2. AGENDA:
1.
What makes advertising effective
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 an agenda.
Even if you don’t end up
following it.
Image Source: http://photos.jdhancock.com/
5. “THE VERY BEST ADVERTISING 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
makes my life
better
WITHIN EACH
RELATIONSHIP, EACH
GROUP HAS A
DIFFERENT
OBJECTIVE
CONSUMER
7. I want
something that
makes my 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
makes my 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
makes my 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
13. 1965
“ADVERTISING IS NOT
ALWAYS RELEVANT 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 BORN IN 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.
16. 1982
AND THEN TO THE 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 research and prepare.
The details count.
Image Source: http://photos.jdhancock.com/
19. TRIANGLE OF
ADVERTISING
EFFECTIVENESS
I want
something that
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
21. TRIANGLE OF
ADVERTISING
EFFECTIVENESS
I REPRESENT THE
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 REPRESENT THE
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
26. THERE ARE
DIFFENT TYPE
OF PLANNERS
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
OF PLANNERS
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 WE GET
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 a statistic.
Image Source: http://photos.jdhancock.com/
30. Saving money
makes me
feel good
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 prove my 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
CONSUMERS BY FOCUSING ON
WHAT THEY WANT/NEED
Image Source: http://photos.jdhancock.com/
34. Brand objective:
What does the
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
IS DEVELOPING
A CONSUMER
INSIGHT
Image Source: http://photos.jdhancock.com/
Storm-troopers
need to feel a
part of a
community
36. The consumer is not Mr. Spock.
Human brains are emotionally
wired. Never lose your own
(emotional) consumer instincts!
Image Source: http://photos.jdhancock.com/
37. AN INSIGHT IS…
A RELEVATION ABOUT A
HUMAN
EMOTIONS/BEHAVIOUR
WHICH CAN BE
LEVERAGED TO BUILD A
BRAND
Image Source: http://photos.jdhancock.com/
38. Good insights don’t appear
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/
40. SPOT THE INSIGHT
The average 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
The average 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
Image Source: 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 and unchangeable
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,
45. A CREATIVE BRIEF INCLUDES…
•
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.
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 TO THE 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”
53. PITCHING
WIN
CLIENT
BRIEF
RESEARCH & INSIGHT MINING
CREATIV
E
BRIEFING
CREATIVE
IDEA
CREATIVE
PROPOSAL
PRODUCTION
(MEDIA AGENCY)
CAMPAIGN LIVE
RESULTS
CAMPAIGN
REVIEW
PLANNING AND STRATEGY
55. SUMMARY:
1.
The role of planner 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
between a presentation
and a document (i.e. add
value to each slide you
present).
Image Source: http://photos.jdhancock.com/
57. LINKS TO CHECK OUT:
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/
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
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.
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
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.
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
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
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.
