ADVERTISING IN THE WILD

Bo ReisignerAccount Supervisor

Allison WettlingAccount Manager

Chris BarbeeBrand Planner

MEETING OBJECTIVES

what is account managementelements of daily tasks

what is account planningelements of daily tasks

the brief in action

OpenMind!

�Creatives�

It’s Not Fair

Account Managers

Planners

OpenMind!

Creatives

Let’s Change It!

Responsibles Intelligents

OpenMind!

Creatives

Being “Strategic” Is a Frame of Mind

Responsibles Intelligents

What?

What if?

When?

How much?

How? Why?

OpenMind !

SOME BRANDS BADGE

�Branding is what makes you want to put Nike on your feet, Disney in your vacation, and Haagen Dasz in your refrigerator.� David Shore

OpenMind !

Thinking Through: What are We Trying to Achieve?

BUSINESS OBJECTIVE

MARKETING OBJECTIVE

COMMUNICATIONS OBJECTIVE

OpenMind !

Thinking Through: What are We Trying to Achieve?

“A problem well-stated is a problem half solved”

Charles Kettering

OpenMind !

What Type Of Response Do We

Want?

“I want to be part of that.”

“Tell me more.”

“That reminds me…”

“Wow. That’s surprising.”

“I knew I was right.”

“Sharing!!”

“…Adding to the to-do list.”

“Time to eat!”

Arriving at a “Killer Objective”

And, perhaps…

Is anything happening in culture that can help us?

When we look at the world and society, can we use anything to give our effort more energy? Is there a wave we can catch? A point of tension we can leverage? An opportunity we can exploit?

Think About…

OpenMind !

The Business Objective

The Communications

Objective

The Creative Idea

Execution

THE STRATEGIC PROCESS

The Communications

Strategy The Marketing

Objective

How do we express

our creative idea in different

media?

What’s a powerful way to communicate our message?

What’s a powerful way to

achieve our objective?

What must our campaign do to

achieve our goal?

How will we make more

money? What must marketing

accomplish to achieve the

business objective?

steal market share from Coke

increase volume 3%

de-position “The Real Thing” as the old thing position Pepsi as

a younger alternative

“Choice of a New Generation”

“Pop star anthems”

OpenMind !

Good Stories

When Things Fit Together…

Work In

Multiple Formats

ACCOUNT PLANNERBRAND PLANNER

STRATEGIC PLANNERSTRATEGIST

ACCOUNT PLANNERBRAND PLANNER

STRATEGIC PLANNERSTRATEGIST

VOICE OF THE CONSUMER

Before Account Planning

Client

AccountDirector

Creative Research

Book: How to Plan Advertising

before planning

After Account Planning

Client

Creative

AccountDirector

AccountPlanner

Book: How to Plan Advertising

with planning

deliverable:insight

Deliverable: An Insight

Where do insights come from?

EMPATHY

Deliverable: Big Idea

Typical Agency Planning Model

Product/ Service Competition

Consumer

Big Idea

deliverable:big idea

STRATEGY

CREATIVE

ACCOUNT

PRODUCTION

MEDIA

THE TRADITIONAL SYSTEM

hand off, hand off, hand off…

THIS PROCESS TENDS TO BE !

INEFFICIENT!

SLOW !

FRUSTRATING!

BUILDS WALLS BETWEEN INTERNAL TEAMS

THE BEST TEAMS NATURALLY BREAK DOWN THIS

PROCESS - MORE OFTEN THAN NOT, THE BEST

TEAMS SHOOT THE SHIT, TALK A LOT, BOUNCE IDEAS,

COLLABORATE!

THEY GET ALL NEW BUSINESS, EVERY DAY !

a good analogy?

THE BETTER ANALOGY?

THE MOTHER EFFIN’

WOLF PACK

TEAMS INTELLIGENTLY BOUNCING

IN AND OUT OF A COLLABORATIVE

GROUP ENVIRONMENT, ALL

WORKING TOGETHER TO SLAY THE

PROBLEM

account

creativeplanning

media

STRATEGY

CREATIVE

ACCOUNT

PRODUCTION

MEDIA

SO INSTEAD OF THIS…

hand off, hand off, hand off…

STRATEGY

CREATIVE

ACCOUNT

PRODUCTION

MEDIA

CLIENTS

THE MODEL STARTS TO LOOK LIKE THIS…

THIS PROCESS TENDS TO BE !

