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what is

PLANNING

Image Source: http://photos.jdhancock.com/

WUNDERMAN:
AMANDA TATHAM
LUIS DELGADO
AGENDA:
1.

What makes advertising effective

2.

History of planning

3.

The triangle of advertising effectiveness

4.

...
Always set an agenda.
Even if you don’t end up
following it.
Image Source: http://photos.jdhancock.com/
WHAT MAKES
ADVERTISING

EFFECTIVE?
“THE VERY BEST ADVERTISING REPRESENTS A
SUCCESSFUL COLLABORATION BETWEEN THE
AGENCY, THE CLIENT AND THE CONSUMER’S
PERSPEC...
I want
something that
makes my life
better

WITHIN EACH
RELATIONSHIP, EACH
GROUP HAS A
DIFFERENT
OBJECTIVE

CONSUMER
I want
something that
makes my life
better

WITHIN EACH
RELATIONSHIP, EACH
GROUP HAS A
DIFFERENT
OBJECTIVE

CONSUMER

I wa...
I want
something that
makes my life
better

WITHIN EACH
RELATIONSHIP, EACH
GROUP HAS A
DIFFERENT
OBJECTIVE

I facilitate
t...
I want
something that
makes my life
better

WITHIN EACH
RELATIONSHIP, EACH
GROUP HAS A
DIFFERENT
OBJECTIVE
I want to win
a...
HOW DOES THIS
ACTUALLY COME
TOGETHER?

Image Source: http://photos.jdhancock.com/
LET’S GO BACK
IN TIME…
1965
LONDON
Source :http://farm2.static.flickr.com/1292/1054390872_531f582b0e.jpg
1965

“ADVERTISING IS NOT
ALWAYS RELEVANT TO
THE CONSUMER”

Stanley Pollit
Boase Massimi Pollitt Agency
Source: A Master C...
1968

PLANNING WAS BORN IN THE
UK
•

Source: A Master Class in Brand planning: The Timeless Works of Stephen King - 2007

...
1965

MEANWHILE IN
AUSTRALIA…
•

Source: http://en.wikipedia.org/wiki/Account_planning

In Australia the inventor of
the r...
1982

AND THEN TO THE U.S.
• The first agency in the United States to
implement Account Planning was
ChiatDay
(now TBWAChi...
Do your research and prepare.
The details count.
Image Source: http://photos.jdhancock.com/
LET’S RECAP
TRIANGLE OF
ADVERTISING
EFFECTIVENESS

I want
something that
makes my life
better

I facilitate
the
communication
between ...
TRIANGLE OF
ADVERTISING
EFFECTIVENESS

CONSUMER

I REPRESENT
THE CLIENT’S
VOICE

ACCOUNT
MANAGEMENT
GOES HERE:

AGENCY

Im...
TRIANGLE OF
ADVERTISING
EFFECTIVENESS
I REPRESENT THE
AGENCY’S
CREATIVE INPUT

CONSUMER

THE CREATIVE
TEAM GOES
HERE:

AGE...
TRIANGLE OF
ADVERTISING
EFFECTIVENESS

CONSUMER

I REPRESENT THE
CONSUMER’S
VOICE, INTERESTS
AND ENSURE
COMMUNICATION IS
R...
TRIANGLE OF
ADVERTISING
EFFECTIVENESS

CONSUMER

PLANNER

AGENCY

Image Source: http://photos.jdhancock.com/

CREATIVE

CL...
BUT WHAT DOES
A PLANNER DO AND
HOW?

Image Source: http://photos.jdhancock.com/
THERE ARE
DIFFENT TYPE
OF PLANNERS

Image Source: http://photos.jdhancock.com/
THERE ARE
DIFFENT TYPE
OF PLANNERS
o Account planner
o Brand planner
o Communications planner
o Media planner
o Strategist...
THERE ARE
DIFFENT TYPE
OF PLANNERS
o Account planner
o Brand planner
o Communications planner
o Media planner
o Strategist...
HOW DID WE GET
TO BE PLANNERS?

67% of planners
started on
different
career paths
Image Source: http://photos.jdhancock.co...
Everyone loves a statistic.

