What is Planning?
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Transcript of What is Planning?
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WUNDERMAN:AMANDA TATHAMLUIS DELGADO
PLANNING
Image Source: http://photos.jdhancock.com/
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/
LESSON 1:
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
PERSPECTIVE”
JON STEEL – PLANNING DIRECTOR AT WPP
Source: A Master Class in Brand planning: The Timeless Works of Stephen King - 2007
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
CLIENT
I want something that makes my life better
I want to hit targets and business objectives
WITHIN EACH RELATIONSHIP, EACH GROUP HAS A DIFFERENT OBJECTIVE
CONSUMER
AGENCY CLIENT
I want something that makes my life better
I want to hit targets and business objectives
I facilitate the communication between the client and the consumer
WITHIN EACH RELATIONSHIP, EACH GROUP HAS A DIFFERENT OBJECTIVE
CONSUMER
AGENCY CLIENT
I want something that makes my life better
I want to hit targets and business objectives
I facilitate the communication between the client and the consumer
I want to win awards and produce cutting-edge work
HOW DOES THIS ACTUALLY COME
TOGETHER?
Image Source: http://photos.jdhancock.com/
LET’S GO BACK IN TIME…
1965LONDON
Source :http://farm2.static.flickr.com/1292/1054390872_531f582b0e.jpg
Stanley PollitBoase Massimi Pollitt Agency
“ADVERTISING IS NOT ALWAYS RELEVANT
TO THE CONSUMER”
1965
Source: A Master Class in Brand planning: The Timeless Works of Stephen King - 2007
1968
• Stephen King of JWT and Stanley Pollit of BMP are the forefathers of account planning.
PLANNING WAS BORN IN THE UK
Source: A Master Class in Brand planning: The Timeless Works of Stephen King - 2007
1965MEANWHILE IN AUSTRALIA…
• In Australia the inventor of the role was David Brent, a senior researcher at Unilever
Source: http://en.wikipedia.org/wiki/Account_planning
1982
AND THEN TO THE U.S.• The first agency in the United
States to implement Account Planning was Chiat\Day
(now TBWA\Chiat\Day)
• Jay Chiat, the co-founder of Chiat\Day 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
LESSON 2:
Do your research and prepare.The details count.
Image Source: http://photos.jdhancock.com/
LET’S RECAP
CONSUMER
AGENCY CLIENT
I want something that makes my life better
I want to hit targets and business objectives
I facilitate the communication between the client and the consumer
I want to win awards and produce cutting-edge work
TRIANGLE OF ADVERTISING EFFECTIVENESS
TRIANGLE OF ADVERTISING EFFECTIVENESS
ACCOUNT MANAGEMENT GOES HERE:
I REPRESENT THE CLIENT’S VOICE
CONSUMER
AGENCY CLIENTACCOUNT
MANAGEMENT
Image Source: http://photos.jdhancock.com/
TRIANGLE OF ADVERTISING EFFECTIVENESS CONSUMER
AGENCY CLIENT
I REPRESENT THE AGENCY’S CREATIVE INPUT
THE CREATIVE TEAM GOES
HERE:
ACCOUNT MANAGEMENT
CREATIVE
Image Source: http://photos.jdhancock.com/
TRIANGLE OF ADVERTISING EFFECTIVENESS CONSUMER
AGENCY CLIENT
I REPRESENT THE CONSUMER’S VOICE, INTERESTS AND ENSURE COMMUNICATION IS RELEVANT
PLANNER
THE PLANNER GOES HERE:
ACCOUNT MANAGEMENT
CREATIVE
Image Source: http://photos.jdhancock.com/
TRIANGLE OF ADVERTISING EFFECTIVENESS CONSUMER
AGENCY CLIENTACCOUNT
MANAGEMENT
PLANNER
CREATIVE
Image Source: http://photos.jdhancock.com/
BUT WHAT DOES A PLANNER DO AND HOW?
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THERE ARE DIFFENT TYPE OF PLANNERS
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THERE ARE DIFFENT TYPE OF PLANNERS
o Account plannero Brand plannero Communications plannero Media plannero Strategist
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THERE ARE DIFFENT TYPE OF PLANNERS
o Discover and define the tasko Prepare the briefo Support concept
development o Present to the cliento Track the performance
o Account plannero Brand plannero Communications plannero Media plannero Strategist
Image Source: http://photos.jdhancock.com/
67% of planners started on differentcareer paths
HOW DID WE GET TO BE PLANNERS?
