Strategic planner's work process

1. Strategic Planning Manager
of an Advertising Agency

2. The 3 Big Functions of an Ad Agency
Account • Voice of the Client
Management
Strategy
Creatives
• Voice of the
Consumer
• The Voice within

3. Focus on client and consumers
than the BrandTeam
A brand is how the consumer
defines it rather than how we or the
brand team defines it

4. Flow of Information in an Agency
Account
Management
Clients
Brief
Strategy
Creative
Brief
Creative

5. So what does a Planner really do?
Write the creative brief :P
Considering
The Market
The Customers
and The Client
Write the plan + present the pitches

6. Writing the Creative Brief
•
•
•
•
•
Understanding the business of the client
Identifying the right consumer
Identifying insights about the consumer
Coming up with THE BIG IDEA
Identify best media to exploit the Big Idea
Makes sure that the campaign will achieve the objectives set
out by the client

7. Responsibilities of a Planner
• An expert information cruncher
• Insight miner
• Owner of the
big
idea
• Developing the Big Brand Idea
• Make sure that the
•
idea sells to the consumer
Make sure that the idea is executed most efficiently on the media

8. What should Strategy
Really do

9. Difference between Account
Planning and Strategic Planning
• Account Planning
• Voice of the Consumer
• Strategic Planning
• Business building
• Brand Building
• Organization Capacity Building