Image Source: http://photos.jdhancock.com/
Saving money
makes me
feel good
about myself

I want
something
that my
family loves

I like cat
videos

UNDERSTAND YOUR
CO...
I can prove my idea
will bring $$$ to your
business

USE INTELLIGENCE AND DATA TO

SELL YOUR

BACK UP AND
IDEAS AND CONCEP...
STAY RELEVANT TO
CONSUMERS BY FOCUSING ON
WHAT THEY WANT/NEED

Image Source: http://photos.jdhancock.com/
PLANNERS NEED TO
DEFINE THE TARGET
AUDIENCE

Image Source: http://photos.jdhancock.com/
Brand objective:

What does the
brand/ product
need to achieve?

Demographic:

What are the key stats?
Age, gender, geogra...
THE NEXT STEP
IS DEVELOPING
A CONSUMER
INSIGHT

Image Source: http://photos.jdhancock.com/

Storm-troopers
need to feel a
...
The consumer is not Mr. Spock.
Human brains are emotionally
wired. Never lose your own
(emotional) consumer instincts!

Im...
AN INSIGHT IS…
A RELEVATION ABOUT A
HUMAN
EMOTIONS/BEHAVIOUR
WHICH CAN BE
LEVERAGED TO BUILD A
BRAND

Image Source: http:/...
Good insights don’t appear
from thin air.
You need to consume a lot
of information, let your
subconscious mull it
over, an...
IDENTIFYING CONSUMER
INSIGHTS TAKES…
•
•
•
•
•
•
•
•

Time
Effort
Patience
Imagination
Creativity
Intelligence
Empathy
Pas...
SPOT THE INSIGHT
The average first time mum in the UK is aged 29
Mums only get two hours a week to themselves
Mums feel th...
SPOT THE INSIGHT
The average first time mum in the UK is aged 29 Why?
Mums only get two hours a week to themselves Why?
Mu...
GOOD INSIGHTS
SPARK GOOD
CAMPAIGNS






Image Source: http://photos.jdhancock.com/

Marmite
 Starts from the inten...
STRATEGIC
PLANNING
PROCESS

CORE INSIGHT

•
•

Unique and unchangeable
Deep intuitive
understanding of a person
or thing

...
INSIGHT

WHAT ABOUT
THE
CREATIVE
BRIEF?

PLANNERS

IDEA

EXECUTION
CREATIVE
Image Source: http://photos.jdhancock.com/
A CREATIVE BRIEF INCLUDES…
•

Business challenge: business situation, market situation, competitive situation.

•

Target ...
A CREATIVE BRIEF
LOOKS
SOMETHING LIKE
THIS…

Image source: Wunderman UK Creative Brief
GREAT
ADVERTISING

RELEVANCY
(CONSUMER FOCUS)

PLANNING
Image Source: http://photos.jdhancock.com/

CREATIVELY
INSPIRING
(...
LET’S LOOK AT AN
EXAMPLE…
CREATIVE
• VISUALLY STRIKING
• REPRESENTS THE BRAND AND THE
SPONSORSHIP IMPLICITLY
• SHOWS FOR THE POWER OF PEOPLE
• COPY ...
PLANNING
• LINKED TO THE KEY INSIGHT AND
WHAT THE BRAND STANDS FOR –
“IMPOSSIBLE IS NOTHING”, “THE
POWER OF THE PEOPLE” SU...
LET’S TALK ABOUT
PROCESS
PITCHING
WIN
CLIENT
BRIEF
RESEARCH & INSIGHT MINING
CREATIV
E
BRIEFING

CREATIVE
IDEA

CREATIVE
PROPOSAL
PRODUCTION
(MEDIA...
PITCHING
WIN
CLIENT
BRIEF

CRITICAL!
RESEARCH & INSIGHT MINING
CREATIV
E
BRIEFING

CREATIVE
IDEA

CREATIVE
PROPOSAL
PRODUC...
SUMMARY:
1.

The role of planner in an agency is to represent the consumer’s voice and
interests

2.

Planners use researc...
Recognise the difference
between a presentation
and a document (i.e. add
value to each slide you
present).
Image Source: h...
LINKS TO CHECK OUT:
1.

What is Account Planning – Account Planning Group, London

2.

Brief guide to briefs Nick Emmel

3...
QUESTIONS?
Lesson 7:
Never stop asking
questions

Never stop asking
questions.
Image Source: http://photos.jdhancock.com/
The role of Planners and Strategists in advertising agencies.
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The role of Planners and Strategists in advertising agencies.

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The role of planners and strategists in the advertising industry. By Luis Delgado & Amanda Tatham - Wunderman.

