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What is planning? Wunderman explains.
The document provides an overview of advertising planning. It discusses the history and origins of planning in the UK and US in the 1960s and 1970s. The role of the planner is to represent the consumer perspective within the advertising triangle between the agency, client, and consumer. Planners conduct research to develop insights about consumers and use those insights to inform strategic thinking, brief creatives, and ensure advertising output stays relevant and on-strategy. They guide the creative process and remain engaged throughout the campaign lifecycle.
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What is planning? Wunderman explains.
- 1. what is PLANNING Image Source:http://photos.jdhancock.com/ WUNDERMAN: AMANDA TATHAM LUIS DELGADO
- 2. AGENDA: 1. What makes advertisingeffective 2. History of planning 3. The triangle of advertising effectiveness 4. What does a planner do and how 5. What is an insight 6. Defining a target audience 7. Art vs. relevancy 8. Lessons throughout Image Source: http://photos.jdhancock.com/
- 3. Always set anagenda. Even if you don’t end up following it. Image Source: http://photos.jdhancock.com/
- 4.
- 5. “THE VERY BESTADVERTISING REPRESENTS A SUCCESSFUL COLLABORATION BETWEEN THE AGENCY, THE CLIENT AND THE CONSUMER’S PERSPECTIVE” JON STEEL – PLANNING DIRECTOR AT WPP Source: A Master Class in Brand planning: The Timeless Works of Stephen King - 2007
- 6. I want something that makesmy life better WITHIN EACH RELATIONSHIP, EACH GROUP HAS A DIFFERENT OBJECTIVE CONSUMER
- 7. I want something that makesmy life better WITHIN EACH RELATIONSHIP, EACH GROUP HAS A DIFFERENT OBJECTIVE CONSUMER I want to hit targets and business objectives CLIENT
- 8. I want something that makesmy life better WITHIN EACH RELATIONSHIP, EACH GROUP HAS A DIFFERENT OBJECTIVE I facilitate the communication between the client and the consumer AGENCY CONSUMER I want to hit targets and business objectives CLIENT
- 9. I want something that makesmy life better WITHIN EACH RELATIONSHIP, EACH GROUP HAS A DIFFERENT OBJECTIVE I want to win awards and produce cutting-edge work I facilitate the communication between the client and the consumer AGENCY CONSUMER I want to hit targets and business objectives CLIENT
- 10. HOW DOES THIS ACTUALLYCOME TOGETHER? Image Source: http://photos.jdhancock.com/
- 11. LET’S GO BACK INTIME…
- 12.
- 13. 1965 “ADVERTISING IS NOT ALWAYSRELEVANT TO THE CONSUMER” Stanley Pollit Boase Massimi Pollitt Agency Source: A Master Class in Brand planning: The Timeless Works of Stephen King - 2007
- 14. 1968 PLANNING WAS BORNIN THE UK • Source: A Master Class in Brand planning: The Timeless Works of Stephen King - 2007 Stephen King of JWT and Stanley Pollit of BMP are the forefathers of account planning.
- 15. 1965 MEANWHILE IN AUSTRALIA… • Source: http://en.wikipedia.org/wiki/Account_planning InAustralia the inventor of the role was David Brent, a senior researcher at Unilever
- 16. 1982 AND THEN TOTHE U.S. • The first agency in the United States to implement Account Planning was ChiatDay (now TBWAChiatDay) • Jay Chiat, the co-founder of ChiatDay and founder of account planning in the U.S., believed that account planning was critical to advertising and was making British ads better than US ads Source: http://en.wikipedia.org/wiki/Account_planning
- 17. Do your researchand prepare. The details count. Image Source: http://photos.jdhancock.com/
- 18.
