This is teaching material about strategic planning in advertising agency which I prepared for guest lecturing in Prasetiya Mulya Business School and sharing session in Depok Creative.

1. Introduction to
STRATEGIC
PLANNING
presented by Yhanuar I. Purbokusumo

2. Yhanuar Ismail Purbokusumo
Strategic Planner at Rise Indonesia (subsidiary of Lowe and Partners)
Id.linkedin.com/in/yhanuar/
Twitter.com/yhanuar
Facebook.com/yhanuar
Brands handled as planner:
Audi, Bohem, Burger King, Garuda Food, Lee Kum Kee, Vidoran,
Sunpride, Wimcycle, Prasetiya Mulya, Honda Beat, Honda Scoopy,
Daihatsu, Pertamina, Bank Mandiri, Campina, Dua Kelinci, etc
Brands handled as creative:
Coca Cola, Nestle, Mizone, CIMB Niaga, Axioo, Pfizer, Extra Joss, etc

3. Who create ads?

4. The Creative People

5. Who is behind the ad?

9. Strategic planner is a problem solver
Solving client’s business problem through communication

10. COMMUNICATION
STIMULUS
RESPOND
What can trigger
the impression
Desired association
about something

11. TWO KINDS OF STRATEGIC PLANNER
What is the respond
we desire from
the target audience?
Brand
positioning
Brand Planner
What is the best stimulus
for the desired respond
and how to deliver it?
Campaign Idea
& Mechanism
Communication Planner

12. BRAND PLANNER’S AREA

13. COMMUNICATION PLANNER’S AREA

14. WORKFLOW IN ADVERTISING AGENCY
Client Brief
Research
and Analysis
Brand
Positioning
Campaign
Idea
Campaign
Mechanism
Creative

15. Client Brief
Research
and Analysis
Brand
Positioning
Campaign
Idea
Campaign
Mechanism
Creative
What is the business problem?
Lee Kum Kee has strong brand equity as reputable icon in Chinese
cooking across Chinese – Indonesian but low among ‘pribumi’
What is the campaign objective?
Lee Kum Kee is willing to increase and strengthen its awareness
and market share in oyster sauce through Panda brand
What are the resources client have to solve the problem?
Total budget HKD 4 million for integrated campaign

16. Client Brief
Research
and Analysis
About the Brand
(Source of brand credibility)
•Panda is made by Lee Kum
Kee, the inventor of oyster
sauce
•Lee Kum Kee has strong
brand equity as reputable
icon in Chinese cooking
•Halal certificate from MUI
Brand
Positioning
Campaign
Idea
About the Competition
(Source of brand competitiveness)
Campaign
Mechanism
Creative
About the Consumer
(Relevant consumer insight)
•The main competitor is Saori
(Ajinomoto), which has no strong
core in oyster sauce and only use
common dishes (tumis kangkung)
in their communication for years
•Panda is made from authentic
source of oyster sauce that gives
unlimited taste imagination
•many moms have inner
cook adventures but still
anxious about the risk

17. Client Brief
Research
and Analysis
FOR
moms who have great
desire in cooking
adventures but anxious
about the risk
Brand
Positioning
Campaign
Idea
ONLY
Panda provides them
courage and conviction to
cook that will give their
family daily surprise and
excitement
Campaign
Mechanism
Creative
BECAUSE
the high quality of Panda
is made by the authentic
source of oyster sauce

18. Client Brief
Research
and Analysis
Brand
Positioning
Campaign
Idea
Campaign
Mechanism
Cook Daringly, Expect Beyond
With many references around, moms actually wish to try a lot of culinary creations
but still anxious to take the risk. Panda Oyster Sauce believes that only those who
are dare to explore can ever achieve greatly, even beyond expectation. Panda
Oyster Sauce enables moms to make the most of their cooking adventure.
Creative

19. Client Brief
Research
and Analysis
Brand
Positioning
Phase 1
Objective/Task
Creative Idea
Communication
Channel
Timeline
KPI
Campaign
Idea
Phase 2
Campaign
Mechanism
Phase 3
Creative

20. Client Brief
Research
and Analysis
Brand
Positioning
Campaign
Idea
Tagline:
Dare to create diverse delight
Campaign
Mechanism
Creative

21. Any Questions

22. Credits
Paramita Mohamad (Chief Strategy Officer, Lowe Jakarta)
Mark Pollard (VP Brand Strategy, Big Spaceship Brooklyn)
Julian Cole (Head of Communication Planning, BBH New York)

23. THANK
YOU