A Plea for brand and comms planners to work better together
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In advertising, planners of all types need to figure out how they can work together best - here are some ideas for how they can do it.
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A Plea for brand and comms planners to work better together
- 1. Putting Account Planning Back Together (Or, how brand planners and comms planners can work better together)
- 2. WHAT IS A PLANNER? “SOMEONE RESPONSIBLE FOR THE RELEVANCE OF THE ADVERTISING TO THE CONSUMER” Jane Newman’s job description when she joined BMP in the late 60s
- 3. SPECIALIZATIONGROWTH FRAGMENTATION AS ADVERTISING HAS GROWN UP, THE PLANNING DISCIPLINE HAS FRAGMENTED
- 4. FRAGMENTATION INTEGRATION AS PLANNERS, WE MUST FIGHT FRAGMENTATION OF THE DISCIPLINE, BECAUSE IT CAN LEAD TO FRAGMENTATION OF THE CREATIVE, AND THE BRAND SPECIALIZATIONGROWTH
- 5. ART COPY MAYBE, WE CAN THINK ABOUT PUTTING PLANNING DEPARTMENTS TOGETHER IN THE SAME WAY THAT CREATIVE DEPARTMENTS ARE ORGANIZED BRAND PLANNER COMMS PLANNER CREATIVE PARTNERS PLANNING PARTNERS
- 6. AT THE END OF THE DAY, NO MATTER WHAT KIND OF PLANNER YOU ARE, WE ARE ALL WORKING TOWARD THE SAME END-GOAL
- 8. COMMS PLANNERS ARE ABOUT ASSETS THAT BRING IDEAS TO LIFE Bring strategic rigour to the implementation of a creative idea Champion integration of Process and output Ecosystem architecture & Channel expertise BRAND PLANNERS ARE ABOUT UNCOVERING IDEAS Determine and maintain the Brand’s true north Identify when the brand’s direction Needs to shift based on context Deliver creative direction to solve The business problem IT’S JUST THAT BRAND PLANNERS AND COMMS PLANNERS COME AT IT FROM DIFFERENT ANGLES
- 9. TOGETHER, WE DO A LOT OF THINGS QUAL RESEARCH QUANT RESEARCH INSIGHTS BRIEFS COMMS FRAMEWORK BLUEPRINTS ECOSYSTEMS MEASUREMENT CREATIVE PARTNERSHIP CLIENT EDUCATION
- 10. BUT WITH SPECIALIZATION, WE HAVE MORE ROOM FOR RIGOR BRAND PLANNER LED & OWNED Brand positioning/ platform/ personality Persona insight Big idea brief Big idea creative inspiration/ feedback EITHER CAN OWN & LEAD, OR, CAN BE A JOINT EFFORT Insights Research Consumer journey Executional briefs Measurement Client Education Set up decks COMMS PLANNER LED & OWNED Channel insights Comms framework Blueprint Ecosystem Executional channel inspiration/ feedback Media team liaison
- 11. WHERE BRAND & COMMS PLANNERS COME INTO THE CREATIVE DEVELOPMENT PROCESS PHASE 1 BIG IDEA CONCEPTING PHASEA 2 ECOSYSTEM DEVELOPMENT ONGOING OPTIMIZATION ASSETSGOLIVE Big Idea Brief Round 1 Creative Big Idea Development Client Input Brief Additional research, insights, brand positioning Big Idea Brief and Comms Framework signed off by clients and used for creative kick off Media Strategy Comms Framework ANALYTICSCLIENT COMMS PLANNER BRAND PLANNER CREATIVES MEDIA
- 12. WHERE BRAND & COMMS PLANNERS COME INTO THE CREATIVE DEVELOPMENT PROCESS PHASE 1 BIG IDEA CONCEPTING PHASEA 2 ECOSYSTEM DEVELOPMENT ONGOING OPTIMIZATION ASSETSGOLIVE Big Idea Brief Round 1 Creative Big Idea Development Client Input Brief Additional research, insights, brand positioning Big Idea Brief and Comms Framework signed off by clients and used for creative kick off Media Strategy Comms Framework ANALYTICSCLIENT COMMS PLANNER BRAND PLANNER CREATIVES MEDIA Clients align on Big Idea Concept to move forward with Client signs off on Blueprint, Learning Agenda & Measurement Plan, Media Plan Blueprint Media Plan Learning Agenda & Measurement Plan Round 2 Creative Tactical Development Ecosystem Executional Briefs
- 13. WHERE BRAND & COMMS PLANNERS COME INTO THE CREATIVE DEVELOPMENT PROCESS PHASE 1 BIG IDEA CONCEPTING PHASEA 2 ECOSYSTEM DEVELOPMENT ONGOING OPTIMIZATION ASSETSGOLIVE Big Idea Brief Round 1 Creative Big Idea Development Client Input Brief Additional research, insights, brand positioning Big Idea Brief and Comms Framework signed off by clients and used for creative kick off Media Strategy Comms Framework ANALYTICSCLIENT COMMS PLANNER BRAND PLANNER CREATIVES MEDIA Clients align on Big Idea Concept to move forward with Client signs off on Blueprint, Learning Agenda & Measurement Plan, Media Plan Blueprint Media Plan Learning Agenda & Measurement Plan Round 2 Creative Tactical Development Ecosystem Performance Tracking Creative Optimization Recommendations Executional Briefs
- 14. PRINCIPLES OF PARTNERSHIP “ONE PLANNING TEAM” MINDSET SAME BRAND TEAM MINDSET CONSTANT COLLABORATION WEEKLY STATUS, DAILY INFORMAL CHECK INS RESPECT FOR ALTERNATE VIEWS AND EXPERIENCES PERSONAL CAMARADERIE FLEXIBILITY - HELPING EACH OTHER
- 15. THE FUTURE NOW BETTER PARTNERSHIP ON EACH ACCOUNT BETTER PARTNERSHIP AT A DEPARTMENTAL LEVEL NEXT WORKING TOGETHER TO IMPACT CREATIVE DEPARTMENT AND AGENCY CULTURE ALL IN THE SERVICE OF THE WORK “The relevance of advertising to the consumer”
- 16. THANK YOU :)