EFFICIENT!

FAST!

INCLUSIVE!

TEAM MAXIMIZING ONE ANOTHER

NOTE: IT’S NOT ABOUT BLOWING UP WHAT WE DO AND OUR SKILL SETS;

IT’S ABOUT WORKING IT DIFFERENTLY

first thing’s first...

the story that planners must be ableto define and tell (brilliantly)

Your people (With loads of emotional and behavioral insights)

The main insight The one truth your leveraging in your solution

The message What you want people to know

The creative platform

The thought that holds it all together

Hero execution/s The executional/spiritual center of the idea

Engagement strategy The driving principle/s of the platform behavior

The ecosystem

All the stuff that gets built to make the hero shine

The context The broader world that your product/brand lives in

Fuelling

Seeing &

defining

Awesoming

Our (general) role

Your people (With loads of emotional and behavioral insights)

The main insight The one truth your leveraging in your solution

The message What you want people to know

The creative platform

The thought that holds it all together

Hero execution/s The executional/spiritual center of the idea

Engagement strategy The driving principle/s of the platform behavior

The ecosystem

All the stuff that gets built to make the hero shine

The context The broader world that your product/brand lives in

Fuelling

Seeing

Awesoming

Our (general) role

so we got some fuel going,ideas are starting to roll

but how’s a great idea defined?

Your people (With loads of emotional and behavioral insights)

The main insight The one truth your leveraging in your solution

The message What you want people to know

The creative platform

The thought that holds it all together

Hero execution/s The executional/spiritual center of the idea

Engagement strategy The driving principle/s of the platform behavior

The ecosystem

All the stuff that gets built to make the hero shine

The context The broader world that your product/brand lives in

Fuelling

Seeing &

Defining

Awesoming

Our (general) role

HAS IT BEEN DONE BEFORE? !

WILL PEOPLE LOVE IT AND BENEFIT FROM IT AS MUCH AS

THE BRAND MANAGERS?!

DOES IT LEVERAGE A KILLER INSIGHT? !

IS IT JUST SO DAMN SMART? !

IS IT WILDLY ENTERTAINING, AWESOMELY FUNCTIONAL

AND/OR EMOTIONALLY USEFUL? !

IS IT SIMPLE (ELEVATOR PITCH)? !

IS IT TRUE TO THE BRAND? !

IF IT’S A PLATFORM, CAN THE THOUGHT HOLD MANY

DIFFERENT EXECUTIONAL ITERATIONS? !

IF IT’S A TACTIC, CAN YOU IMAGINE HOW IT WOULD BE

RE-BOOTED/BUILT UPON IN THE FUTURE? !

CAN I BUILD AN ECO-SYSTEM AROUND IT? !

DO YOU GET SHIVERS?

here’s an easier way to tell

PURE DELIGHT EMOTIONALLY USEFUL

FUNCTIONALLY USEFUL

FROM THE PERSPECTIVE OF YOUR PEOPLE, DOES

YOUR IDEA FALL INTO ONE OF THESE AREAS?

sweet spot

Your people (With loads of emotional and behavioral insights)

The main insight The one truth your leveraging in your solution

The message What you want people to know

The creative platform

The thought that holds it all together

Hero execution/s The executional/spiritual center of the idea

Engagement strategy The driving principle/s of the platform behavior

The ecosystem

All the stuff that gets built to make the hero shine

The context The broader world that your product/brand lives in

THIS IS WHAT GOES INTO THE BRIEF

OpenMind!

A good brief is kindling. It starts a spark. Nick Cohen, Founder Mad Dogs & Englishmen

(creative)

OpenMind!

1.  What are we trying to do?

2.  Who are we talking to and what should we

know about them?

3. What�s the main idea?

4. Why should they believe this?

5. What tone of voice should the advertising

have?