Image Source: http://photos.jdhancock.com/Data source: 2011 Planner Survey
Everyone loves a statistic.
LESSON 3:
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UNDERSTAND YOUR CONSUMERS THROUGH RESEARCH
I like cat videos
I want something that my family loves
Saving money makes me feel good about myself
Image Source: http://photos.jdhancock.com/
USE INTELLIGENCE AND DATA
TO BACK UP AND SELL YOUR IDEAS AND CONCEPTS
I can prove my idea will bring $$$ to your business
Image Source: http://photos.jdhancock.com/
STAY RELEVANT TO CONSUMERS BY FOCUSING ON WHAT THEY WANT/NEED
Image Source: http://photos.jdhancock.com/
PLANNERS NEED TO DEFINE THE TARGET AUDIENCE
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What does the brand/ product
need to achieve?
What do they believe? What will motivate them? This is a psychological profile.
What are the key stats? Age, gender, geography,
income…
What channels will be most effective in reaching them?
Demographic:
Psychographics:
Past-times and media habits:
Brand objective:
THE NEXT STEP IS DEVELOPING A CONSUMER INSIGHT
Storm-troopers need to feel a part of a community
Image Source: http://photos.jdhancock.com/
LESSON 4:
The consumer is not Mr. Spock. Human brains are emotionally wired. Never lose your own (emotional) consumer instincts!
Image Source: http://photos.jdhancock.com/
AN INSIGHT IS…
A RELEVATION ABOUT A HUMAN EMOTIONS/BEHAVIOUR WHICH CAN BE LEVERAGED TO BUILD A BRAND
Image Source: http://photos.jdhancock.com/
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.
LESSON 5:
Image Source: http://photos.jdhancock.com/
IDENTIFYING CONSUMER INSIGHTS TAKES…
• Time• Effort• Patience• Imagination• Creativity• Intelligence• Empathy• Passion
Image Source: http://photos.jdhancock.com/
SPOT THE INSIGHTThe 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
SPOT THE INSIGHTThe 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
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
GOOD INSIGHTS SPARK GOOD CAMPAIGNS
Image Source: http://photos.jdhancock.com/
• Unique and unchangeable
• Deep intuitive understanding of a person or thing
STRATEGIC PLANNING PROCESS
• 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,
CORE INSIGHT STRATEGIC APPROACH
RESPONSE&
EXECUTION
WHAT ABOUT THE CREATIVE
BRIEF?
INSIGHT
EXECUTION
IDEAPLANNERS
CREATIVE
Image Source: http://photos.jdhancock.com/
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.
A CREATIVE BRIEF LOOKS
SOMETHING LIKE THIS…
Image source: Wunderman UK Creative Brief
CREATIVELY INSPIRING
(ART)
RELEVANCY
(CONSUMER FOCUS)
GREAT ADVERTISING
CREATIVEPLANNINGImage Source: http://photos.jdhancock.com/
LET’S LOOK AT AN EXAMPLE…
CREATIVE
• VISUALLY STRIKING• REPRESENTS THE BRAND AND THE
SPONSORSHIP IMPLICITLY • SHOWS FOR THE POWER OF PEOPLE• COPY IS INPIRING AND MEMMORABLE
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”
LET’S TALK ABOUT PROCESS
PITCHING
WIN
January
February
MarchApril
MayJune
July August
September
October
CLIENT BRIEF
CREATIVE BRIEFING
CREATIVE IDEA
CREATIVE PROPOSAL
PRODUCTION(MEDIA AGENCY)
CAMPAIGN LIVE
RESULTS
CAMPAIGN REVIEW
RESEARCH & INSIGHT MINING
PLANNING AND STRATEGY
PITCHING
WIN
RESEARCH & INSIGHT MINING
January
February
MarchApril
MayJune
July August
September
October
CLIENT BRIEF
CREATIVE BRIEFING
CREATIVE IDEA
CREATIVE PROPOSAL
PRODUCTION(MEDIA AGENCY)
CAMPAIGN LIVE
RESULTS
CAMPAIGN REVIEW
CRITICAL!
PLANNING AND STRATEGY
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
LESSON 6: Recognise the difference between a presentation and a document (i.e. add value to each slide you present).Image Source: http://photos.jdhancock.com/
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/
Lesson 7:
Never stop asking questions
LESSON 8:Never stop asking questions.
QUESTIONS?
Image Source: http://photos.jdhancock.com/