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Account Planning Around The World

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Account Planning Around The World

  1. 1. Account Planning around the World APG London 2 September 2008 Guy Murphy, JWT
  2. 4. Changing profile of world business Source: World Bank
  3. 5. The Planning Challenge Category Development Index Brand Development Index Low Low High High John Quelch Harvard Business School
  4. 6. Cannes Winners Source: Cannes Lions International Advertising Festival Film, press, outdoor, direct categories -23 46 60 UK Lions +44 330 229 Total Lions % ch 2006 1993
  5. 7. Cannes Press Gold Lions 1993 2006 Brazil France U.K. U.K. USA Italy France Brazil Spain Singapore Sweden Norway Netherlands Germany Japan
  6. 9. Line up Business Brands Creativity Account Planning You
  7. 10. Where to?
  8. 11. The variables Creative Media Research Budget Clients Scale Lifestyle Support
  9. 12. Mapping the Planning world Economic development Planning Development
  10. 13. Mapping the Planning world Economic development Planning Development Japan Australia Canada France US UK China Russia Argentina Saudi (Africa) India
  11. 14. The strategic development of Planning Economic development Planning Development Japan Australia Canada France US UK China Russia Argentina (Africa) Saudi India Build demand (prove) Maintain leadership (innovate) Secure trial (pioneer) Build share (push)
  12. 15. The required character of Planning Economic development Planning Development The fighter The change agent The pioneer The ‘creative’

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