Account Planning and Advertising Campaigns
Jazo Moises Writing Design Concepts Summer 2014
What is Planning? Communications Planning
Media Planning
How do we make the campaign effective to and relevant for our audience?
How do we intersect our brand with an effective medium?
PLANNING
Brand Planning
Account Planning
What are we really trying to say to our audience?
What do we know about our audience that helps us develop a strategy to talk to them?
“A great idea is 99% strategy.” - Tracy Wong, WongDoody
What is Account Planning? Account planners pay attention to: core (brand) category (brand in context of similar brands) culture (brand in the bigger picture) consumer (brand in context of audience)
(from Dan Drullinger, CP+B)
As the account manager is the liaison between the agency and the client, the account planner is the liaison between the brand and the social/cultural/ political environment it lives in.
The Learned (academics)
The Lived (experience)
The Listened (research)
Account planners need tools and knowledge to do this well.
The Learned (academics)
The Listened (research)
The Lived (experience)
Where great account planning happens.
thropology. sociology. chemist logy. american literature. cinem udies. communication theo ychology. economics. statistic gious studies. classical literatur culus. spanish. art history. asia udies. theater arts. women’s an nder studies. all russian literatur of these can mparative politics. geograph and do matter. vironmental studies. educatio
cycle of research
How do our experiences travels interests worldview failures successes cultures relationships form ideas & insights?
*How does account planning work within an advertising campaign?
Account planners ask different questions during different parts of a campaign, keeping the temperature between the agency, the audience, and culture.
PROBLEM RESEARCH BRIEF TRY BUY USE UNDERSTAND THUMBNAILS DISCUSSION EDITING/REFINING ROUGHS DIRECTION DISCUSSION SELL IDEA EXECUTIONS
What exactly is our problem? What do we know about the situation and the people that we are talking to? How does this information help solve it?
PROBLEM RESEARCH BRIEF TRY BUY USE UNDERSTAND THUMBNAILS DISCUSSION EDITING/REFINING ROUGHS DIRECTION DISCUSSION SELL IDEA EXECUTIONS
In a campaign, the brief tells everything writers, designers, and producers need to know about the problem and strategy.
“To me, a brief should inspire and it should actually speed the process up because a group of people have actually had meaningful discussions about how we’re going to focus our efforts rather than being random.” - Daz McColl, Global Chief Brand Strategy Officer, SapientNitro
PROBLEM RESEARCH BRIEF TRY BUY USE Stepping into the mind of our audience, what is the main idea we want them to take away? UNDERSTAND What ways can we convey this idea? THUMBNAILS DISCUSSION EDITING/REFINING ROUGHS DIRECTION DISCUSSION SELL IDEA EXECUTIONS What exactly is our problem? What do we know about the situation and the people that we are talking to? How does this information help solve it?
PROBLEM RESEARCH BRIEF TRY BUY USE Stepping into the mind of our audience, what is the main idea we want them to take away? UNDERSTAND What ways can we convey this idea? THUMBNAILS DISCUSSION If we take a step back, which of these ways stick the most for our audience? Are there common themes that create a single, creative EDITING/REFINING idea that goes along with our strategic idea? ROUGHS DIRECTION DISCUSSION SELL IDEA EXECUTIONS What exactly is our problem? What do we know about the situation and the people that we are talking to? How does this information help solve it?
PROBLEM RESEARCH BRIEF TRY BUY USE Stepping into the mind of our audience, what is the main idea we want them to take away? UNDERSTAND What ways can we convey this idea? THUMBNAILS DISCUSSION If we take a step back, which of these ways stick the most for our audience? Are there common themes that create a single, creative EDITING/REFINING idea that goes along with our strategic idea? ROUGHS DIRECTION Which of these themes (or campaigns) connect with our strategic idea, creative idea, and our DISCUSSION audience the most? How can we refine the ideas that work the best to create a cohesive, integrated campaign? SELL IDEA EXECUTIONS What exactly is our problem? What do we know about the situation and the people that we are talking to? How does this information help solve it?
Account planners have the ability to keep a campaign on track strategywise, from initial research to the final execution.
Thank you. Questions?