- 19. TRIANGLE OF ADVERTISING EFFECTIVENESS I want somethingthat makes my life better I facilitate the communication between the client and the consumer I want to win awards and produce cutting-edge work AGENCY CONSUMER I want to hit targets and business objectives CLIENT
- 20. TRIANGLE OF ADVERTISING EFFECTIVENESS CONSUMER I REPRESENT THECLIENT’S VOICE ACCOUNT MANAGEMENT GOES HERE: AGENCY Image Source: http://photos.jdhancock.com/ CLIENT ACCOUNT MANAGEMENT
- 21. TRIANGLE OF ADVERTISING EFFECTIVENESS I REPRESENTTHE AGENCY’S CREATIVE INPUT CONSUMER THE CREATIVE TEAM GOES HERE: AGENCY Image Source: http://photos.jdhancock.com/ CREATIVE CLIENT ACCOUNT MANAGEMENT
- 22. TRIANGLE OF ADVERTISING EFFECTIVENESS CONSUMER I REPRESENTTHE CONSUMER’S VOICE, INTERESTS AND ENSURE COMMUNICATION IS RELEVANT THE PLANNER GOES HERE: PLANNER AGENCY Image Source: http://photos.jdhancock.com/ CREATIVE CLIENT ACCOUNT MANAGEMENT
- 23. TRIANGLE OF ADVERTISING EFFECTIVENESS CONSUMER PLANNER AGENCY Image Source:http://photos.jdhancock.com/ CREATIVE CLIENT ACCOUNT MANAGEMENT
- 24. BUT WHAT DOES APLANNER DO AND HOW? Image Source: http://photos.jdhancock.com/
- 25. THERE ARE DIFFENT TYPE OFPLANNERS Image Source: http://photos.jdhancock.com/
- 26. THERE ARE DIFFENT TYPE OFPLANNERS o Account planner o Brand planner o Communications planner o Media planner o Strategist Image Source: http://photos.jdhancock.com/
- 27. THERE ARE DIFFENT TYPE OFPLANNERS o Account planner o Brand planner o Communications planner o Media planner o Strategist Image Source: http://photos.jdhancock.com/ o o o o o Discover and define the task Prepare the brief Support concept development Present to the client Track the performance
- 28. HOW DID WEGET TO BE PLANNERS? 67% of planners started on different career paths Image Source: http://photos.jdhancock.com/ Data source: 2011 Planner Survey
- 29. Everyone loves astatistic. Image Source: http://photos.jdhancock.com/
- 30. Saving money makes me feelgood about myself I want something that my family loves I like cat videos UNDERSTAND YOUR CONSUMERS THROUGH RESEARCH Image Source: http://photos.jdhancock.com/
- 31. I can provemy idea will bring $$$ to your business USE INTELLIGENCE AND DATA TO SELL YOUR BACK UP AND IDEAS AND CONCEPTS Image Source: http://photos.jdhancock.com/
- 32. STAY RELEVANT TO CONSUMERSBY FOCUSING ON WHAT THEY WANT/NEED Image Source: http://photos.jdhancock.com/
- 33. PLANNERS NEED TO DEFINETHE TARGET AUDIENCE Image Source: http://photos.jdhancock.com/
- 34. Brand objective: What doesthe brand/ product need to achieve? Demographic: What are the key stats? Age, gender, geography, income… Psychographics: Past-times and media habits: What do they believe? What will motivate them? This is a psychological profile. What channels will be most effective in reaching them?
