introduction to account planning
DESCRIPTION
An introduction to account planning for folks across agency disciplines.TRANSCRIPT
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INTRODUCTION TO ACCOUNT PLANNINGross cidlowski4.16.13
Thursday, April 18, 2013
10+ years advertising & innovationSan Francisco, New York, Boston
HI. I’M ROSS
Dad-to-beSneakerheadTarheel
Source: NYC Photo Chris Ozer
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SOME CLIENTS
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I F#$%@#^ LOVE PLANNING
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SO WHAT EXACTLY IS ACCOUNT PLANNING?
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PLANNING WAS INVENTED IN THE 1960S
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"The account planner is that member of the agency's team who is the expert, through background, training, experience, and attitudes, at working with information and getting it used - not just marketing research, but all the information available to help solve a client's advertising problems." - Stanley Pollitt
“Planners are in a unique position in their jobs because they have an understanding of the audience through research expertise AND an understanding of how it will be applied within their own business, thus they provide a crucial bridge.”- Merry Baskin
PLANNING IS
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PLANNING......
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•Gets people into the conversation
•Helps the creative work and work harder
•Makes the agency smarter
•Is a tool for new business
•Gets people excited about thinking in a new way
•Is where you start
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PLANNING IS
9source: farrah bostic
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PLANNING IS ABOUT INCREASING YOUR SHOOTING PERCENTAGE
10Source: M!
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Effectiveness
PLANNING SHOULD BE BUILT ON 1 THING
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ABOVE ALL ELSE, A PLANNER’S ROLE IS TO ENSURE THE WORK ACTUALLY WORKS
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I. Empirical not theoretical •Intuition only gets you so far; strategists must rely on knowledge through observation & validation (otherwise you might as well be guessing)
II. Embrace complexity•The world won’t suddenly start simplifying itself; great planners radically simplify the big into small•Tackle with modern strategy techniques - collaboration, iteration, ecosystems
III. Judge when to lock & unlock•Planners must call time on an idea that is plainly not appropriate for the task or most likely to work•Planners need to understand when decisions can ignite others and advance the ball
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HOW PEOPLE PERCEIVE PLANNERS
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? WHAT DO PLANNERS DO?
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WE WEAR MANY HATS
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Makers
Sociologists
Researchers
Explorers
Storytellers
Culturists
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HOW THE HELL DO WE GET PEOPLE TO EAT A CANDY BAR UNCHANGED SINCE THE 1960s?
WHAT WE DO - EXPLORERS
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HOW DO WE PUT WONDER IN A CAN?
HOW DO WE REGAIN TRUST WHEN WE ARE A MEME FOR BAD?
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RESPONSIBILITY PROJECT
WHAT WE DO - STORYTELLERS
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WHAT WE DO - CULTURISTS
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WHAT WE DO - RESEARCHERS
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WHAT WE DO - SOCIOLOGISTS / PSYCH
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WHAT WE DO - MAKE STUFF
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WHERE WE FIT - CONTROLLED FRICTION
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Account
Creative
Planning
Source: Gareth Kay
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WHERE WE FIT - CONTROLLED FRICTION
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Make the advertising happen
Make the advertising good
Make the advertising work
Source: Gareth Kay
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THE PROCESS TO GET THERE
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Defining the problem
Building Insights & Strategies
Inspiring Creatives
Selling the Work
Measuring Impact
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PLANNING PROCESS
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I. DEFINING THE PROBLEM
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Most of the time something is wrong --> enter the agency
•The target, the competitive set, the benefit, the proposition, not enough information, etc
The other half of the time, the problem isn’t clearly defined enough:
•Telling your agency your brand lacks awareness is like telling the doctor something hurts
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Insights are profound human truths specific about people, categories, products, businesses, and brands that are presented in a fresh stimulating way
II. BUILDING INSIGHTS
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ISNTKids like to build stuff. Parents like when their kids build things because it keeps kids busy and teaches them how to problem solve.
ISParents believe that children who are creative problem solvers will do better and achieve more in their personal and professional lives.
