Introduction to Account Planning

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An introduction to account planning for folks across agency disciplines.

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Introduction to Account Planning

  1. 1. 1INTRODUCTION TOACCOUNT PLANNINGross cidlowski4.16.13Thursday, April 18, 2013
  2. 2. 10+ years advertising & innovationSan Francisco, New York, BostonHI. I’M ROSSDad-to-beSneakerheadTarheelSource: NYC Photo Chris OzerThursday, April 18, 2013
  3. 3. SOME CLIENTS3Thursday, April 18, 2013
  4. 4. I F#$%@#^ LOVE PLANNING4Thursday, April 18, 2013
  5. 5. SO WHAT EXACTLY IS ACCOUNT PLANNING?5Thursday, April 18, 2013
  6. 6. PLANNING WAS INVENTED IN THE 1960S6Thursday, April 18, 2013
  7. 7. "The account planner is that member of the agencys team who is the expert,through background, training, experience, and attitudes, at working withinformation and getting it used - not just marketing research, but all theinformation available to help solve a clients advertising problems."- Stanley Pollitt“Planners are in a unique position in their jobs because they have anunderstanding of the audience through research expertise AND anunderstanding of how it will be applied within their own business, thus theyprovide a crucial bridge.”- Merry BaskinPLANNING IS7Thursday, April 18, 2013
  8. 8. PLANNING......8•Gets people into the conversation•Helps the creative work and work harder•Makes the agency smarter•Is a tool for new business•Gets people excited about thinking in a new way•Is where you startThursday, April 18, 2013
  9. 9. PLANNING IS9source: farrah bosticThursday, April 18, 2013
  10. 10. PLANNING IS ABOUT INCREASING YOURSHOOTING PERCENTAGE10Source: M!Thursday, April 18, 2013
  11. 11. EffectivenessPLANNING SHOULD BE BUILT ON 1 THING11Thursday, April 18, 2013
  12. 12. ABOVE ALL ELSE, A PLANNER’S ROLE IS TOENSURE THE WORK ACTUALLY WORKS12I. Empirical not theoretical•Intuition only gets you so far; strategists must rely on knowledge through observation & validation (otherwiseyou might as well be guessing)II. Embrace complexity•The world won’t suddenly start simplifying itself; great planners radically simplify the big into small•Tackle with modern strategy techniques - collaboration, iteration, ecosystemsIII. Judge when to lock & unlock•Planners must call time on an idea that is plainly not appropriate for the task or most likely to work•Planners need to understand when decisions can ignite others and advance the ballThursday, April 18, 2013
  13. 13. HOW PEOPLE PERCEIVE PLANNERS13Thursday, April 18, 2013
  14. 14. ?WHAT DO PLANNERS DO?14Thursday, April 18, 2013
  15. 15. WE WEAR MANY HATS15MakersSociologistsResearchersExplorersStorytellersCulturistsThursday, April 18, 2013
  16. 16. HOW THE HELL DO WE GETPEOPLE TO EAT A CANDYBAR UNCHANGED SINCE THE1960s?WHAT WE DO - EXPLORERS16HOW DO WE PUTWONDER IN A CAN?HOW DO WE REGAIN TRUSTWHEN WE ARE A MEME FORBAD?Thursday, April 18, 2013
  17. 17. RESPONSIBILITY PROJECTWHAT WE DO - STORYTELLERS17Thursday, April 18, 2013
  18. 18. WHAT WE DO - CULTURISTS18Thursday, April 18, 2013
  19. 19. WHAT WE DO - RESEARCHERS19Thursday, April 18, 2013
  20. 20. WHAT WE DO - SOCIOLOGISTS / PSYCHThursday, April 18, 2013
  21. 21. WHAT WE DO - MAKE STUFF2116Thursday, April 18, 2013
  22. 22. WHERE WE FIT - CONTROLLED FRICTION22AccountCreativePlanningSource: Gareth KayThursday, April 18, 2013
  23. 23. WHERE WE FIT - CONTROLLED FRICTION23Make the advertising happenMake the advertising goodMake the advertising workSource: Gareth KayThursday, April 18, 2013
  24. 24. THE PROCESS TO GET THERE24Defining theproblemBuilding Insights& StrategiesInspiringCreativesSelling theWorkMeasuringImpactThursday, April 18, 2013
  25. 25. PLANNING PROCESS25Thursday, April 18, 2013
  26. 26. I. DEFINING THE PROBLEM26Most of the time something is wrong --> enter the agency•The target, the competitive set, the benefit, the proposition, not enough information, etcThe other half of the time, the problem isn’t clearly defined enough:•Telling your agency your brand lacks awareness is like telling the doctor something hurtsThursday, April 18, 2013
  27. 27. Insights are profound human truthsspecific about people, categories, products,businesses, and brands that are presentedin a fresh stimulating wayII. BUILDING INSIGHTS27Thursday, April 18, 2013
  28. 28. ISNTKids like to build stuff. Parents like whentheir kids build things because it keeps kidsbusy and teaches them how to problemsolve.ISParents believe that children who arecreative problem solvers will do better andachieve more in their personal andprofessional lives.ISNT / IS28Thursday, April 18, 2013
  29. 29. DIFFERENT TYPES OF INSIGHTS29Thursday, April 18, 2013
  30. 30. (When talking about convertibles) “everyone thinks beach and sun, but at night its like you’re in aspace ship” - Lance JensenGOOD INSIGHTS CAN LEAD TO GREAT WORK30Thursday, April 18, 2013
  31. 31. (When talking about convertibles) “everyone thinks beach and sun, but at night its like you’re in aspace ship” - Lance JensenGOOD INSIGHTS CAN LEAD TO GREAT WORK30Thursday, April 18, 2013
  32. 32. DON’T JUST REFLECT REALITY31“It’s illuminating & romantic”Thursday, April 18, 2013
