account planning around the world
TRANSCRIPT
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Account Planning around the World
APG London 2 September 2008
Guy Murphy, JWT
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Changing profile of world business
Source: World Bank
0
1
2
3
4
5
6
7
8
9
East Asiaand Pacific
South Asia Europe &Central Asia
Sub-Saharan
Africa
Middle East& N Africa
UK LatinAmerica &
Carib
GP
D g
row
th 2
000-
05 (
%)
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The Planning ChallengeCategory Development Index
BrandDevelopment
Index
Low
Low
High
High
John QuelchHarvard Business School
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Cannes Winners
1993 2006 % ch
Total Lions 229 330 +44
UK Lions 60 46 -23
Source: Cannes Lions International Advertising FestivalFilm, press, outdoor, direct categories
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Cannes Press Gold Lions
1993 2006
BrazilFranceU.K.
U.K.USAItalyFrance
BrazilSpainSingaporeSweden
NorwayNetherlandsGermanyJapan
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Line up
Business
Brands
Creativity
Account Planning
You
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Where to?
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The variables
Creative
Media
Research
Budget
Clients
Scale
Lifestyle
Support
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Mapping the Planning worldEconomic
development
PlanningDevelopment
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Mapping the Planning worldEconomic
development
PlanningDevelopment
JapanAustraliaCanadaFrance
USUK
ChinaRussia
ArgentinaSaudi
(Africa)
India
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The strategic development of PlanningEconomic
development
PlanningDevelopment
JapanAustraliaCanadaFrance
USUK
ChinaRussia
Argentina(Africa)Saudi
India
Builddemand(prove)
Maintain leadership(innovate)
Securetrial
(pioneer)
Buildshare(push)
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The required character of PlanningEconomic
development
PlanningDevelopment
The fighter The change agent
The pioneer The ‘creative’
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