Planning for beginners

1. Strategic Smarts

2. What do planners do?
STRATEGY
CREATIVE
BRIEF
CREATIVE
DEVELOPMENT
PRODUCTION LIVE
CLIENT BRIEF
Creative Rationalisation, Sell In and
Helping Develop Work
CREATIVE PRESENTATION
WRITING
Exploratory Insight
Hunting and Client
Consultancy
STRATEGY WRITING
More Insight
Hunting
CREATIVE BRIEF
WRITING
Measurement
and Evaluation
REPORT
WRITING
CLIENT BRIEF
EXPLORATORY
PRIMARY
RESEARCH
WHAT YOU
SEE
SECONDARY/DESK
RESEARCH
CLIENT INSIGHT & EXPERIENCE
CREATIVE DEVELOPMENT
RESEARCH
TRACKING
RESEARCH
PCA/ANALYT
ICS
ECONOMETRICS
WHAT I’M
DOING
INPUTS

3. Why do we need strategy?
Galvanise everyone around a single vision and direction
Provide direction and parameters for creative work to
ensure it meets client’s objectives
Inspire, enthuse and make what we do easy to pass on
Strategy provides frame work and
measurement – it applies some
science to something which might
otherwise be a matter of guesswork
Source: Head (1998) Define the strategy

4. Where strategy fits into the
process
In advertising, strategy is the way you
plan to sell the product, not the words
and pictures that you use to sell it.
Strategy consists of saying what you
need to say, even before you’ve found
the right way to say it. Strategic
planning is the stage between fact
gathering and the big idea.
Source: Jewler and Dewniany (1998) Creative Strategy in Advertising

5. All the stuff we do before we can even write a strategy
1.Definition of the brand’s business problem
2.Interrogation of the brand’s marketing mix
3.Analysis of the brand’s total marketing situation
4.Analysis of consumer’s relationship with the brand
5.Derivation of a realistically defined role for
advertising
6.The advertising objectives & strategy
PROCESS
BREADTH OF ANALYSIS
Source: Cooper (1997) How to plan advertising

6. What goes into a strategy – the basics
Where
are we
now?
Why are
we here?
Where
do we
want to
be?
Are we
getting
there?
How do
we get
there?
JWT
PLANNING
CYCLE
THE MAIN
BONES OF
ONE

7. In other words…
1. Definition of the base point
2. Definition of the end point
3. Description of the process for making the transition
4. Criteria against which progress can be measured
5. A platform from which detailed plans can be produced e.g.
creative briefs, PR plans, social media and content plans
Source: Head (1998) Define the strategy

8. The basic ingredients
TARGET AUDIENCE
Identify the best audience to fulfil your objectives
DESIRED RESPONSE
What they are doing/thinking/feeling now and what do we want them to do/think/feel differently
POSITIONING
The unique thing about your brand, that when experienced/heard /seen, will achieve the desired response
COMMUNICATIONS STRATEGY
The best way to convey the unique thing about your brand to the target audience
MEDIA STRATEGY
Where you reach the target audience with your communications
WHO
WHAT
WHY
HOW
WHERE
Source: : Head (1998) Define the strategy, Percy and Elliott (2005)Strategic Advertising Management

9. One approach to brand positioning
BRAND BELIEF
A strong opinion the brand has about the consumer, category or competition
BRAND
PURPOSE
The unique role our
brand plays in people’s
lives
BRAND TRUTH
The credible truth upon which the brand is built
BRAND BEHAVIOUR
How the brand acts and communicates

10. Where research fits
EXPLORATORY BRAND RESEARCH
Stakeholder Interviews, Shadowing
STRATEGY
CREATIVE
BRIEF
CREATIVE
DEVELOPMENT
PRODUCTION LIVE
PROPOSITION
/POSITIONING
RESEARCH
EXPLORATORY CONSUMER
RESEARCH
U&A, Segmentation, Ethnography, Market
Mapping
QUALITATIVE CREATIVE
DEVELOPMENT
QUANTITATIVE CREATIVE
PRE-TESTING
BRAND/AD TRACKING
Quantitative and Qualitative

11. A typical research process
RESEARCH
BRIEF
RESEARCH
PROPOSAL
FIELDWORK DEBRIEF
QUESTIONNAI
RE/DISCUSSI
ON GUIDE
RECRUITMEN
T/SAMPLING
STIMULUS
1 WEEK
KARMA + CLIENT
2 WEEKS
RESEARCH
AGENCY
2 WEEKS
RESEARCH
AGENCY
2 WEEKS
RESEARCH
AGENCY/RECRUIT
ER
2-6 WEEKS
RESEARCH
AGENCY
1-4 WEEKS
RESEARCH
AGENCY