What is planning? Wunderman explains.

what is

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?

Image Source: http://photos.jdhancock.com/

THERE ARE DIFFENT TYPE OF PLANNERS

Image Source: http://photos.jdhancock.com/

THERE ARE DIFFENT TYPE OF PLANNERS

o Account plannero Brand plannero Communications plannero Media plannero Strategist

Image Source: http://photos.jdhancock.com/

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:

Image Source: http://photos.jdhancock.com/

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

Image Source: http://photos.jdhancock.com/

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/