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@ShafiqPontoh	
  
                  	
  
      Strategic	
  Planner	
  
Ogilvy	
  &	
  Mather	
  Adver9sing	
  
What	
  is	
  strategic	
  planning?	
  	
  
	
  
How	
  do	
  we	
  plan?	
  	
  
	
  
The	
  results	
  of	
  strategic	
  planning	
  
	
  
	
  
	
  



                                        strategic	
  planning	
  is	
  like	
  good	
  underwear	
  –	
  	
  	
  
                                            it	
  never	
  shows,	
  but	
  if	
  you	
  don t	
  have	
  it,	
  
                                                                             everybody	
  knows! 	
  	
  
                                                               Shubho	
  Sarkar	
  –	
  Bates	
  101	
  
LOGIC   MAGIC
THE



      OBJECTIVE
The insights

-  Consumers insights
-  Cultural insights
-  Product insights
-  Category insights
-  Market insights
-  Brand insights
-  Company insights
-  Client insights
-  Business insights
-  Creative insights
-  Media insights
-  Technology insights
-  etc
-  etc
-  etc
For (TA, Behavioral, wow, need based),
Brand Name is (Role in TA s life) +
Benefits
Thank	
  you	
  J	
  




     @ShafiqPontoh	
  
                  	
  
      Strategic	
  Planner	
  
Ogilvy	
  &	
  Mather	
  Adver9sing	
  

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STRATEGIC PLANNING by Shafiq Pontoh

  • 1. @ShafiqPontoh     Strategic  Planner   Ogilvy  &  Mather  Adver9sing  
  • 2. What  is  strategic  planning?       How  do  we  plan?       The  results  of  strategic  planning         strategic  planning  is  like  good  underwear  –       it  never  shows,  but  if  you  don t  have  it,   everybody  knows!     Shubho  Sarkar  –  Bates  101  
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  • 6. LOGIC MAGIC
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  • 8. THE OBJECTIVE
  • 9. The insights -  Consumers insights -  Cultural insights -  Product insights -  Category insights -  Market insights -  Brand insights -  Company insights -  Client insights -  Business insights -  Creative insights -  Media insights -  Technology insights -  etc -  etc -  etc
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  • 11. For (TA, Behavioral, wow, need based), Brand Name is (Role in TA s life) + Benefits
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  • 17. Thank  you  J   @ShafiqPontoh     Strategic  Planner   Ogilvy  &  Mather  Adver9sing