opportunities, preparing creatives, staying involved in development, and assessing effectiveness. - How account and media planners work together from understanding the brand, consumer, culture and competition to defining the brand truth and opportunity. - The types of work account planners produce such as creative briefs, research, presentations and case studies to bring consumer insights to creatives. - The skills required for the roles including strong communication, leadership, curiosity and tolerance for absurdity.
More Related Content
Similar to Account and Media Planning
![The Practical Pocket Guide to Account Planning [recovered] 19](https://cdn.slidesharecdn.com/ss_thumbnails/thepracticalpocketguidetoaccountplanningrecovered19-160624162324-thumbnail.jpg?width=640&height=640&fit=bounds)
Account and Media Planning
- 1. Account & MediaPlanning Prepared for the University of Oregon @eloch88 @ldiard #dc_ducks
- 2. Today we’ll tryto answer your questions • Account and Media Planning overview I would like to hear about how you got I just want to learn your job, what your interests are and everything I can what you thought you would be when • “Ad Agency” overview about the industry…I you were in our position. What sites do want to hear about you read regularly, and what kind of personal experiences, positions do you think will be available to • How we personally got started stories, advice etc us in one, two or five years? • Account Planning – more detail learn more about the media director/ • Media Planning – more detail account planner positions. advice and tips. stories about the industry. • How we work together I'm a senior, I need to get a • What skills you need to have How do sport franchises job set for when I graduate use advertising? Do any in June. Help! sports teams have in-house • How you can get started and hired advertisers? I would love to get more information about what each I am interested in hearing person at an advertising about how an actual ad agency is responsible for/a agency works and the day in the life of each job. comparisons of what we learn in school versus the real world ad agencies. 2
- 3. Account & MediaPlanning overview: what we’re called Account Planning = Brand Strategy Other titles: Brand Planners Strategic Planner Propagation Planners Media Planning = Communications Planning Other titles: Channel Planner/Strategist Engagement Planner/Strategist Digital Strategist
- 4. Account & MediaPlanning overview: our relationship Brand Communications Strategy Planning Beginning End Brand Consumer Channel
- 5. Ad Agency overview:our jobs are about Discovering opportunities and developing ideas that will drive our clients’ objectives 5
- 6. Departments Account Brand Integrated Communications Creative Production Planning Management Strategy Supports the entire agency Human Office Finance IT Resources Administration 6
- 7. Mad Men versionand who you think you’d be Account Brand Creative Production Media (TV) Management Strategy Finance Human Office Resources Administration 7
- 8. How we personallygot started 8
- 9.
- 10.
- 11. What is accountplanning? 11
- 12. History of AccountPlanning Advertising has always been “planned” but it was more on gut and individual observation, experience or opinion Officially started in London in the ’60s • 1965 Stanley Pollitt at BMP – "The account planner is that member of the agency's team who is the expert, through background, training, experience, and attitudes, at working with information and getting it used - not just marketing research but all the information available to help solve a client's advertising problems." - Stanley Pollitt • 1968 Stephen King at JWT Came to the US in the ‘80’s • 1982 Jane Newman and Jeff DeJoseph at Chiat/Day; grew the business from $50 to $700 million • Mid-1990’s Account Planning is everywhere “It is the planner’s job to take all this information and funnel it down into a short idea that helps inspire and [give direction] to the creative department.” Source: Wikipedia
- 13. Five main tasks 1. Discover and define the opportunity and, when applicable, the advertising task (D/C doesn’t just make “ads”). 2. Prepare the creative department to commence work. Agencies often use creative briefs but we emphasize the need to tell a compelling, clear story and call our brief document a springboard. 3. Stay involved in creative development, nurturing the creative ideas or helping decide if any ideas won’t resonate with the consumer audience. 4. Present the creative solutions to the client. The planner helps the client see how and why the work will be compelling to the target audience. 5. Assess effectiveness and help apply learning to future creative work. 13
- 14.
- 15. How we doit consumer culture category competition client 15
- 16. How we doit Coherent with the brand culture, differentiated from the marketplace and better meets the needs of consumers Brand truth: Brand Promise Opportunity Market truth: Consumer truth: 16
- 17. How we doit 17
- 18. Things we make Creativebriefs/springboards Brand platforms Target deep dives Research plans Naming strategies Presentations Points-of-view docs Discussion guides Questionnaires 18
- 19. Things we make:personas or target profiles “John” 21-year-old male college student • Interested in account management… – …but wishes he were Don Draper. • Comes from the suburbs; not from Oregon • Spends approx. 25-30 hrs/wk online (slightly less than the avg 18-24 y.o. American) 19
- 20. Things we make:consumer videos 20
- 21. Things we make:charts to tell a story with data 21
- 22. Things we make:word clouds to visualize data 22
- 23. Things we make:perceptual maps Established Serious Fun Where would you put New University of Oregon?
