a plea for brand and comms planners to work better together
TRANSCRIPT
Putting Account Planning Back Together
(Or, how brand planners and comms planners can work better together)
WHAT IS A PLANNER?
“SOMEONE RESPONSIBLE FOR THE RELEVANCE OF THE ADVERTISING TO THE CONSUMER”
Jane Newman’s job description when she joined BMP in the late 60s
SPECIALIZATIONGROWTH FRAGMENTATION
AS ADVERTISING HAS GROWN UP, THE PLANNING DISCIPLINE HAS FRAGMENTED
FRAGMENTATION
INTEGRATION
AS PLANNERS, WE MUST FIGHT FRAGMENTATION OF THE DISCIPLINE, BECAUSE IT CAN LEAD TO FRAGMENTATION OF
THE CREATIVE, AND THE BRAND
SPECIALIZATIONGROWTH
ART COPY
MAYBE, WE CAN THINK ABOUT PUTTING PLANNING DEPARTMENTS TOGETHER IN THE SAME WAY THAT CREATIVE
DEPARTMENTS ARE ORGANIZED
BRAND PLANNER
COMMS PLANNER
CREATIVEPARTNERS
PLANNINGPARTNERS
AT THE END OF THE DAY, NO MATTER WHAT KIND OF PLANNER YOU ARE, WE ARE ALL WORKING TOWARD THE
SAME END-GOAL
BETTERCREATIVE
COMMS PLANNERS ARE ABOUT ASSETS THAT BRING IDEAS TO LIFE
Bring strategic rigour to the implementation of a creative idea
Champion integration of Process and output
Ecosystem architecture & Channel expertise
BRAND PLANNERS ARE ABOUT UNCOVERING IDEAS
Determine and maintain the Brand’s true north
Identify when the brand’s direction Needs to shift based on context
Deliver creative direction to solve The business problem
IT’S JUST THAT BRAND PLANNERS AND COMMS PLANNERS COME AT IT FROM DIFFERENT ANGLES
TOGETHER, WE DO A LOT OF THINGS
QUALRESEARCH
QUANT RESEARCH
INSIGHTS
BRIEFS
COMMSFRAMEWORK
BLUEPRINTS
ECOSYSTEMS
MEASUREMENT CREATIVE PARTNERSHIP
CLIENT EDUCATION
BUT WITH SPECIALIZATION, WE HAVE MORE ROOM FOR RIGOR
BRAND PLANNER LED & OWNED
Brand positioning/ platform/ personality
Persona insight
Big idea brief
Big idea creative inspiration/ feedback
EITHER CAN OWN & LEAD, OR, CAN BE A JOINT EFFORT
Insights
Research
Consumer journey
Executional briefs
Measurement
Client Education
Set up decks
COMMS PLANNERLED & OWNED
Channel insights
Comms framework
Blueprint
Ecosystem
Executional channel inspiration/ feedback
Media team liaison
WHERE BRAND & COMMS PLANNERS COME INTO THE CREATIVE DEVELOPMENT PROCESS
PHASE 1BIG IDEA CONCEPTING
PHASEA 2ECOSYSTEM DEVELOPMENT
ONGOINGOPTIMIZATION
ASSE
TS G
O LI
VEBig Idea Brief
Round 1 CreativeBig Idea Development
Client Input BriefAdditional research, insights, brand positioning
Big Idea Brief and Comms Framework signed off by clients and used for creative kick off
Media Strategy
Comms Framework
ANALYTICSCLIENT COMMS PLANNER
BRAND PLANNER CREATIVES MEDIA
WHERE BRAND & COMMS PLANNERS COME INTO THE CREATIVE DEVELOPMENT PROCESS
PHASE 1BIG IDEA CONCEPTING
PHASEA 2ECOSYSTEM DEVELOPMENT
ONGOINGOPTIMIZATION
ASSE
TS G
O LI
VEBig Idea Brief
Round 1 CreativeBig Idea Development
Client Input BriefAdditional research, insights, brand positioning
Big Idea Brief and Comms Framework signed off by clients and used for creative kick off
Media Strategy
Comms Framework
ANALYTICSCLIENT COMMS PLANNER
BRAND PLANNER CREATIVES MEDIA
Clients align on Big Idea Concept to move forward with
Client signs off on Blueprint, Learning Agenda & Measurement Plan, Media Plan
Blueprint Media PlanLearning Agenda & Measurement
Plan
Round 2 CreativeTactical Development Ecosystem
Executional Briefs
WHERE BRAND & COMMS PLANNERS COME INTO THE CREATIVE DEVELOPMENT PROCESS
PHASE 1BIG IDEA CONCEPTING
PHASEA 2ECOSYSTEM DEVELOPMENT
ONGOINGOPTIMIZATION
ASSE
TS G
O LI
VEBig Idea Brief
Round 1 CreativeBig Idea Development
Client Input BriefAdditional research, insights, brand positioning
Big Idea Brief and Comms Framework signed off by clients and used for creative kick off
Media Strategy
Comms Framework
ANALYTICSCLIENT COMMS PLANNER
BRAND PLANNER CREATIVES MEDIA
Clients align on Big Idea Concept to move forward with
Client signs off on Blueprint, Learning Agenda & Measurement Plan, Media Plan
Blueprint Media PlanLearning Agenda & Measurement
Plan
Round 2 CreativeTactical Development Ecosystem
Performance Tracking
Creative Optimization Recommendations
Executional Briefs
PRINCIPLES OF PARTNERSHIP“ONE PLANNING TEAM” MINDSET
SAME BRAND TEAM MINDSET
CONSTANT COLLABORATION
WEEKLY STATUS, DAILY INFORMAL CHECK INS
RESPECT FOR ALTERNATE VIEWS AND EXPERIENCES
PERSONAL CAMARADERIE
FLEXIBILITY - HELPING EACH OTHER
THE FUTURE
NOWBETTER PARTNERSHIP ON
EACH ACCOUNT
BETTER PARTNERSHIP AT A DEPARTMENTAL LEVEL
NEXTWORKING TOGETHER TO
IMPACT CREATIVE DEPARTMENT AND AGENCY
CULTURE
ALL IN THE SERVICE OFTHE WORK
“The relevance of advertising to the
consumer”
THANK YOU :)