ISN'T / IS
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DIFFERENT TYPES OF INSIGHTS
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(When talking about convertibles) “everyone thinks beach and sun, but at night its like you’re in a space ship” - Lance Jensen
GOOD INSIGHTS CAN LEAD TO GREAT WORK
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(When talking about convertibles) “everyone thinks beach and sun, but at night its like you’re in a space ship” - Lance Jensen
GOOD INSIGHTS CAN LEAD TO GREAT WORK
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DON’T JUST REFLECT REALITY
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“It’s illuminating & romantic”
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Brand History / Equity / Values•Mission Statement•Brand Tracker•Stakeholder Interviews•Brand Clouds•Brand Equities•Content Engagement
GETTING TO GOOD INSIGHTS
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Business Brand
ConsumerEngagement Cultural Context / Attitudes / Motivations•3rd party data•Quantitative Surveys•Qualitative Research•Social Listening
Market Share & Competitive Data•Competitrak•Financial Analyst Reports•Sales Trends•Category Trends•Annual Sales Data
Behaviors / Media / Purchase•Experiential Research•Customer Journeys•Qual & Quant Research•Syndicated Data•Blogs•Forrester & Iconoculture
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WHAT WAS THE INSIGHT?
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INSIGHTS ARE THE BASIS FOR ALL MARKETING
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Insights
Positioning
CreativeMediaContent
All Marketing Efforts
insights become foundation for all marketing
Source: Rowena Alston
Belief
Behavior
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II. SETTING THE STRATEGY
35source: mike aruz
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GOOD STRATEGERY
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TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE DISCUSS INTERNET DRINK SLEEP GO AWAY TALK TALK DEBATE 37
III. INSPIRING CREATIVES
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Our Main Deliverable. Distillation of all research, thinking & discussions. Serves multiple functions.
BRIEFS
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Write the brief Get some account and media suggestions
Simplify the problem
Get away from the idea
Come back & crack the idea
Feed bits of inspiration
Give them something helpful everyday
Build your strategic fortress
Source: Heidi Hackemer
Rewrite the brief
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Come Correct •Building Sessions•Be Positive•Start with the good parts•Keep bitching to a minimum
CREATIVE GUIDANCE STRATEGIES
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It’s not easy being a creative•Intense pressure•Weird hours•Each works differently
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IV. SELLING THE WORK
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•Bring the idea to life in any way possible
•Sell early and often
•Don’t accept the client’s frame of the problem. Reframe in the terms that are
surprising but make your answer inevitable and inarguable
•Tell a story: the power of an idea, the problem, an even bigger problem,
catalyst for change, how we know we’re right
Source: Rowena Alston
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You made it, now get to work!
•Old world - wait for 3/6/12 months sales data•New World - real-time measurement & reporting for 24/7 optimization
•Work can always be made as culture and consumer’s behavior shifts
•Planners work with media & analytics to:•Define program goals•Develop learning & measurement plans•Generate fodder for new insights
V. MEASURING IMPACT
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Test
Measure
Learn
Optimize
•Analytics•Brand Tracking•Engagement Measurement•Buzz Metrics•Brand Index•Copy Testing
Source: Rowena Alston
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HOW TO WORK WITH PLANNERS
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BE A WOLFPACK
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PlannerCreative Media Account Production
Source: Heidi Hackemer
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Planning takes time, good planning takes more time
GIVE PLANNERS THINKING TIME
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Planners are never not working
They’d love to bounce ideas,
chat, or imagine the future
Talk to them
BRING YOUR IDEAS EVERYDAY
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“Consistency is the last refuge of the unimaginative”- Oscar Wilde
DONT BE AFRAID OF FAILURE
46Source: Gareth Kay / Mark Lewis
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New business scour on blogs & social media, etc
POTENTIAL DAY IN THE LIFE - JR PLANNER
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Competitive Dig for Market Analysis
Write tactical brief for Dunkin Donuts Summer Promotion Biscuit Breakfast
Sharing stimulus in creative briefing
Developing hypotheses & initiatives for go-to-market launch strategy on Cigna
Get Organized for day and week ahead
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WANT TO BE A PLANNER?
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IDEAL PLANNER DNA
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A good intellect & innate curiosityCapable of daring leapsHumanity and empathyA dose of anxietyWeird wiringGeeking outAbility to performBraveEgo-lessAlways onNumerateTeam player
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READ THIS
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Gareth Kay
FOLLOW THEM
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Mark Earls Russell Davies Heather LeFevre
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Feed & Fuel Creativity
Be Objective & Optimistic
Be present & talk often
Be additive, not interruptive
Be Curious
DO THIS
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QUESTIONS / THOUGHTS / COMMENTS
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THANKS
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Lifefilter
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