Veröffentlicht in: Business, Technologie
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The role of Planners and Strategists in advertising agencies.

  1. 1. what is PLANNING Image Source: http://photos.jdhancock.com/ WUNDERMAN: AMANDA TATHAM LUIS DELGADO
  2. 2. AGENDA: 1. What makes advertising effective 2. History of planning 3. The triangle of advertising effectiveness 4. What does a planner do and how 5. What is an insight 6. Defining a target audience 7. Art vs. relevancy 8. Lessons throughout Image Source: http://photos.jdhancock.com/
  3. 3. Always set an agenda. Even if you don’t end up following it. Image Source: http://photos.jdhancock.com/
  4. 4. WHAT MAKES ADVERTISING EFFECTIVE?
  5. 5. “THE VERY BEST ADVERTISING REPRESENTS A SUCCESSFUL COLLABORATION BETWEEN THE AGENCY, THE CLIENT AND THE CONSUMER’S PERSPECTIVE” JON STEEL – PLANNING DIRECTOR AT WPP Source: A Master Class in Brand planning: The Timeless Works of Stephen King - 2007
  6. 6. I want something that makes my life better WITHIN EACH RELATIONSHIP, EACH GROUP HAS A DIFFERENT OBJECTIVE CONSUMER
  7. 7. I want something that makes my life better WITHIN EACH RELATIONSHIP, EACH GROUP HAS A DIFFERENT OBJECTIVE CONSUMER I want to hit targets and business objectives CLIENT
  8. 8. I want something that makes my life better WITHIN EACH RELATIONSHIP, EACH GROUP HAS A DIFFERENT OBJECTIVE I facilitate the communication between the client and the consumer AGENCY CONSUMER I want to hit targets and business objectives CLIENT
  9. 9. I want something that makes my life better WITHIN EACH RELATIONSHIP, EACH GROUP HAS A DIFFERENT OBJECTIVE I want to win awards and produce cutting-edge work I facilitate the communication between the client and the consumer AGENCY CONSUMER I want to hit targets and business objectives CLIENT
  10. 10. HOW DOES THIS ACTUALLY COME TOGETHER? Image Source: http://photos.jdhancock.com/
  11. 11. LET’S GO BACK IN TIME…
  12. 12. 1965 LONDON Source :http://farm2.static.flickr.com/1292/1054390872_531f582b0e.jpg
  13. 13. 1965 “ADVERTISING IS NOT ALWAYS RELEVANT TO THE CONSUMER” Stanley Pollit Boase Massimi Pollitt Agency Source: A Master Class in Brand planning: The Timeless Works of Stephen King - 2007
  14. 14. 1968 PLANNING WAS BORN IN THE UK • Source: A Master Class in Brand planning: The Timeless Works of Stephen King - 2007 Stephen King of JWT and Stanley Pollit of BMP are the forefathers of account planning.
  15. 15. 1965 MEANWHILE IN AUSTRALIA… • Source: http://en.wikipedia.org/wiki/Account_planning In Australia the inventor of the role was David Brent, a senior researcher at Unilever
  16. 16. 1982 AND THEN TO THE U.S. • The first agency in the United States to implement Account Planning was ChiatDay (now TBWAChiatDay) • Jay Chiat, the co-founder of ChiatDay and founder of account planning in the U.S., believed that account planning was critical to advertising and was making British ads better than US ads Source: http://en.wikipedia.org/wiki/Account_planning
  17. 17. Do your research and prepare. The details count. Image Source: http://photos.jdhancock.com/
  18. 18. LET’S RECAP
  19. 19. TRIANGLE OF ADVERTISING EFFECTIVENESS I want something that makes my life better I facilitate the communication between the client and the consumer I want to win awards and produce cutting-edge work AGENCY CONSUMER I want to hit targets and business objectives CLIENT
  20. 20. TRIANGLE OF ADVERTISING EFFECTIVENESS CONSUMER I REPRESENT THE CLIENT’S VOICE ACCOUNT MANAGEMENT GOES HERE: AGENCY Image Source: http://photos.jdhancock.com/ CLIENT ACCOUNT MANAGEMENT
  21. 21. TRIANGLE OF ADVERTISING EFFECTIVENESS I REPRESENT THE AGENCY’S CREATIVE INPUT CONSUMER THE CREATIVE TEAM GOES HERE: AGENCY Image Source: http://photos.jdhancock.com/ CREATIVE CLIENT ACCOUNT MANAGEMENT
