Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
2. This weekend I watched the movie BIG with my family. The main character was promoted to VP of Product Development because he was able to bring insights about children to upper
management. The consumer (himself as a 14 year old boy) was the only thing he knew to talk about. The best planners are able to think about their consumers like that.
3. First Job in Advertising
It also hit home for me because my first job in advertising was marketing
toys.
4. year year year year year year
1 2 3-4 5-6 7 8-10
Since then I have had the pleasure of working on lots of different brands, but more importantly for a strategic planner was the opportunity to talk to lots of different consumer audiences.
5. My Goal Tonight
I want you to add something to your marketing tool box. Maybe it’s a theory, maybe it’s a blog I reference or maybe it’s a case study that I show you. If you don’t learn anything new come
talk to me afterwards.
6. Brand Planning Account Planning
Media Planning
Connection Planning
Propagation Planning
Transmedia Planning
These are the different forms of strategic planning that I am going to talk about tonight.
8. WHO DOES
BRAND PLANNING?
Research and Brand Managers in Marketing Departments, Brand Consulting Firms, Ad Agencies
9. WHAT DOES
BRAND PLANNING
PRODUCE?
Brand Positioning Statements, Brand Strategies, Brand Audits, Brand Propositions, Product Propositions, Consumer Motivational Drivers, Brand Portfolio Architectures, New Product
Development Ideas, Retail Store Environment Themes, Naming Results
10. TOOLS
TELL PRODUCT STORIES
I want to talk about how brand planning can tell product stories better.
11. Deliverable: Product Proposition
(Products O er _________ )
Oneness
Brotherhood Beauty Wonder
Truth Accomplishment Security Freedom
Justice Love Duty Wisdom
Book: The Experience Economy, developing meaningful consumer experiences
What is the core emotional meaning of this product and what does it offer
people?
12. Deliverable: Brand Positioning
Blog: Royal Society of Account Planning/ The Hero and the Outlaw Book
(Caregiver) Care for Others - Campbell Soup, (Creator) Craft Something New - Home Depot, (Ruler) Exert Control - American Express, (Member) Be OK just as they are - Dove, (Jester)
Have a Good Time - Miller Lite, (Lover) Find and give Love - Hallmark, (Warrior) Act Courageously - Nike, (Outlaw) Break the Rules - Harley-Davidson, (Magician) Affect Transformation -
Viagra, (Innocent) Retain or Renew Faith - Blue Bell Ice Cream, (Explorer) Maintain Independence - REI, Sage) Understand their World - Sprint Now Network
15. Before Account Planning
Client
Account
Director
Creative Research
Book: How to Plan Advertising
16. After Account Planning
Client
Account Account
Director Planner
Creative
Book: How to Plan Advertising
17. WHAT DOES
ACCOUNT PLANNING
PRODUCE?
Creative Briefs, Key Strategic Ideas, Business Building Tactics, Ongoing Awareness Tracking Studies, Surveys, Discussion Guides for Focus Groups, Communication Plans, Competitive
Audits, Consumer Profiles
18. TOOLS
FINDING INSIGHT
I want to talk about how account planning can help find better insights.
23. WHO DOES
MEDIA PLANNING?
Media Buying and Planning Agencies, Ad Agencies
24. TOOLS
LEVERAGE PARTNERS
I want to talk about how media planning can leverage partners better.
25. Lexus
Team One
Publishing
Content
Customization
http://work.canneslions.com/media/?award=2
26. What’s the di erence between
Media Planning and Connection Planning
Engagement
Media Plans
Plans
Reach & Relevance &
Frequency Context
Cost per Cost per
Thousand Advocate
(CPM) (CPA)
Share of Share of
Voice Culture
37. Branding as Matching Luggage
This doesn’t work in Transmedia Planning
Storytelling is incredibly important here
38. WHO DOES
TRANSMEDIA
PLANNING?
Communication Planning Firms, ARG Firms, Film Production Houses, Ad Agencies, 42 Entertainment, Campfire, GMD Studios, Desedo Films
39. WHAT DOES
TRANSMEDIA
PLANNING
PRODUCE?
Alternate Reality Games, Worlds that Brands Create, Remixed Content
40. TOOLS
COMBINE AND REMIX
I want to talk about how transmedia planning lets each medium tell a story by itself as it ladders up to a collective greater narrative.
41. TRUE BLOOD LAUNCH CASE STUDY
1 2 3 4 5
CREATIVE MARKET IDEA PARTICIPATORY FEEDBACK
STIMULUS INTELLIGENCE PROPAGATION PLATFORM POINTS
Campfire, Deep Focus, HBO at the Futures of Entertainment 3 Conference in Boston
44. WHO DOES
PROPAGATION
PLANNING?
Social Media Firms, Communication Planning Firms, Ad Agencies
45. WHAT DOES
PROPAGATION
PLANNING
PRODUCE?
Social Media Influencer Identification, Communication Plans, Organized Social Media Campaign Launch Strategies
1) This weekend I watched big with my family
2) The main character was promoted to VP of Product Development because he was able to bring insights about children to upper management. The consumer (himself as a 14 year old boy) was the only thing he knew to talk about.
3) The best planners are able to think about their consumers like that
I want you to add something to your marketing tool box. Maybe it’s a theory, maybe it’s a blog I reference or maybe it’s a case study that I show you. If you don’t learn anything new come talk to me afterwards.
Research and Brand Managers in Marketing Departments
Brand Consulting Firms
Ad Agencies
Brand Positioning Statements
Brand Strategies
Brand Audits
Brand Propositions
Product Propositions
Consumer Motivational Drivers
Brand Portfolio Architectures
New Product Development Ideas
Retail Store Environment Themes
Naming Results
What is the core emotional meaning of this product and what does it offer people?
(Caregiver) Care for Others - Campbell Soup
(Creator) Craft Something New - Home Depot
(Ruler) Exert Control - American Express
(Member) Be OK just as they are - Dove
(Jester) Have a Good Time - Miller Lite
(Lover) Find and give Love - Hallmark
(Warrior) Act Courageously - Nike
(Outlaw) Break the Rules - Harley-Davidson
(Magician) Affect Transformation - Viagra
(Innocent) Retain or Renew Faith - Blue Bell Ice Cream
(Explorer) Maintain Independence - REI
(Sage) Understand their World - Sprint Now Network
Ad Agencies
Creative Briefs
Key Strategic Ideas
Business Building Tactics
Ongoing Awareness Tracking Studies
Surveys
Discussion Guides for Focus Groups
Communication Plans
Competitive Audits
Consumer Profiles
Media Buying and Planning Agencies
Ad Agencies
Media Buying and Planning Agencies
Ad Agencies
Communication Planning Firms
ARG Firms
Film Production Houses
Ad Agencies
Alternate Reality Games
Worlds that Brands Create
Remixed Content
Social Media Firms
Communication Planning Firms
Ad Agencies
Social Media Influencer Identification
Communication Plans
Organized Social Media Campaign Launch Strategies