- 35. THE NEXT STEP ISDEVELOPING A CONSUMER INSIGHT Image Source: http://photos.jdhancock.com/ Storm-troopers need to feel a part of a community
- 36. The consumer isnot Mr. Spock. Human brains are emotionally wired. Never lose your own (emotional) consumer instincts! Image Source: http://photos.jdhancock.com/
- 37. AN INSIGHT IS… ARELEVATION ABOUT A HUMAN EMOTIONS/BEHAVIOUR WHICH CAN BE LEVERAGED TO BUILD A BRAND Image Source: http://photos.jdhancock.com/
- 38. Good insights don’tappear from thin air. You need to consume a lot of information, let your subconscious mull it over, and give yourself time. Image Source: http://photos.jdhancock.com/
- 39. IDENTIFYING CONSUMER INSIGHTS TAKES… • • • • • • • • Time Effort Patience Imagination Creativity Intelligence Empathy Passion ImageSource: http://photos.jdhancock.com/
- 40. SPOT THE INSIGHT Theaverage first time mum in the UK is aged 29 Mums only get two hours a week to themselves Mums feel the world is a dangerous place, and want to teach their kids to stay safe Mums eat more chocolate than dads Women give more to charity when they become mums Source: J. Walter Thompson - Vodafone
- 41. SPOT THE INSIGHT Theaverage first time mum in the UK is aged 29 Why? Mums only get two hours a week to themselves Why? Mums feel the world is a dangerous place, and want to teach their kids to stay safe Psychological, Explanatory, Empathetic Mums eat more chocolate than dads Why? Women give more to charity when they become mums Why? Source: J. Walter Thompson - Vodafone
- 42. GOOD INSIGHTS SPARK GOOD CAMPAIGNS ImageSource: http://photos.jdhancock.com/ Marmite Starts from the intensity of people’s likes and dislikes VW Polo Starts from the car being an extension of the person Guardian Starts from the desire for fairness Cadbury Cream Egg Starts from a behavioural insight Special Olympics Starts from feelings of embarrassment around disability Skoda Starts from the gulf between how people feel and how they act
- 43. STRATEGIC PLANNING PROCESS CORE INSIGHT • • Unique andunchangeable Deep intuitive understanding of a person or thing RESPONSE & EXECUTION STRATEGIC APPROACH • Links back to the core insight • More than one approach can be developed from the core insight • Sometimes takes the form of a creative brief • A plan of action to achieve the client’s business goals, possibly including a creative campaign, based on the core insight and strategic approach,
- 44. INSIGHT WHAT ABOUT THE CREATIVE BRIEF? PLANNERS IDEA EXECUTION CREATIVE Image Source:http://photos.jdhancock.com/
- 45. A CREATIVE BRIEFINCLUDES… • Business challenge: business situation, market situation, competitive situation. • Target audience: demographics (age, gender), psychographic (personality), channels/lifestyle habits. • Key insight: what is the key human connection. • What supports your key insight: what are the findings from your research that support your key insight. • Thought starters: anything else that might help the creative team, links to additional documents, brand guidelines. • Mandatories: rules the creative have to live by.
- 46. A CREATIVE BRIEF LOOKS SOMETHINGLIKE THIS… Image source: Wunderman UK Creative Brief
- 47. GREAT ADVERTISING RELEVANCY (CONSUMER FOCUS) PLANNING Image Source:http://photos.jdhancock.com/ CREATIVELY INSPIRING (ART) CREATIVE
- 48. LET’S LOOK ATAN EXAMPLE…
- 50. CREATIVE • VISUALLY STRIKING •REPRESENTS THE BRAND AND THE SPONSORSHIP IMPLICITLY • SHOWS FOR THE POWER OF PEOPLE • COPY IS INPIRING AND MEMMORABLE
- 51. PLANNING • LINKED TOTHE KEY INSIGHT AND WHAT THE BRAND STANDS FOR – “IMPOSSIBLE IS NOTHING”, “THE POWER OF THE PEOPLE” SUPPORTS THE SPONSORSHIP OF THE OLYMPICS • LET CONSUMERS FEEL “I AM PART OF SOMETHING BIGGER”
- 52.