  22. 22. TRIANGLE OF ADVERTISING EFFECTIVENESS CONSUMER I REPRESENT THE CONSUMER’S VOICE, INTERESTS AND ENSURE COMMUNICATION IS RELEVANT THE PLANNER GOES HERE: PLANNER AGENCY Image Source: http://photos.jdhancock.com/ CREATIVE CLIENT ACCOUNT MANAGEMENT
  23. 23. TRIANGLE OF ADVERTISING EFFECTIVENESS CONSUMER PLANNER AGENCY Image Source: http://photos.jdhancock.com/ CREATIVE CLIENT ACCOUNT MANAGEMENT
  24. 24. BUT WHAT DOES A PLANNER DO AND HOW? Image Source: http://photos.jdhancock.com/
  25. 25. THERE ARE DIFFENT TYPE OF PLANNERS Image Source: http://photos.jdhancock.com/
  26. 26. THERE ARE DIFFENT TYPE OF PLANNERS o Account planner o Brand planner o Communications planner o Media planner o Strategist Image Source: http://photos.jdhancock.com/
  27. 27. THERE ARE DIFFENT TYPE OF PLANNERS o Account planner o Brand planner o Communications planner o Media planner o Strategist Image Source: http://photos.jdhancock.com/ o o o o o Discover and define the task Prepare the brief Support concept development Present to the client Track the performance
  28. 28. HOW DID WE GET TO BE PLANNERS? 67% of planners started on different career paths Image Source: http://photos.jdhancock.com/ Data source: 2011 Planner Survey
  29. 29. Everyone loves a statistic. Image Source: http://photos.jdhancock.com/
  30. 30. Saving money makes me feel good about myself I want something that my family loves I like cat videos UNDERSTAND YOUR CONSUMERS THROUGH RESEARCH Image Source: http://photos.jdhancock.com/
  31. 31. I can prove my idea will bring $$$ to your business USE INTELLIGENCE AND DATA TO SELL YOUR BACK UP AND IDEAS AND CONCEPTS Image Source: http://photos.jdhancock.com/
  32. 32. STAY RELEVANT TO CONSUMERS BY FOCUSING ON WHAT THEY WANT/NEED Image Source: http://photos.jdhancock.com/
  33. 33. PLANNERS NEED TO DEFINE THE TARGET AUDIENCE Image Source: http://photos.jdhancock.com/
  34. 34. Brand objective: What does the brand/ product need to achieve? Demographic: What are the key stats? Age, gender, geography, inco me… Psychographics: Past-times and media habits: What do they believe? What will motivate them? This is a psychological profile. What channels will be most effective in reaching them?
  35. 35. THE NEXT STEP IS DEVELOPING A CONSUMER INSIGHT Image Source: http://photos.jdhancock.com/ Storm-troopers need to feel a part of a community
  36. 36. The consumer is not Mr. Spock. Human brains are emotionally wired. Never lose your own (emotional) consumer instincts! Image Source: http://photos.jdhancock.com/
  37. 37. AN INSIGHT IS… A RELEVATION ABOUT A HUMAN EMOTIONS/BEHAVIOUR WHICH CAN BE LEVERAGED TO BUILD A BRAND Image Source: http://photos.jdhancock.com/
  38. 38. Good insights don’t appear from thin air. You need to consume a lot of information, let your subconscious mull it over, and give yourself time. Image Source: http://photos.jdhancock.com/
  39. 39. IDENTIFYING CONSUMER INSIGHTS TAKES… • • • • • • • • Time Effort Patience Imagination Creativity Intelligence Empathy Passion Image Source: http://photos.jdhancock.com/
  40. 40. SPOT THE INSIGHT The average first time mum in the UK is aged 29 Mums only get two hours a week to themselves Mums feel the world is a dangerous place, and want to teach their kids to stay safe Mums eat more chocolate than dads Women give more to charity when they become mums Source: J. Walter Thompson - Vodafone
  41. 41. SPOT THE INSIGHT The average first time mum in the UK is aged 29 Why? Mums only get two hours a week to themselves Why? Mums feel the world is a dangerous place, and want to teach their kids to stay safe Psychological, Explanatory, Empathetic Mums eat more chocolate than dads Why? Women give more to charity when they become mums Why? Source: J. Walter Thompson - Vodafone