6. What practical considerations are there?

a �standard� creative brief answers these questions:

OpenMind!

Creative Briefing Guide for Clients (Page 1) Creative Briefing Guide: A Creative Briefing document has two primary purposes (which sometimes seem to be in conflict). 1) As an agency/client tool, to document aligned expectations around what the creative product

will attempt to accomplish and what its key message is expected to be. For these purposes, the document needs to clearly outline objectives and a single-minded strategic focus, and must be agreed to by client and agency.

2) As an internal creative tool, to help �spark� the creative process. The goals of the internal creative briefing are: to point the creative team in a clear direction, eliminating the paralysis of infinite choice; to provide necessary product or brand information or background that must be taken into consideration; to provide other useful knowledge that may become fodder for creative thinking (but not to overwhelm the team or obfuscate the point with extraneous information); and -- ideally -- to inspire maximum creative energy by providing a clearly focused area in which to work. For these purposes, the briefing document needs too be agreed to by Planning and Creative leadership.

Additionally, a Creative Briefing Guide may express in its format an agency or client philosophy about how commercial communications should work (for instance, Crispin highlights cultural tension in its briefs, Wendy�s briefs have highlighted questioning the status quo, and this document puts emphasis on two ideas that kb+p holds dear, the power of people and the �Attic of Brand Equity�).

It is worthwhile to mention what a Creative Briefing document is NOT: -  It is not the end product of the process. It is merely part of the process. A brief is kindling – it�s intention

is to spark something. The brief itself will never run on the air. Therefore clarity and economy of language are more important than eloquence, and the briefing should not just be a document, but a conversation.

-  It is not a legal document. Going �off-brief� is not against the law. If ideas are generated which accomplish the objectives in ways not foreseen by the brief, the brief may change.

-  It is not the repository for all information on the topic. A brief should be brief. Extraneous detail detracts from clarity.

-  A merely external document. If the brief is not effective as an internal creative tool -- if it does not make clear reductive choices and work to spark creative energy -- it is a failure, whether the client agreed to it or not.

OpenMind !

Creative Briefing Guide for Clients (Page 1) Creative Briefing Guide: A Creative Briefing document has two primary purposes (which sometimes seem to be in conflict). 1) As an agency/client tool, to document aligned expectations around what the creative product

will attempt to accomplish and what its key message is expected to be. For these purposes, the document needs to clearly outline objectives and a single-minded strategic focus, and must be agreed to by client and agency.

2) As an internal creative tool, to help �spark� the creative process. The goals of the internal creative briefing are: to point the creative team in a clear direction, eliminating the paralysis of infinite choice; to provide necessary product or brand information or background that must be taken into consideration; to provide other useful knowledge that may become fodder for creative thinking (but not to overwhelm the team or obfuscate the point with extraneous information); and -- ideally -- to inspire maximum creative energy by providing a clearly focused area in which to work. For these purposes, the briefing document needs too be agreed to by Planning and Creative leadership.

Additionally, a Creative Briefing Guide may express in its format an agency or client philosophy about how commercial communications should work (for instance, Crispin highlights cultural tension in its briefs, Wendy�s briefs have highlighted questioning the status quo, and this document puts emphasis on two ideas that kb+p holds dear, the power of people and the �Attic of Brand Equity�).

It is worthwhile to mention what a Creative Briefing document is NOT: -  It is not the end product of the process. It is merely part of the process. A brief is kindling – it�s intention

is to spark something. The brief itself will never run on the air. Therefore clarity and economy of language are more important than eloquence, and the briefing should not just be a document, but a conversation.

-  It is not a legal document. Going �off-brief� is not against the law. If ideas are generated which accomplish the objectives in ways not foreseen by the brief, the brief may change.

-  It is not the repository for all information on the topic. A brief should be brief. Extraneous detail detracts from clarity.

-  A merely external document. If the brief is not effective as an internal creative tool -- if it does not make clear reductive choices and work to spark creative energy -- it is a failure, whether the client agreed to it or not.

OpenMind !

