what is account planning
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- 1. What is Account Planning?
Chandradeep (CD) Mitra
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2. Account Planning Managing the 4Ms of Marketing
Communications
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3. Managing the 4Ms
The First M the RightMarket
The Second M the RightMotivation
The Third M the RightMessage
The Fourth M the RightMedia
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4. Managing the 4Ms
The First M the Right Market(WHO)
The Second M the Right Motivation(WHY)
The Third M the Right Message(WHAT)
The Fourth M the Right Media(WHERE & WHEN)
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5. Account Planning solves the old advertising dilemma Hard-Working
or Creative?
Hard-working and Creative!
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6. I do not accept that there has to be a choice between
advertising that is strategically relevant or creatively
original
Martin Boase
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7. At the heart of an effective creative philosophy is the belief
that nothing is so powerful as an insight into human nature, what
compulsions drive a man, what instincts dominate his actions, even
though his language so often camouflages what really motivates him.
For if you know these things about a man you can touch him at the
core of his being.
Bill Bernbach
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8. Account Planning is all about having a consumer focus and
through this adding something to the process of creating
outstanding advertising.
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9. Account Planning is about 3 questions
Why are we doing any advertising or communication at all?
Who are we communicating with?
What should we say and why?
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10. Conceptually, account planning emphasizes the importance of the
target consumers: understanding them, finding advertising
strategies that will best fulfil the clients marketing objectives
in terms of attitudinal or behavioural response, and then
evaluating the advertising developed, by pre- &post-testing,
long-term tracking, etc.
S Staveley
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11. Account Planning philosophy marks out a somewhat changed
relationship with the client. Instead of simply mirroring the
clients marketing strategy and goals (usually in terms of markets,
volumes, shares and revenue), the agency provides a complementary
expertise that directed at an intimate knowledge of the target
group. This involves conducting a dialogue with the consumers, and
better understanding of who they are, how advertising directed at
them will work best, how they use it, and in which media; and
afterwards, how well it is doing once a campaign is up and
running.
S Staveley
C PipalMajik
12. Account Planning makes advertising more Hard-working
Better targeting
Better researched
Deeper insight
Newer proposition
More relevant message
More appropriate media
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13. Account Planning makes advertising more Creative
Better Consumer Understanding
More Powerful Insight
Fresh Perspective
Unique Platform
Greater Impact of Message
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14. Account Planning createsa Better Chance of producingMore
Effectiveand More Creative advertisingMore Often!
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15. Role of Account Planning in Advertising?
Risk Reduction!
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16. The creative man, the new type of planner and the account man,
in essentially as a businessman with a flair for advertising, are
all likely to have greater equality of status. And all of them are
likely to be directly involved with the client. Because of their
different mental processes and ways of tackling problems they are
likely to work together more in a status of controlled friction
than artificial harmony.
Stanley Pollitt,
How I started Account Planning in Agencies(Campaign, 1979)
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17. The drivers of Account Planning
Value-added utilization and interpretation of Consumer
Research
Deeper understanding of Consumers
Understanding of how Advertising (Marketing Communications)
actually works
Helping create more effective ads
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18. The Voice of the Consumer
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19. The Agencys Conscience
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20. The Third Leg
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21. The Creativity behind the Creativity
HenrikHabberstad
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22. The goal is always about effectiveness, which means we must
bring everything back to behavioral & business outcomes, both
short & long term.When in doubt, our best judgementsabout
thesemust always be more important than pleasing the client, double
guessing the boss, winning a Golden Lion,making a quick buck or
covering our arses.Its not always easy, but this is the only solid
ground to stand on.Paul Feldwick
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23. Any systematic approach to planning advertising has to do
morethan simply provide controls and disciplines. It must actively
stimulateimagination and creativity too Stephen King, 1974
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24. We need a process that enhances an agencys ability to produce
outstanding creative solutions for our brands that will be
effective in the marketplace. It is the planners job to guide or
facilitate this process via the astute application of knowledge,
otherwise known as consumer and market understanding. From the real
world, outside the myopic, navel gazing self absorbed, self
rewarding industry we live and work in.Mary Baskins
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25. The ROI of Account Planning
Relevance ( Understanding of consumer, her relationship with
category, brand & media, and how communications can influence
her)
Originality(Differentiated strategy, unique platform,
clutter-breaking creative)
Impact ( Effectiveness in getting desired business result within
minimum investment of time & effort)
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26. If researchers are data gatherers, then planners are knowledge
applicators. Planners must insightfully interpret and illuminate
the data, and develop intuitive hypotheses from it.Mary
Baskins
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27. "Account Planning serves tochannel the consumer's viewpointto
the agency's creative staff during the entire process ofmaking an
ad campaign
Jay Chiat, Chiat/Day
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28. "Account Planning brings the voice of the consumerto the
creative, so that, in turn, the creative can talk to the
consumer
lonaKligman
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29. "The Account Planner speaks with the voice ofa thousand
consumers
Jane Newman
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30. "An Account Planner will find a statistic, then, rather than
simply deliver the data interpret what the numbermeans in the real
world
A Feuer
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31. "The secret of peering into the future depends on the deepest
possible understandingof consumers as people "
R Sliver
C PipalMajik
32. "The Account Planner who explainsthe marketplace with
value-added interpretation and analysiswill have a decided edgeover
the Researcher who is still 'describing' markets"
A Adams
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33. "The Account Planner's role is to think as the consumer
thinks,thus giving a face to piles of demographic and psychographic
research compiled by both client and agency"
K Stern
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34. "An Account Planner should belike an investigative
journalist.You need a lot of brains and a little moxie
Richard Block
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35. 5 Benefits of Account Planning
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36. Benefit 1:Account Planning helps an agency understand the
consumer more precisely. It prevents the agency from listening only
to the client, who can easily make false assumptionsabout his or
her audience.
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37. Benefit 2:Account Planning starts with what a client wants to
say and ends with what a target audience wants to hear. Constant
interaction with consumersensures that the agency always knows what
consumers are thinking.
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38. Benefit 3:Because Account Planning helps an agency know a
client's market so clearly, the concept leads to attention-
grabbing campaigns that help sell more of the Brand. The
advertising is simply better.
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39. Benefit 4:Account Planning leads to relevant advertising more
often because Account Planning is the consumer's representative
within an agency.They ensure that their agencies are in constant
communication with consumers and not just their clients..
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40. Benefit 5:Account planning makes it easier to sell a campaign
to a client because the agency can explain quite specifically why
the advertising should be done a particular way.
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41. So whats next?!
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