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strategic
planning
             &
Hi. I’m Brooke.
about me




I’ve taken many paths up to this point.
dynamic


well-rounded   empathetic


                            &
What’s a planner?
planners = sherpas
                     &
As account planners, this is what we do.
              We help reach consumers at their core.
  We listen, so that we can be truly heard. We get into the minds and souls
  of our customers, our brands, and our teammates by fearlessly exposing
   ourselves to the environments, to people, and to ridicule. We represent
  the consumers, we take a stand for them, and if we get it right, we get to
                          live through their truths.




& planning
But to do this, we must find the white space, the clearing
                        for new ideas to emerge.
      Because, brands are just like people. They can embrace. They can
   motivate. They can evolve. But they can also become boring and artificial.
   And it’s our jobs as planners to fully understand the brands we work on
                   in order to keep them relevant and alive.




& the white space
Before planning, there was no real advocate for the consumer

               Voice of client=Account Services
                Voice of The Big Idea=Creatives
                    Voice of consumer=???




& birth of planning
1968 - Stephen King sets up account planning at JWT in London

 1977 - Jane Newman exports planning to US

 1982 - Planning makes a breakthrough at Chiat Day




& history
Hard-to-find (or not)
    May come from consumers or something observed
    Distinctive and brilliant
    Much more than information
    Human truths
    Dig deeper
    Did you get chills???




& insights                  (Consumer, Category, Brand)
Strategicplanning(final)
Strategicplanning(final)
ways to uncover insights
    !"#$%&#'()*+),)#+-.*/0))1*2%(),*3%&.*4)3)+*1)51$)6
    !"#$%&'("$)%*&+,+%*&-(./0%*&1234"'(/)35*&62#7
    !"#7'&#'()*+),)#+-.*/8"&,*-.)-9,:*&),&*$#+;)+*151"$#'576
    86'9642/:"4&%2$05*&2(/#;.4'*&#")5&26%:4'*&62#7
    <)-572#+=*+),)#+-.
    <.46&(6)"(2%&/=(6/05&#(6/260*&<.426=*&6>9/(;626(*&?<+*&62#7
    >+)72*+),)#+-.
    @8!A*&!/%2&?"9)/45*&-1,&2/=;%*&62#7
    ?$%)7&*+),)#+-.@25-"A)7&,
    <&#9).5$2)+*%7&)+(%)3,
    <5-%#$*A)2%#*A57%&5+%7;



&
    >.)*35+$2&B'62&"$2&"C&236&"D#6&/40&'62&.4%).(60E
what might happen next
    B)C7)*&#+;)&
    D+#72*E=+#A%2*
    B19":"4/=&/40&)35%.#/=&F646G2%*
    F(/40&)$()"%6&/40&6%%64#6E
    D+#72*15,%'57%7;
    ?",&5A)+*F5"+7)=

                              But most always....
                                  The Creative Brief
&
the best creative briefs.....
    H7&&&-6==&/&%2"(5
    I7&&&J/K6&/&#=6/(&F$%.46%%&"FL6#:K6
    M7&&&,6G46&/&#=6/(&2/('62
    N7&&&O%6&6K"#/:K6&P&/#:"4/F=6&=/4'$/'6
    Q7&&&O406(%2/40&#=.642%R&#"4%2(/.42%
    S7&&&T(6&F(.6C
    U7!!!T(6&.4%).(/:"4/=
    V7&&&T(6&$4.W$6
    X7&&&+4#=$06&/&'(6/2&.4%.'32
    HY7&J/K6&/&%2("4'&)".42&"C&K.6Z




&
Patron
&   Case Study
The Patron Spirits Company would
             like to increase top of mind
      consideration in the high-end Ultra
        Premium White Spirits category.



the situation
While references to Patron have begun to pop
        up in the hip-hop world and the brand is seen
                  as a bit “trendy,” research shows that
             consumers also find it unique and sexy. To
        capitalize on these traits, we decided to utilize
         the popularity of mixology and speakeasies in
                                           our campaign.




the white space
Findings from ethnographic research we
               conducted showed that mixology bars are
             thought of as the upper echelon of drinking
            establishments. These bars attract discerning
         and elegant clientele. Many of these venues are
        now speakeasies, which are often hidden behind
                 unmarked doors or through long, vacant
              hallways. In the prohibition era, speakeasies
                   were meant to be kept a secret. Today,
           speakeasies generate great buzz and intrigue.




the white space
Why are we doing this?
Patron wants to compete in the Ultra Premium White Spirits (UPWS) category, but the brand is still perceived as
                                                                                  a shot and margarita liquor.

