Discipline: Methods and Research Techniques

Mariana Dios-TanStudent at ESADE – Jun/2009 – Professor Barbara Costa

Account PlanningStrategic Planningof communication

To learn a little more I went to Competence that is an advertising agency focused on strategic planning.

But before you understand what an account planner does,

let's talk a little bit of history!

After all, how it all started?

Everything started because of two guys:

Stanley Pollitt

Stephen King

Stephen King

In 1964 Stephen King worked at JWT and

was there that he developed a system

of work called Target Plan (T-Plan),

which combines conducted

consumer research with insight to

creation area.

Stanley Pollitt

Stanley Pollitt worked for BMP (Boase Massimi

Pollitt) when in 1968 he raised the flag of planning saying that

the voice of the consumer should

have a central role in the development of

advertising.

Since the first professionals to arise in planning came from the areas of

Account Management and Media Planning, this new area was named Account Planning.

And this name, where they come from?

Account Management+

Media Planning=

Account Planning

And this name, where they come from?

In some places this area is also known as Strategic Planning and Brand Planning

and who works in the area is called:

And this name, where they come from?

Planner

And now there are different types of planners and they make all the difference

in the preparation of a project. And if you want to know, they are many ...

Then you say: Ok! But after all ...

... what hell does a planner?

That is the question who do not stop!The information and definitions are not entirely

clear even to those who works in the area. We can say that things are still being defined.

... what hell does a planner?

But we can say that a planner is responsible for developing a strategic plan of

communication, means it is not obvious? But what is not obvious, is how he does.A plan does not appear from nothing, it is

based on data, facts, stories, studies, figures, people and experiences.

... what hell does a planner?

For all that happens is really necessary to understand the role of planning, not only

as one more tool in the development of advertising, but as a connector of information.

The role of planning

A planner passes through an important process of building structure and logic

of thought, until get in the planning.

The role of planning

This process begins with your understanding about our world, it means, your power to see and understand everything that surrounds you, not only with the

eyes of a planner, but also and perhaps more important, with the eyes of many observers with different values and cultures.

The role of planning

Only then you will be able to imagine the future of the plan desired.

The role of planning

How everything is well connected, it is essential that your ability to understand and think be closely related to your power of synthesis,

development and construction of a line of thinking and reasoning properly structured and appropriate to the reality in question.

The role of planning

To develop a planning

And at that point, make some connections makes all the difference.

Therefore it is so important be able to use our vision through a multidisciplinary

and multicultural context.

To develop a planning

The market is doing well, thanks!

The market is in constant growth, it varies according to local demand.

In Brazil the main focus of vacancies in planning area still be the city of São Paulo.

The market is doing well, thanks!

Will we be millionaires?

The fact to the market be rising for planners do not mean that we will be millionaires.Our fee varies according to the type of

business, the reality of the market place and your professional placement.

Will we be millionaires?

The first case we never forget!

The challenge

In partnership with Cannes Lions International Advertising Festival,

YouTube launched a contest that awarded two people to travel to the festival.

The challenge was to create and publish a video in 48 hours. The second phase was to

make it viral, so we had exactly two weeks.The videos with more views would be evaluate.

The challenge

The briefing

The briefing was fully connected to Oxfam, an international NGO. The video should somehow

move people towards climate change conference to be held in Copenhagen and to make people sign a petition

on Oxfam website.

The briefing

The strategy

Position ourselves as pro-active and concerned about climate change and not only in

winning a competition.

The strategy

Our project was known as Oxfam We Can Save!

We chose this name to stimulate the engagement of people.

The strategy

We use the Twitter, where we created the twitter.com/wecansave, through which we had informed people about the conference

in Copenhagen, the consequences of climate change, the importance of

signing the petition and about the video.

The strategy

The effect

Thousands of people were involved and many of them actually felt part of the project.

Many commented and spread our sentences around the world.

The effect

The effect

The effect

The effect

The video across the continents...

The effect

The effect

The effect

The effect

The effect

3509 views50 ratings20 comments

2630 followers387 retweets3646 clicks

1083 entries

989 views5º most watched video

The result

Last updated June 17, 2009.

The twitter.com/wecansave will be maintained, because after all, the conference has not yet happened, the petition is still turning the world,

and the weather still crazy!

twitter.com/wecansave

Sources of knowledge

PPT : A Chat About Planning and Related Things Ken Fujioka – Head of Planning JWT Brasil

PPT: News ways for the planning area?Daniel De Tomazo – Director of Planning JWT Brasil

Book: Truth, Lies and Advertising : The Art of Account PlanningJon Steel

Article: What is Account Planning?APG UK

Interviewee: Pablo Fontoura - Coord. Competitive Intelligence Competence

Discipline: Methods and Research Techniques

Mariana Dios-TanStudent at ESADE – Jun/2009 – Professor Barbara Costa

Thank you!