what is account planning? english version
Post on 17-Oct-2014
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English version from What is Account Planning, presented at ESADE in June 2009.TRANSCRIPT
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Discipline: Methods and Research Techniques
Mariana Dios-TanStudent at ESADE – Jun/2009 – Professor Barbara Costa
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Account PlanningStrategic Planningof communication
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To learn a little more I went to Competence that is an advertising agency focused on strategic planning.
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But before you understand what an account planner does,
let's talk a little bit of history!
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After all, how it all started?
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Everything started because of two guys:
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Stanley Pollitt
Stephen King
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Stephen King
In 1964 Stephen King worked at JWT and
was there that he developed a system
of work called Target Plan (T-Plan),
which combines conducted
consumer research with insight to
creation area.
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Stanley Pollitt
Stanley Pollitt worked for BMP (Boase Massimi
Pollitt) when in 1968 he raised the flag of planning saying that
the voice of the consumer should
have a central role in the development of
advertising.
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Since the first professionals to arise in planning came from the areas of
Account Management and Media Planning, this new area was named Account Planning.
And this name, where they come from?
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Account Management+
Media Planning=
Account Planning
And this name, where they come from?
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In some places this area is also known as Strategic Planning and Brand Planning
and who works in the area is called:
And this name, where they come from?
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Planner
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And now there are different types of planners and they make all the difference
in the preparation of a project. And if you want to know, they are many ...
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Then you say: Ok! But after all ...
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... what hell does a planner?
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That is the question who do not stop!The information and definitions are not entirely
clear even to those who works in the area. We can say that things are still being defined.
... what hell does a planner?
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But we can say that a planner is responsible for developing a strategic plan of
communication, means it is not obvious? But what is not obvious, is how he does.A plan does not appear from nothing, it is
based on data, facts, stories, studies, figures, people and experiences.
... what hell does a planner?
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For all that happens is really necessary to understand the role of planning, not only
as one more tool in the development of advertising, but as a connector of information.
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The role of planning
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A planner passes through an important process of building structure and logic
of thought, until get in the planning.
The role of planning
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This process begins with your understanding about our world, it means, your power to see and understand everything that surrounds you, not only with the
eyes of a planner, but also and perhaps more important, with the eyes of many observers with different values and cultures.
The role of planning
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Only then you will be able to imagine the future of the plan desired.
The role of planning
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How everything is well connected, it is essential that your ability to understand and think be closely related to your power of synthesis,
development and construction of a line of thinking and reasoning properly structured and appropriate to the reality in question.
The role of planning
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To develop a planning
And at that point, make some connections makes all the difference.
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Therefore it is so important be able to use our vision through a multidisciplinary
and multicultural context.
To develop a planning
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The market is doing well, thanks!
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The market is in constant growth, it varies according to local demand.
In Brazil the main focus of vacancies in planning area still be the city of São Paulo.
The market is doing well, thanks!
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Will we be millionaires?
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The fact to the market be rising for planners do not mean that we will be millionaires.Our fee varies according to the type of
business, the reality of the market place and your professional placement.
Will we be millionaires?
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The first case we never forget!
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The challenge
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In partnership with Cannes Lions International Advertising Festival,
YouTube launched a contest that awarded two people to travel to the festival.
The challenge was to create and publish a video in 48 hours. The second phase was to
make it viral, so we had exactly two weeks.The videos with more views would be evaluate.
The challenge
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The briefing
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The briefing was fully connected to Oxfam, an international NGO. The video should somehow
move people towards climate change conference to be held in Copenhagen and to make people sign a petition
on Oxfam website.
The briefing
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The strategy
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Position ourselves as pro-active and concerned about climate change and not only in
winning a competition.
The strategy
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Our project was known as Oxfam We Can Save!
We chose this name to stimulate the engagement of people.
The strategy
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We use the Twitter, where we created the twitter.com/wecansave, through which we had informed people about the conference
in Copenhagen, the consequences of climate change, the importance of
signing the petition and about the video.
The strategy
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The effect
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Thousands of people were involved and many of them actually felt part of the project.
Many commented and spread our sentences around the world.
The effect
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The effect
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The effect
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The effect
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The video across the continents...
The effect
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The effect
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The effect
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The effect
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The effect
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3509 views50 ratings20 comments
2630 followers387 retweets3646 clicks
1083 entries
989 views5º most watched video
The result
Last updated June 17, 2009.
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The twitter.com/wecansave will be maintained, because after all, the conference has not yet happened, the petition is still turning the world,
and the weather still crazy!
twitter.com/wecansave
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Sources of knowledge
PPT : A Chat About Planning and Related Things Ken Fujioka – Head of Planning JWT Brasil
PPT: News ways for the planning area?Daniel De Tomazo – Director of Planning JWT Brasil
Book: Truth, Lies and Advertising : The Art of Account PlanningJon Steel
Article: What is Account Planning?APG UK
Interviewee: Pablo Fontoura - Coord. Competitive Intelligence Competence
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Discipline: Methods and Research Techniques
Mariana Dios-TanStudent at ESADE – Jun/2009 – Professor Barbara Costa
Thank you!