- 53. PITCHING WIN CLIENT BRIEF RESEARCH & INSIGHTMINING CREATIV E BRIEFING CREATIVE IDEA CREATIVE PROPOSAL PRODUCTION (MEDIA AGENCY) CAMPAIGN LIVE RESULTS CAMPAIGN REVIEW PLANNING AND STRATEGY
- 54. PITCHING WIN CLIENT BRIEF CRITICAL! RESEARCH & INSIGHTMINING CREATIV E BRIEFING CREATIVE IDEA CREATIVE PROPOSAL PRODUCTION (MEDIA AGENCY) CAMPAIGN LIVE RESULTS CAMPAIGN REVIEW PLANNING AND STRATEGY
- 55. SUMMARY: 1. The role ofplanner in an agency is to represent the consumer’s voice and interests 2. Planners use research to develop consumer insights and inform their strategic thinking 3. Planners guide the creative team through writing the creative brief and ensuring the output reflects the insight and objective (staying on-brief) 4. Planners stay engaged throughout the advertising cycle and follow up by reviewing the effectiveness of the advertising and developing learnings for future campaigns
- 56. Recognise the difference betweena presentation and a document (i.e. add value to each slide you present). Image Source: http://photos.jdhancock.com/
- 57. LINKS TO CHECKOUT: 1. What is Account Planning – Account Planning Group, London 2. Brief guide to briefs Nick Emmel 3. Planning blogs you can follow and Books for Planners Plannersphere 4. Briefing for Participation Pats McDonald 5. Creativity John Cleese 6. Pink Pony john st. 7. Where good ideas come from Steve Johnson 8. 7 Tips to Beautiful Powerpoint – Eugene Cheng Image Source: http://photos.jdhancock.com/
- 58. QUESTIONS? Lesson 7: Never stopasking questions Never stop asking questions. Image Source: http://photos.jdhancock.com/
Editor's Notes
- #4 http://photos.jdhancock.com/photo/2009-08-03-070938-imperial-art-appreciation-red.html
- #5 Question to students
- #6 When any one of those perspectives is allowed to dominate at the expense of the others, the quality and effectiveness of the campaign will surely sufferAdvertising should embrace: The client’s business perspectiveThe agency’s creative perspectiveThe opinions and prejudices of the people whom the advertising will be aimed – consumer’s perspective
- #14 In the beginning of 1965, Stanley Pollit, one of the founders of BoaseMassimiPollit (now part of DDB Worldwide), felt that account managers were not using information in the right manner because the researcher was not involved in the campaign process. Pollit suggested that a trained researcher should work closely with the account management team as an equal partner.
- #15 It wasn’t until 1968, when Stanley Pollit, who is accredited with the idea, and Stephen King, set their very own planning departments. Stephen set his planning department at JWT London, while Stanley, set his planning department at
- #17 Jay Chiat took note of the success account planning had in UK and throughout Europe. He believed account planning was crucial to creative work and also believed, that at the time, British creative work was far better than American work. He was also not a fan of typical market research, saying that it is “what already has been done”. Planning is about discovering new things.He didn’t want to experiment with planning. He decided to implement planning into his already established agency. In 1982, he hired Jane Newman, a British planner with experience at Stanley’s agency, to come work in his office. As the department grew, so did the agency. In ten years Chiat\Dat grew from 50 million to 700 million. Other advertising agencies took note of this success and by the 90’s planning was already buzz word.
