Account Planning in Digital Age
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Account planningin digital age
v0.3 (Beta)
Zigurds ZakisStrategic Planning and digital director
INSTINCT (BBDO Group, Russia)
BLOG: http://zz.typepad.com/engl
Presentation in ADCR Campus on Digital Communication
(Art Director Club Russia), May 2, 2010
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Ad agency
Creativecompetences
Clientservicecompetences
AccountPlanning/Strategy
competences
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Understanding
customer
Understanding
creativity
Understanding
business
Account Planning: 1960s-2000s
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Understanding
customer and society
Understanding
creativity
Understanding
economy
Economy in a broader sense - business is to narrow. We have to think
whole picture, including also economy of client and its stakeholders, economy
of household etc.
Behavioral economics - new source of
inspiration and knowledge.
With networking economy the social aspect of every
activity becomes increasingly important.
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Understanding
customer and society
Understanding
creativity
Understanding
economy
Understanding
technologywhat it enables rather than what is possible to do by it?
what does it mean to people, society and culture? What does it change in our lives, culture, society and economy?
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Consumer
Cultureeconomy
technology
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Competences
• Understanding consumer (incl. flexible use of research tools)
• Understanding creativity and creative processes
• Understanding communication
• Understanding channels (media) and platforms
• Understanding culture
• Understanding clients business
• Understanding economy, marketing and strategy in broader sense
Creative
Client
Account Planning
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Don’t focus on technology.
Focus on
customer needs, wants and behavior
Focus on
trends and changes
in society, culture and consumption
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What technology does
to people, society, culture
and economy
rather than
what technology can or can’t do
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What doAccount planner
does?
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Insight
The Brief
Briefing session
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Simplifying and refocusing client briefto focus and inspire creative team:
What are specific business goals?
Where the business will come from?
What is the role of marketing communication?
Who are customers associated with growth?
A: What do they do (think/feel/do) today?
B: What do we want them to do (think/feel/do)?
What experience do they need to move from A to B?
Before creative brief
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“THE ESSENCE OF A GREAT BRIEF IS
SACRIFICE”
“OUR JOB IS TO SIMPLIFY”
BILL BERNBACH
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Creative briefsM&C Saatchi
FallonBBH
JvM
via: http://theplanninglab.typepad.com/
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Creative brief
BBDO
get•to•byGet: (whom / target)
Who: (think/feel/do this)
To: (do think/feel/do this)
By telling them : (proposition)
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Great account Planner
*Advertising Man
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The Convergent Planner (Advertising Man!) should have:
1) Intellect of the brand architect
2) Financial acumen
of the management consultant
3) Geekiness of the hacker
4) Curiosity of the social psychologist
Mark Hancock
AMV BBDO
http://holycow.typepad.com/
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Dig Deep!Investigate things deeply
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Curiosity
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The most important letter
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“People that are T-shaped: Broad and Deep”.
Broad in their skills and interests
and able to work with wide range or people.
Deep in their knowledge and experience in one or more disciplines.”
www.IDEO.com
2000
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Reading“Read. Feed your Head. Think about what it means to you personally. Discuss with others.”
(Merry Baskins)
“Reading is for awesome people” (Faris Yakobs)
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People skills,rather than technology knowledge
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Participate
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+Participating =
Listening + Talking + Listening + Sharing + Listening
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Challenge assumptions
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Chief Creative Insurgent
“An insurgent is defined as someone who challenges the status quo. My job is to question the very definition of marketing and communications and corporate structure”.
Alex BoguskyMDC
The border between Planning and Creative is disappearing:
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http://zz.typepad.com/Engl
http://Twitter.com/zz_zigurds