                                                                                   What do we need to do?
    Persuade high end vodka and gin (UPWS) cocktail drinkers that Patron is best savored straight up or in mixed
        drinks. Essentially, transform the brand’s image so that UPWS drinkers welcome Patron into their drinking
                                                                                                     repertoire.

                                                                                         Brand Differentiation
Patron is a luxury tequila sold in hand-blown, individually numbered bottles. It is made entirely of blue agave and is
                                                               known for smoothness compared to other tequilas.

                                                                                        Who are we talking to?
                                                                                  “The Movers and Shakers”
    Fashionable, classy, young professionals who are part of, or want to be a part of, the elusive night life scenes in
          major metropolitan cities. They drink mixed drinks and martinis and rarely take shots. They frequent the
    mixology” hotspot of the moment because it keeps them away from rowdy crowds and solidifies their status.

                                                                          Who are we competing against?
                                               Grey Goose, Absolut, Belvedere, Bombay Sapphire, Tanqueray No. 10




the brief
                                                       What’s the insight that will inform our message?
                                                       People crave the feeling of being a part of something special.

                                                  What’s the main message we want to communicate?
                                                                           A secret is hard NOT to share.
--------------------------------------traveling speakeasy


                         Patron will set up temporary
                         speakeasies in major cities across the
                         country marked only be the Patron
                         bee.Vacant spaces will be transformed
                         into elegant lounges.

                         Entrance to the speakeasy will be
                         reserved for clientele with the secret
                         password and access will be restricted
                         a limited number of people per night.




the creative
-------------------------------------------------------print
       A print campaign will build excitement for the speakeasy
       while images of martini and highball glasses solidify the idea
       that Patron is more than a shot and margarita liquor. The call
       to action “follow the bee” drives consumers to the locked
       Twitter, which will house the schedules for the speakeasy
       locations.




the creative
----------------------------------------------social media




       Patron will create a Twitter account that can only be
       accessed by a secret password. The password can only be
       acquired through word of mouth, direct mail pieces, and
       invitations handed out at specific Patron events. Once gaining
       entry into the Twitter feed, followers will obtain exclusive
       access to new recipes and events, further generating buzz for
       the brand.



the creative
THE

Creative Brief
     CHALLENGE
THE


Why are we doing this?
                         Creative Brief
Marketing Challenge

What do we need to do?
How we position the brand for change

Brand Differentiation
The Unique Selling Proposition

Who are we talking to?
Defining our target audience based on Psychographic/Demographic information

Who are we competing against?
Our primary competitors

What’s the insight that will inform our message?
Not just a fact

What’s the message we want to communicate?
The key takeaway/Through-line = A single minded thought
                                                                        &
THE
Elite Food Bar

Why are we doing this?
                         Creative Brief
What do we need to do?


Brand Differentiation


Who are we talking to?


Who are we competing against?


What’s the insight that will inform our message?


What’s the message we want to communicate?

                                                         &
the best creative briefs.....
    H7&&&-6==&/&%2"(5
    I7&&&J/K6&/&#=6/(&F$%.46%%&"FL6#:K6
    M7&&&,6G46&/&#=6/(&2/('62
    N7&&&O%6&6K"#/:K6&P&/#:"4/F=6&=/4'$/'6
    Q7&&&O406(%2/40&#=.642%R&#"4%2(/.42%
    S7&&&T(6&F(.6C
    U7!!!T(6&.4%).(/:"4/=
    V7&&&T(6&$4.W$6
    X7&&&+4#=$06&/&'(6/2&.4%.'32
    HY7&J/K6&/&%2("4'&)".42&"C&K.6Z




&
finding your superpowers
Love &Good
3 ways to help you
    H7&&T%;&)6")=6&Z3/2&5"$R(6&'""0&/2&/40&Z35
    I7&&</;6&/&=.%2&"C&236&23.4'%&5"$&#/4R2&Z/.2&2"&0"
    M7&&[6/0&236&F"";&82(64'23%&!.406(]&F5&-"9&[/23




&
keeping your superpowers
Curious
Be


           &
BeStrong


           &
Be ungry
 H

           &
Be aFighter


              &
Be a hangemaker
   C

                  &
Crazy
Be


         &
Courageous
Be


              &
Yourself
Be


            &
“Who you are will always trump who you
think people want you to be.”