- #18 http://photos.jdhancock.com/photo/2009-08-07-071004-imperial-art-appreciation-blue.html
- #26 Discover and define the advertising task. They have the job of organizing information about the consumer and the marketplace from every possible source, including the client and agency data and secondary research. Prepare the creative brief. The creative brief is the tool that the creative department uses to conceptualize ads. Another main purpose of the brief is to define the proper positioning of a brand. Support creative development. During creative conceptualization, it is the account planner's duty to represent the consumer. They may also interact with the creative department through the sharing of initial consumer responses to ad ideas or advertising approaches. Present the advertising to the client. The planner informs the client of "how and why a consumer will react to [specific] advertising." Track the advertising's performance. Through their follow-up research, account planners track reactions to the ads in the actual marketplace and provide Creatives with additional information.Discover and define the advertising task. They have the job of organizing information about the consumer and the marketplace from every possible source, including the client and agency data and secondary research. Prepare the creative brief. The creative brief is the tool that the creative department uses to conceptualize ads. Another main purpose of the brief is to define the proper positioning of a brand. Support creative development. During creative conceptualization, it is the account planner's duty to represent the consumer. They may also interact with the creative department through the sharing of initial consumer responses to ad ideas or advertising approaches. Present the advertising to the client. The planner informs the client of "how and why a consumer will react to [specific] advertising." Track the advertising's performance. Through their follow-up research, account planners track reactions to the ads in the actual marketplace and provide Creatives with additional information.http://photos.jdhancock.com/photo/2009-04-11-203154-i-hate-easter-on-the-death-star.html
- #27 Discover and define the advertising task. They have the job of organizing information about the consumer and the marketplace from every possible source, including the client and agency data and secondary research. Prepare the creative brief. The creative brief is the tool that the creative department uses to conceptualize ads. Another main purpose of the brief is to define the proper positioning of a brand. Support creative development. During creative conceptualization, it is the account planner's duty to represent the consumer. They may also interact with the creative department through the sharing of initial consumer responses to ad ideas or advertising approaches. Present the advertising to the client. The planner informs the client of "how and why a consumer will react to [specific] advertising." Track the advertising's performance. Through their follow-up research, account planners track reactions to the ads in the actual marketplace and provide Creatives with additional information.Discover and define the advertising task. They have the job of organizing information about the consumer and the marketplace from every possible source, including the client and agency data and secondary research. Prepare the creative brief. The creative brief is the tool that the creative department uses to conceptualize ads. Another main purpose of the brief is to define the proper positioning of a brand. Support creative development. During creative conceptualization, it is the account planner's duty to represent the consumer. They may also interact with the creative department through the sharing of initial consumer responses to ad ideas or advertising approaches. Present the advertising to the client. The planner informs the client of "how and why a consumer will react to [specific] advertising." Track the advertising's performance. Through their follow-up research, account planners track reactions to the ads in the actual marketplace and provide Creatives with additional information.http://photos.jdhancock.com/photo/2009-04-11-203154-i-hate-easter-on-the-death-star.html
- #28 Discover and define the advertising task. They have the job of organizing information about the consumer and the marketplace from every possible source, including the client and agency data and secondary research. Prepare the creative brief. The creative brief is the tool that the creative department uses to conceptualize ads. Another main purpose of the brief is to define the proper positioning of a brand. Support creative development. During creative conceptualization, it is the account planner's duty to represent the consumer. They may also interact with the creative department through the sharing of initial consumer responses to ad ideas or advertising approaches. Present the advertising to the client. The planner informs the client of "how and why a consumer will react to [specific] advertising." Track the advertising's performance. Through their follow-up research, account planners track reactions to the ads in the actual marketplace and provide Creatives with additional information.Discover and define the advertising task. They have the job of organizing information about the consumer and the marketplace from every possible source, including the client and agency data and secondary research. Prepare the creative brief. The creative brief is the tool that the creative department uses to conceptualize ads. Another main purpose of the brief is to define the proper positioning of a brand. Support creative development. During creative conceptualization, it is the account planner's duty to represent the consumer. They may also interact with the creative department through the sharing of initial consumer responses to ad ideas or advertising approaches. Present the advertising to the client. The planner informs the client of "how and why a consumer will react to [specific] advertising." Track the advertising's performance. Through their follow-up research, account planners track reactions to the ads in the actual marketplace and provide Creatives with additional information.
- #29 http://photos.jdhancock.com/photo/2009-06-14-221753-the-clone-ranger.html
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- #39 http://photos.jdhancock.com/photo/2009-08-08-075300-imperial-art-appreciation-purple.html
- #40 http://photos.jdhancock.com/photo/2009-07-01-224040-no-cameras.html
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