4. 1. HISTORY
The job was born in the end of the 60’s in
london based agencies, BMP (Boase Massimi
Pollitt). This agency was the first one to come
up with an original methodology for advertising
creation called account planning.
The function has now spread from the UK to
other countries and from ad agencies to
management consultancies, direct marketing,
PR, design and client research departments.....
And digital agencies.
Over the past 5 years, digital agencies have
developed planning competences as well.
5. 2. FATHERHOOD
Stephen King of JWT and Stanley Pollitt of BMP are the fathers of
planning.
In separate agencies, but at pretty much the same time, they started a revolution in the
advertising world.
In 1964, Stephen King, dissatisfied with the workings of both the media and marketing
departments within his agency, developed a new system of working (the T-Plan or Target
Plan) which concentrated on combining consumer research and insights to create more
effective, creative advertising.
Stanley Pollitt in 1968, was concerned that the creative brief was written by the account
manager. He felt that something was missing.
He wrote his first creative brief, in which the voice of the consumer was of the most
important component.
6. 3. DEFINITION
Planning has its roots in advertising world.
It is a multidimensional discipline that deals with client’s
business goals and audience needs/insight in order to achieve
marketing objectives.
A planner elaborates communication strategy for a brand and
gives directions for the creative executions.
9. STRATEGIC
PLANNING
It’s the process of building a
strategy. The strategy is the master
plan to achieve a set of objectives.
A strategy is a route map to reach a
destination.
It should include the following
elements:
Target audience, Objectives, Plan to
achieve the objectives, Expected
results
10. CREATIVE
PLANNING
It is the preparation for the ideation
phase.
Creative planning main purpose is
prepare to the ground for the creative
quest.
The most important outcome is the
formulation of a creative brief which
includes a powerful audience insight.
Based on the creative brief, the
creative team works together and starts
generating ideas that soon will become
a concept.
11. 5. PLANNER Strategic work
Determine business and communicational
JOB
objectives, understand target audience, make
decision on the best form of digital interactions in
order to reach the objectives (Strategy, Debrief,
DESCRIPTION
Final proposal)
Support account director with timetable and
budget related issues.
Marketing research Data Creative work:
analyst Focus group for pitches and existing clients: Lead creative
facilitator Information process: brainstorming, idea creation process
together with creative team (responsible of
center Bad cop for client Creative brief and final proposal and client)
Good cop for end-users
Futurologist Strategic
Trend watching
thinker Insight miner High Technology, creative, industry “scanning”: To
level storyboarder Original know what’s going in the industry.
Thinker .
12. 6.CREATIVE BRIEF
It’s a document written by the planner to develop creative
deliverables.
It consists of a series of simple questions which become de
reference for the development of the creative deliverables. It’s a
series of questions & answers which are crucial to find creative
ideas.
A good creative brief is inspiring.
A good creative brief is focused & insightful.
13. A good creative brief is based on audience’s insight.
A insight is a feeling of deep intuitive understanding of a
person. The quest of the ideas is based on that insight.
7.INSIGHT
14. Resources & references
The Anatomy of Account Planning (by Henrik Habberstad)
http://www.planningaboveandbeyond.com/planningcra!/scrapbook/sistinechapel/
http://www.adcracker.com/brief/Creative_Brief_Blog.htm
http://plannersphere.pbworks.com/w/page/17146375/FrontPage
