The document discusses foundational principles of account planning and strategic thinking. It emphasizes that account planning involves deploying strategic thinking skills to advertising objectives. The role of the planner is to ensure planning solves client problems rather than doing the planning. An effective strategy requires a sustainable differentiator, knowledge of competition and consumers, and understanding consumer behavior is always changing. The planning cycle involves understanding the current status, objectives, developing strategies to meet objectives, and evaluating progress. Effective strategic thinking considers the consumer experience and behavior rather than just responding to competition. Planners should apply their skills to their own lives by developing a strategic plan and following it to enjoy the journey.

1. Mastering the
Basics
Re-visiting the Foundations
of Account Planning

2. the sojourn: a confusion but a blessing.
aligning transitional concepts with foundational
principles, importing the ideal into the real;
until complexity gives way for complex
simplicity.

3. Strategy….
› …from the Latin word “Strategos” – the art
of the general
› The skill to be able to deduce an overall
direction from an enemy’s battle tactics,
and to develop a better strategy that can
give you victory in the war.

4. Critical Components of a
Good Strategy
› A SUSTAINABLE DIFFERENTIATOR – delivering on a
proposition that your competition cannot duplicate
easily.
› KNOWLEDGE OF YOUR COMPETITION – your success
depends not just on you, but on your competition as
well. (Ref: Sun Tzu, Jon Steel – Perfect Pitch)
› KNOWLEDGE OF YOUR “BATTLEFIELD” – THE CONSUMER;
knowing your consumer is a both a life skill and a
lifestyle habit, cos they are always changing and so
must you.

5. › Account Planning is basically deploying the
basics of Strategic Thinking on the
Advertising Task/Objective.
› THE ROLE OF THE PLANNER IS TO ENSURE THAT
THE PLANNING IS DONE IN THE SOLVING THE
CLIENT’S PROBLEMS, NOT NECESSARILY
DOING THE PLANNING HIMSELF.

6. The Planning Cycle – Stephen King
Where are
we?
Why are
we there?
Where
could we
be?
How could
we get
there?
Are we
getting
there?
Status of
the Brand
Business/
Marketing
Objectives
Pre-testing/
Tracking

7. A Strategy Development Template
Distinctive
from the
Competition
True to the
product
Motivating
to the
Consumer
COMPETITIVE
ANALYSIS
PROPOSITION
PRODUCT
INTERROGATION
TA
UNDERSTANDING

8. 3 Key Things – I have Better Questions…
› Context – why not test concepts and products
in the context of consumer experience?
› Why not observe how the consumer lives and
buys and eats and drinks? (MTN vs. Guinness in
use of football)
› Competition – do we need to respond to
competition always?
› What if the competition can helps us win?
› Consumer

9. PROFILING THE CONSUMER
› SOCIOLOGY vs. PSYCHOLOGY
› The study of Group Behaviour vs. the study
of Human Behaviour
› The consumer that ADVERTISING talks to is
AN INDIVIDUAL, NOT A GROUP.

10. 9 CONCLUSIONS FROM
CANNES
Which is also how I would have summarized my
take-outs as well.

11. Here We Go…
1. Planning is a means of making stuff…it’s
practical to the real world…
2. Define the problem and set your objectives
3. Planners are architects of choice and behavior
4. Importance of decisiveness and commitment
5. Planning is about brave strategy not just brave
execution – the planner needs to be bold in
their strategic choices…

12. Here We Go…
6. The act of planning is much more important than
the plan, it’s a constant way of thinking about
problems…
7. You’ve got to let go…you can create the conditions
to some degree…
8. The power of intuition is very key, cos you can never
have all the information…
9. The transfer of enthusiasm…planners need to come
out of themselves…

13. To a Strategist…SUCCESS and
FAILURE have equal value…
The critical question – did it work?
If not, why, what can we learn?
If it did, what can we learn, so we can
repeat the success?

14. LIVE BY DESIGN
MY FINAL GIFT

15. USE YOUR SKILLS TO UNFAIR ADVANTAGE IN THE
CONTEXT OF YOUR OWN LIFE
› Sentiments are overrated….in the final
analysis, your life will be shaped by your
own choices, more than anything else.
› Live Creatively…if you limit your frame of
reference, you limit your mindset, and
therefore limit the possibilities in your life.
(Ref: The Story of Phineas)

16. USE YOUR SKILLS TO UNFAIR ADVANTAGE IN THE
CONTEXT OF YOUR OWN LIFE
› Do a Strategic Plan of your own life!!!
› USEFUL TOOLS:
› PESTLE
› SWOT
› The 1-Year Strategic Plan Template
› FOLLOW THE PLAN….AND ENJOY THE
JOURNEY…

17. CAN I SAY THANK YOU?
THANKS FOR LISTENING