One practitioner's view of the discipline of Account Planning, based on a 15 year career at top US agencies.

1. Picture of campfire

2. The what, how and why of
Account Planning.
Guy Gould-Davies, Driving Insights Inc.
September 29th 2009

3. An odd term given what it
describes

4. “Planning is the application of disciplined
and insightful strategic thinking, grounded
in target audience insights, which has a
significant and demonstrable impact on
the quality and effectiveness of a brand’s
marketing message and communications”
- APG:UK

5. What is a brand?

6. COMPANY CONSUMER
BRAND

8. COMPANY CONSUMER
Product
Price
Place BRAND
Distribution
Marketing

9. Ideal Self Other Self
Real self

10. Ideal Self Other Self
Real self

11. COMPANY CONSUMER
Product Outlook/mindset
Price Desires
Place Beliefs/values
BRAND
Distribution Roles
Marketing Attitudes and
opinions

12. Most of the time it’s tackling
“the pretty good problem”

13. Ford Focus Ford Focus Kia Spectra
Hatchback Sedan Sedan
Toyota Scion Hyundai Elantra
Matrix XA Sedan
Hyundai Elantra Kia Spectra
Hatchback Hatchback

14. $349.99 $299.99 $349.99 $249.99 $249.99
$249.99 $279.99 $349.99 $299.99 $239.99

17. We’re problem solvers

18. People say they
don’t need the
service and have
well rehearsed
reasons why not

19. We’re change agents

20. Continue to
drive sales
without any
new product
news

22. “We sell or else”
David Ogilvy

23. What makes us different?

25. We’re able to see things other
people can’t
Seeing and hearing
In what’s present and what’s missing

26. SB print work

27. SB print work

28. We provide insight

29. It is the inspiration to
help people see differently
Think Feel

30. …to change the relationships
that matter

31. “At the heart of an effective creative philosophy is the belief that
nothing is so powerful as an insight into human nature, what
compulsions drive a man, what instincts dominate his actions, even
though his language so often camouflages what really motivates
him. For if you know these things about man you can touch him at
the core of his being.”
Bill Bernbach

32. Heady stuff!
How do we do it?

33. Combine several disciplines
Brands
Business
Consumer Buying Human Anthropology
behavior context context
Individual &
group context
Marketing
Psychology and
sociology
Communications

34. A range of activities
Create a single
cohesive context
• Brand
• Consumer
• Communications
• Business

36. Mobile messaging landscape
reliability speed portability
t
p rin
Ve A S
Verizon
sprint
riz T& &T
on T AT
T Mobile
clarity coverage price

37. A range of activities
Create a single Tell the story that
Research
cohesive context inspires belief and action
• Brand Exploration of: • Emotional and rational
• Consumer • Relationships conviction
• Communications • Issues
• Opportunities
• Business

38. A blend of skills
Rigor and discipline Imagination & possibility
Analysis and deduction Creativity and inspiration
Informed Intuition
Science Art
LEFT RIGHT

39. A way of thinking

40. A product
ingredient
actively
discourages
people from
buying it

41. People say they
don’t need the
service and have
well rehearsed
reasons why not

42. Walking around the problem

43. Consumer relationships provide context
LIFE/CULTURE CATEGORY BRANDS PRODUCTS
Broader influences What are they buying?
and trends?
Brand
How do they buy? perceptions? Features?
Benefits?
Wider meaning and Brand
significance tap into? positioning?
Why are they buying?

44. People don’t
trust the brand

46. Something to bear in mind
The ‘rules’ that anchor relationships are often mistaken
for incontrovertible facts.
Challenging rules can create new opportunities.

47. Parting thoughts
• Accept your solving a puzzle, it won't be done
well in a linear way
• Walk around a problem and look at it from
different angles
• Go after sacred cows, conventions and rules
that have gone unchallenged and can unlock
opportunity
• Be relentlessly curious
• Believe in the possibility of every assignment

48. Thank you
drivinginsights.com
openfridgedoor.com