                         Brene Brown



                                         &
ask me



         &

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Strategicplanning(final)

  • 3. about me I’ve taken many paths up to this point.
  • 4. dynamic well-rounded empathetic &
  • 7. As account planners, this is what we do. We help reach consumers at their core. We listen, so that we can be truly heard. We get into the minds and souls of our customers, our brands, and our teammates by fearlessly exposing ourselves to the environments, to people, and to ridicule. We represent the consumers, we take a stand for them, and if we get it right, we get to live through their truths. & planning
  • 8. But to do this, we must find the white space, the clearing for new ideas to emerge. Because, brands are just like people. They can embrace. They can motivate. They can evolve. But they can also become boring and artificial. And it’s our jobs as planners to fully understand the brands we work on in order to keep them relevant and alive. & the white space
  • 9. Before planning, there was no real advocate for the consumer Voice of client=Account Services Voice of The Big Idea=Creatives Voice of consumer=??? & birth of planning
  • 10. 1968 - Stephen King sets up account planning at JWT in London 1977 - Jane Newman exports planning to US 1982 - Planning makes a breakthrough at Chiat Day & history
  • 11. Hard-to-find (or not) May come from consumers or something observed Distinctive and brilliant Much more than information Human truths Dig deeper Did you get chills??? & insights (Consumer, Category, Brand)
  • 14. ways to uncover insights !"#$%&#'()*+),)#+-.*/0))1*2%(),*3%&.*4)3)+*1)51$)6 !"#$%&'("$)%*&+,+%*&-(./0%*&1234"'(/)35*&62#7 !"#7'&#'()*+),)#+-.*/8"&,*-.)-9,:*&),&*$#+;)+*151"$#'576 86'9642/:"4&%2$05*&2(/#;.4'*&#")5&26%:4'*&62#7 <)-572#+=*+),)#+-. <.46&(6)"(2%&/=(6/05&#(6/260*&<.426=*&6>9/(;626(*&?<+*&62#7 >+)72*+),)#+-. @8!A*&!/%2&?"9)/45*&-1,&2/=;%*&62#7 ?$%)7&*+),)#+-.@25-"A)7&, <&#9).5$2)+*%7&)+(%)3, <5-%#$*A)2%#*A57%&5+%7; & >.)*35+$2&B'62&"$2&"C&236&"D#6&/40&'62&.4%).(60E
  • 15. what might happen next B)C7)*&#+;)& D+#72*E=+#A%2* B19":"4/=&/40&)35%.#/=&F646G2%* F(/40&)$()"%6&/40&6%%64#6E D+#72*15,%'57%7; ?",&5A)+*F5"+7)= But most always.... The Creative Brief &
  • 16. the best creative briefs..... H7&&&-6==&/&%2"(5 I7&&&J/K6&/&#=6/(&F$%.46%%&"FL6#:K6 M7&&&,6G46&/&#=6/(&2/('62 N7&&&O%6&6K"#/:K6&P&/#:"4/F=6&=/4'$/'6 Q7&&&O406(%2/40&#=.642%R&#"4%2(/.42% S7&&&T(6&F(.6C U7!!!T(6&.4%).(/:"4/= V7&&&T(6&$4.W$6 X7&&&+4#=$06&/&'(6/2&.4%.'32 HY7&J/K6&/&%2("4'&)".42&"C&K.6Z &
  • 17. Patron & Case Study
  • 18. The Patron Spirits Company would like to increase top of mind consideration in the high-end Ultra Premium White Spirits category. the situation
  • 19. While references to Patron have begun to pop up in the hip-hop world and the brand is seen as a bit “trendy,” research shows that consumers also find it unique and sexy. To capitalize on these traits, we decided to utilize the popularity of mixology and speakeasies in our campaign. the white space
  • 20. Findings from ethnographic research we conducted showed that mixology bars are thought of as the upper echelon of drinking establishments. These bars attract discerning and elegant clientele. Many of these venues are now speakeasies, which are often hidden behind unmarked doors or through long, vacant hallways. In the prohibition era, speakeasies were meant to be kept a secret. Today, speakeasies generate great buzz and intrigue. the white space