  42. 42. GOOD INSIGHTS SPARK GOOD CAMPAIGNS       Image Source: http://photos.jdhancock.com/ Marmite  Starts from the intensity of people’s likes and dislikes VW Polo  Starts from the car being an extension of the person Guardian  Starts from the desire for fairness Cadbury Cream Egg  Starts from a behavioural insight Special Olympics  Starts from feelings of embarrassment around disability Skoda  Starts from the gulf between how people feel and how they act
  43. 43. STRATEGIC PLANNING PROCESS CORE INSIGHT • • Unique and unchangeable Deep intuitive understanding of a person or thing RESPONSE & EXECUTION STRATEGIC APPROACH • Links back to the core insight • More than one approach can be developed from the core insight • Sometimes takes the form of a creative brief • A plan of action to achieve the client’s business goals, possibly including a creative campaign, based on the core insight and strategic approach,
  44. 44. INSIGHT WHAT ABOUT THE CREATIVE BRIEF? PLANNERS IDEA EXECUTION CREATIVE Image Source: http://photos.jdhancock.com/
  45. 45. A CREATIVE BRIEF INCLUDES… • Business challenge: business situation, market situation, competitive situation. • Target audience: demographics (age, gender), psychographic (personality), channels/lifestyle habits. • Key insight: what is the key human connection. • What supports your key insight: what are the findings from your research that support your key insight. • Thought starters: anything else that might help the creative team, links to additional documents, brand guidelines. • Mandatories: rules the creative have to live by.
  46. 46. A CREATIVE BRIEF LOOKS SOMETHING LIKE THIS… Image source: Wunderman UK Creative Brief
  47. 47. GREAT ADVERTISING RELEVANCY (CONSUMER FOCUS) PLANNING Image Source: http://photos.jdhancock.com/ CREATIVELY INSPIRING (ART) CREATIVE
  48. 48. LET’S LOOK AT AN EXAMPLE…
  49. 49. CREATIVE • VISUALLY STRIKING • REPRESENTS THE BRAND AND THE SPONSORSHIP IMPLICITLY • SHOWS FOR THE POWER OF PEOPLE • COPY IS INPIRING AND MEMMORABLE
  50. 50. PLANNING • LINKED TO THE KEY INSIGHT AND WHAT THE BRAND STANDS FOR – “IMPOSSIBLE IS NOTHING”, “THE POWER OF THE PEOPLE” SUPPORTS THE SPONSORSHIP OF THE OLYMPICS • LET CONSUMERS FEEL “I AM PART OF SOMETHING BIGGER”
  51. 51. LET’S TALK ABOUT PROCESS
  52. 52. PITCHING WIN CLIENT BRIEF RESEARCH & INSIGHT MINING CREATIV E BRIEFING CREATIVE IDEA CREATIVE PROPOSAL PRODUCTION (MEDIA AGENCY) CAMPAIGN LIVE RESULTS CAMPAIGN REVIEW PLANNING AND STRATEGY
  53. 53. PITCHING WIN CLIENT BRIEF CRITICAL! RESEARCH & INSIGHT MINING CREATIV E BRIEFING CREATIVE IDEA CREATIVE PROPOSAL PRODUCTION (MEDIA AGENCY) CAMPAIGN LIVE RESULTS CAMPAIGN REVIEW PLANNING AND STRATEGY
  54. 54. SUMMARY: 1. The role of planner in an agency is to represent the consumer’s voice and interests 2. Planners use research to develop consumer insights and inform their strategic thinking 3. Planners guide the creative team through writing the creative brief and ensuring the output reflects the insight and objective (staying on-brief) 4. Planners stay engaged throughout the advertising cycle and follow up by reviewing the effectiveness of the advertising and developing learnings for future campaigns
  55. 55. Recognise the difference between a presentation and a document (i.e. add value to each slide you present). Image Source: http://photos.jdhancock.com/
  56. 56. LINKS TO CHECK OUT: 1. What is Account Planning – Account Planning Group, London 2. Brief guide to briefs Nick Emmel 3. Planning blogs you can follow and Books for Planners Plannersphere 4. Briefing for Participation Pats McDonald 5. Creativity John Cleese 6. Pink Pony john st. 7. Where good ideas come from Steve Johnson 8. 7 Tips to Beautiful Powerpoint – Eugene Cheng Image Source: http://photos.jdhancock.com/
  57. 57. QUESTIONS? Lesson 7: Never stop asking questions Never stop asking questions. Image Source: http://photos.jdhancock.com/

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