- 24. Things we make:case studies Brand promise: Elevate each guest experience above the ordinary Brand voice: Stylish, modern, fun Key features: • Red: In-flight entertainment system offering passenger chat, books, movies, video games, music and food service • Mood lighting: 12 different shades • Safety video: Humorous animated film • Internet connectivity: Wifi, Ethernet or via Red • Exceptional personnel: Attractive flight attendants on which a CW reality show was based Tagline: The official airline of better 24 Source: “Fly Girls” LA Times blog 3/24/10; http://nphewitt.blogspot.com/2009/02/esurance-earth-hour-2009.html
- 25. Things we make:talks, speeches, conversations 25
- 26. Things we maymake in the future: design elements for things like infographics Napoleon’s invasion of Russia and subsequent retreat, by Charles Minard.The first infographic. 26
- 27. What is required Exceptionalthinking, communication and influence skills Leadership, conviction and interpersonal skills Curiosity, passion, humility and courage Literacy and numeracy Strong liver and tolerance (and love) for absurdity 27
- 28.
- 29. What is mediaplanning? 29
- 30. History of MediaPlanning Began with posters, hawkers, graffiti and coins In 1650 the first daily newspaper and first newspaper ads appeared in Germany The first ad agency was created in 1786 in London The first U.S. ad agency opened in Philadelphia in 1850 and produced and placed newspaper ads The four-color rotary press is invented and magazines take off
- 31. What we do “Themedia team develops an understanding of how consumers interact with media channels so that brands can become integral parts of their lives.” Use consumer insights to drive more effective communication We work closely with Account Planning/Brand Strategy to develop media briefs that reflect insights that lead to integrated campaigns across traditional, non-traditional and emerging media We work closely with outside media reps to determine media opportunities and costs We are in sales 31
- 32. Five main tasks 1. Research the target audience and learn their relationship with media. 2. Research media channels and various opportunities and negotiate with sales reps. 3. Work with creative team to help them understand the media landscape and how the creative can come to life in particular channels. 4. Crunch numbers. 5. Present plan recommendations. 32
- 33.
- 34. There’s a lotto keep up with Competition Highly fragmented environment Consumers want to be in control Brands have become extensions of consumers’ identities Consumers are not afraid to give their opinions 34
- 35. What is required Exceptionalthinking, communication and influence skills Leadership and creativity Curiosity Analytic ability and love for numbers Self-directedness Attention to detail and organization 35
- 36. How we doit Rely on secondary research to understand consumers’ habits Research media channels Use numbers to guide decisions Align with client objectives Be creative Negotiate with media vendors Sell a plan recommendation 36
- 37. Things we make Mediabriefs Target analysis Media channel analysis Media plan recommendations Flowcharts Presentations Points-of-view docs 37
- 38. Things we make:target analysis 38
- 39. Things we make:media quintile analysis 39
- 40. Things we make:social media word clouds 40
- 41.
- 42. Tools you’ll use Simmons(audience+media) MRI (audience+media) Mendelsohn (audience +media) Adviews (competitive) Comscore (websites) Netratings (websites) Nielsen (TV) Arbitron (radio) Doubleclick (ad serving) OMMA (digital magazine) U.S. Census (demographics) 42
- 43. How account planning& media planning intersect? 43
- 44. Account & MediaPlanning overview: understanding the audience Brand Communications Strategy Planning Beginning End Brand Consumer Channel
- 45. It’s about collaboration It’sall about connecting with consumers Consumer insights help drive media channel selection We share research and ideas The final result is advertising and media that capitalizes on the target insight and reaches consumers in the right place at the right time It’s about understanding the entire ecosystem of communication 45
- 46. How to getstarted? 46
- 47. Getting started • Developyour T-shape; be a generalist with an area of deep expertise • Have passions and interests seemingly unrelated to “work”. Keep at them and take them further. It stretches your creativity and thinking • Read a lot. Industry and non-industry related. Reading not only makes you more knowledgeable about everything, it helps your writing • Immerse yourself in the world. Know what’s going on with the economy, politics, trends, films, fashion, business, sports. It’s your job to understand culture • Intern, volunteer, start your own freelance practice • Blog about your interests, ideas, your own research; develop a portfolio of your work • Follow and try to engage with industry leaders • Ask for informational interviews, go to networking events • Scour LinkedIn, find the agency/company you want to work for and worry about the position later 47
- 48. Resources Industry People Books • Trendwatching • Russell Davies • Envisioning Information • Trendcentral • Ed Boches • Impro: Improvisation and the • Institute of the Future • Gareth Kay Theater • Influx Insights • Folks at Made by Many • Perfect Pitch • 4AAAs • Faris • Truth, Lies and Advertising • WARC • Daniel Pink • The Creative Process • Ad Age • Tim Brown Illustrated: How Advertising's • Emarketer • Griffin Farley Big Ideas are Born • The Futures Company • The Chaos Scenario Business • Positioning: The Battle for • AIGA Journal • McKinsey • Slideshare Your Mind • Harvard Business Review • Fast Company • New York Times • Wall Street Journal • Financial Times
- 49.