Good briefs: Pick a lane

Express the decision clearly Spark creativity rather than dampen it

Are (fairly) brief Take on board the individual – and social –

aspects of brand connections Get people moving

WHATEVER THE FORMAT...

GETCHA POPCORN READY

why are we advertising/what’s the background?Body wash sales are eclipsing those for bar soap. And many male brands (including Dial, Irish Spring, and Nivea) have swooped in to get a piece of the pie. Old Spice’s share in the male body wash segment is slipping. We need to protect our share in the category. The problem to solve is how to generate excitement with guys who are not currently Old Spice customers.

what’s the key insight?60% of men’s body washes are purchased by women.

the people we’re seeking to attract?Millennials (males and females, 18-34). They are the most diverse (1 in 3 is not white), most educated, most marketed to, most medicated, and most cared for generation in history. Nearly half of Millennials were raised by divorced parents, 33% lived with a single parent, and nearly 75% had working mothers.  Millennials have come of age during a time of rapid technological and social shifts. The advent of smartphones and texting created whole new paradigms of communication and interaction. More than 95% of Millennials have an account on at least one social networking site. Characterized as impatient and with a high need for immediate response, Millennials reflect the shift to real-time information and sharing.

Despite the shifts around them, Millennials exhibit confidence, connectedness, and value a deep sense of being called to a cause greater than themselves. Today, only half of Millennials have entered the workforce but they are being highly studied and are certain to have a dramatic impact in how we define “work, play and pray.” As it relates to this product, they are vain and fickle with brands. Loyalty is defined by a sense of, “What have you done for me lately?” They fein differentiation, so any attempt to make them stand out will be accepted with open arms.

1.

what’s the single most compelling idea?Smelling manly is sexy.

what’s the brand’s personality?fun - doesn’t attempt to be seriouscool - on trend and part of the “in” crowdirreverent - non-traditional and liberalsexy - attractive and desirablespirited - has flare and moxie

what are the executional mandatories?tvsocialdigitalradioooh

2.

why are we advertising/what’s the background?Ragu is losing market share due to an aging customer base. The original customers of the brand are now older, and their kids have outgrown home cooked meal or moved out of the house all together. The problem to solve is how to increase sales and change the image of the brand in the eyes of a new consumer.

what’s the key insight?Hindsight makes us forget how tough it is to be a kid. It’s tougher today than ever before.

the people we’re seeking to attract?Mothers (25-35) - She is the designated chief operating officer of the home. Motherhood will always distinguish most women from men and put them at the center of home and family life. While that’s not necessarily a bad thing, many mothers, especially working mothers, are time- crunched and stressed, putting in long hours at work and at home. To reach this demographic, marketers need not just to communicate that the goods and services they offer are practical and convenient; they also need to make real moms feel confident and in charge.

She is looking for solutions that will help her manage the complexities of her life, lessen her stress and workload, and give her more time to focus on what’s really important. She wants to be a good mom and COO of the household but also have an identity outside that. And while she may be embracing her perfectly imperfect self—as a mother and beyond—she wants brands to catch up. In plainer terms, she wants products and services that provide value to her and her family—and that give her permission to be imperfect and recognize her identity outside of being a mom. Perhaps more importantly, they want to be real women, with interests that include and extend beyond their roles as caretakers, providers and nurturers.

1.

what’s the single most compelling idea?Childhood sucks. Reward your kids with Ragu.

what’s the brand’s personality?Traditional – caters to everyday livingSafe – never a poor choiceHomely – part of familiesTimeless – has been around and is here to stay

what are the executional mandatories?tvsocialdigitalradio

2.

NOW I WANT YOU TO HIT ME AS HARD AS YOU CAN

why are we advertising/what’s the background?

what’s the key insight?

the people we’re seeking to attract?

1.

Dodge is prepared to launch the new Charger. Because Chevy and Ford have both recently released new model, Camaro and Mustang, respectively, increasing market penetration with the new model will be difficult. Our problem to solve is how to make an impact in the market, staying true to the brand but also differentiating ourselves from the competition.

what’s the single most compelling idea?

what’s the brand’s personality?

what are the executional mandatories?

2.