  • 21. Why are we doing this? Patron wants to compete in the Ultra Premium White Spirits (UPWS) category, but the brand is still perceived as a shot and margarita liquor. What do we need to do? Persuade high end vodka and gin (UPWS) cocktail drinkers that Patron is best savored straight up or in mixed drinks. Essentially, transform the brand’s image so that UPWS drinkers welcome Patron into their drinking repertoire. Brand Differentiation Patron is a luxury tequila sold in hand-blown, individually numbered bottles. It is made entirely of blue agave and is known for smoothness compared to other tequilas. Who are we talking to? “The Movers and Shakers” Fashionable, classy, young professionals who are part of, or want to be a part of, the elusive night life scenes in major metropolitan cities. They drink mixed drinks and martinis and rarely take shots. They frequent the mixology” hotspot of the moment because it keeps them away from rowdy crowds and solidifies their status. Who are we competing against? Grey Goose, Absolut, Belvedere, Bombay Sapphire, Tanqueray No. 10 the brief What’s the insight that will inform our message? People crave the feeling of being a part of something special. What’s the main message we want to communicate? A secret is hard NOT to share.
  • 22. --------------------------------------traveling speakeasy Patron will set up temporary speakeasies in major cities across the country marked only be the Patron bee.Vacant spaces will be transformed into elegant lounges. Entrance to the speakeasy will be reserved for clientele with the secret password and access will be restricted a limited number of people per night. the creative
  • 23. -------------------------------------------------------print A print campaign will build excitement for the speakeasy while images of martini and highball glasses solidify the idea that Patron is more than a shot and margarita liquor. The call to action “follow the bee” drives consumers to the locked Twitter, which will house the schedules for the speakeasy locations. the creative
  • 24. ----------------------------------------------social media Patron will create a Twitter account that can only be accessed by a secret password. The password can only be acquired through word of mouth, direct mail pieces, and invitations handed out at specific Patron events. Once gaining entry into the Twitter feed, followers will obtain exclusive access to new recipes and events, further generating buzz for the brand. the creative
  • 25. THE Creative Brief CHALLENGE
  • 26. THE Why are we doing this? Creative Brief Marketing Challenge What do we need to do? How we position the brand for change Brand Differentiation The Unique Selling Proposition Who are we talking to? Defining our target audience based on Psychographic/Demographic information Who are we competing against? Our primary competitors What’s the insight that will inform our message? Not just a fact What’s the message we want to communicate? The key takeaway/Through-line = A single minded thought &
  • 27. THE Elite Food Bar Why are we doing this? Creative Brief What do we need to do? Brand Differentiation Who are we talking to? Who are we competing against? What’s the insight that will inform our message? What’s the message we want to communicate? &
  • 28. the best creative briefs..... H7&&&-6==&/&%2"(5 I7&&&J/K6&/&#=6/(&F$%.46%%&"FL6#:K6 M7&&&,6G46&/&#=6/(&2/('62 N7&&&O%6&6K"#/:K6&P&/#:"4/F=6&=/4'$/'6 Q7&&&O406(%2/40&#=.642%R&#"4%2(/.42% S7&&&T(6&F(.6C U7!!!T(6&.4%).(/:"4/= V7&&&T(6&$4.W$6 X7&&&+4#=$06&/&'(6/2&.4%.'32 HY7&J/K6&/&%2("4'&)".42&"C&K.6Z &
  • 31. 3 ways to help you H7&&T%;&)6")=6&Z3/2&5"$R(6&'""0&/2&/40&Z35 I7&&</;6&/&=.%2&"C&236&23.4'%&5"$&#/4R2&Z/.2&2"&0" M7&&[6/0&236&F"";&82(64'23%&!.406(]&F5&-"9&[/23 &
  • 34. BeStrong &
  • 38. Crazy Be &
  • 41. “Who you are will always trump who you think people want you to be.” Brene Brown &
  • 42. ask me &