  33. 33. Brand History / Equity / Values•Mission Statement•Brand Tracker•Stakeholder Interviews•Brand Clouds•Brand Equities•Content EngagementGETTING TO GOOD INSIGHTS32Business BrandConsumerEngagement Cultural Context / Attitudes /Motivations•3rd party data•Quantitative Surveys•Qualitative Research•Social ListeningMarket Share & Competitive Data•Competitrak•Financial Analyst Reports•Sales Trends•Category Trends•Annual Sales DataBehaviors / Media / Purchase•Experiential Research•Customer Journeys•Qual & Quant Research•Syndicated Data•Blogs•Forrester & IconocultureThursday, April 18, 2013
  34. 34. WHAT WAS THE INSIGHT?33Thursday, April 18, 2013
  35. 35. INSIGHTS ARE THE BASIS FOR ALLMARKETING34InsightsPositioningCreativeMediaContentAll Marketing Effortsinsights become foundation for all marketingSource: Rowena AlstonBeliefBehaviorThursday, April 18, 2013
  36. 36. II. SETTING THE STRATEGY35source: mike aruzThursday, April 18, 2013
  37. 37. GOOD STRATEGERY36Thursday, April 18, 2013
  38. 38. TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATEDISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSSINTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNETDRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEPGO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALTALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATEDISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSSINTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNETDRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEPGO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALTALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATEDISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSSINTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNETDRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEPGO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALTALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE37III. INSPIRING CREATIVESThursday, April 18, 2013
  39. 39. Our Main Deliverable. Distillation of all research, thinking & discussions. Serves multiple functions.BRIEFS38Write the briefGet some account and mediasuggestionsSimplify the problemGet away from theideaCome back & crackthe ideaFeed bits ofinspirationGive them somethinghelpful everydayBuild your strategicfortressSource: Heidi HackemerRewrite the briefThursday, April 18, 2013
  40. 40. Come Correct•Building Sessions•Be Positive•Start with the good parts•Keep bitching to a minimumCREATIVE GUIDANCE STRATEGIES39It’s not easy being a creative•Intense pressure•Weird hours•Each works differentlyThursday, April 18, 2013
  41. 41. IV. SELLING THE WORK40•Bring the idea to life in any way possible•Sell early and often•Don’t accept the client’s frame of the problem. Reframe in the terms that aresurprising but make your answer inevitable and inarguable•Tell a story: the power of an idea, the problem, an even bigger problem,catalyst for change, how we know we’re rightSource: Rowena AlstonThursday, April 18, 2013
  42. 42. You made it, now get to work!•Old world - wait for 3/6/12 months sales data•New World - real-time measurement & reporting for 24/7optimization•Work can always be made as culture and consumer’sbehavior shifts•Planners work with media & analytics to:•Define program goals•Develop learning & measurement plans•Generate fodder for new insightsV. MEASURING IMPACT41TestMeasureLearnOptimize•Analytics•Brand Tracking•EngagementMeasurement•Buzz Metrics•Brand Index•Copy TestingSource: Rowena AlstonThursday, April 18, 2013
  43. 43. HOW TO WORK WITH PLANNERS42Thursday, April 18, 2013
  44. 44. BE A WOLFPACK43PlannerCreative Media Account ProductionSource: Heidi HackemerThursday, April 18, 2013
  45. 45. Planning takes time, good planning takes more timeGIVE PLANNERS THINKING TIME44Thursday, April 18, 2013
  46. 46. Planners are never not workingThey’d love to bounce ideas,chat, or imagine the futureTalk to themBRING YOUR IDEAS EVERYDAY45Thursday, April 18, 2013
  47. 47. “Consistency is the last refuge of the unimaginative”- Oscar WildeDONT BE AFRAID OF FAILURE46Source: Gareth Kay / Mark LewisThursday, April 18, 2013
  48. 48. New business scour onblogs & social media, etcPOTENTIAL DAY IN THE LIFE - JR PLANNER47Competitive Dig for MarketAnalysisWrite tactical brief forDunkin Donuts SummerPromotion Biscuit BreakfastSharing stimulus increative briefingDeveloping hypotheses &initiatives for go-to-marketlaunch strategy on CignaGet Organized forday and week aheadThursday, April 18, 2013
  49. 49. WANT TO BE A PLANNER?48Thursday, April 18, 2013
  50. 50. IDEAL PLANNER DNA49A good intellect & innate curiosityCapable of daring leapsHumanity and empathyA dose of anxietyWeird wiringGeeking outAbility to performBraveEgo-lessAlways onNumerateTeam playerThursday, April 18, 2013
  51. 51. READ THIS50Thursday, April 18, 2013
  52. 52. Gareth KayFOLLOW THEM51Mark Earls Russell Davies Heather LeFevreThursday, April 18, 2013
  53. 53. Feed & Fuel CreativityBe Objective & OptimisticBe present & talk oftenBe additive, not interruptiveBe CuriousDO THIS52Thursday, April 18, 2013
  54. 54. QUESTIONS / THOUGHTS / COMMENTS53Thursday, April 18, 2013
  55. 55. 54Thursday, April 18, 2013
  56. 56. THANKS55  ross.cidlowski@hhcc.comLifefilterThursday, April 18, 2013

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