WTF does a planner do?

WTF DOES A PLANNER DO?

LIVING THE DREAM

Not writing copy.Not directing art.Not managing accounts.Not something-something digital.Just throwing in witty remarks at meetings.Do you work at all?

STARTED IN THE UK IN THE 7OS

BY KING (JWT) AND POLLITT (DDB)

TO ADRESS A GAP AT THEIR AGENCIES

ACCOUNT PLANNING BRINGS

UNDERSTANDING OF THE CONSUMER

TO THOSE WHO NEED TO TALK TO THEM

ACCOUNT PLANNERS

ADVOCATES OF THE CONSUMER

Account represent client,Creatives the idea,but will anyone buy it?

ACCOUNT PLANNERS

TRANSLATORS OF FACTS

INTO MEANINGFUL STORIES

Don‘t go in the woods!

PLANNERS FIND/PRODUCE INSIGHTS

AND HOW IT CONNECTS TO A RELEVANT STRATEGY

THAT COULD LOOK LIKE THIS

Our new Passat is ideal for small families.And - how cool is that - you can start it with a remote control.

Young family fathers are now in their thirties.They are influenced by 80s pop culture like Star Wars etc.They want to be cool dads who make their kids lives exciting and pass on the things they enjoyed.

SafetyReliabilitySpaceNo Remote

WISDOM WE CAME UP WITH

WE ARE NOT HANDING OUT

LOCKED UP ALONE IN AN IVORY TOWER

WE SCOUT THE BIGGEST OPPORTUNITY

WE ARE HUNTING WITH THE WOLFPACK

WE DIRECT THE CHASE TO THE RIGHT TARGET

TO THE WORLD OF 60 YEAR MALE BEER DRINKERS

INTRODUCE 30 YEAR OLD FEMALE ART DIRECTORS

INSPIRE

WTF? How am I supposed to talk to them?

IDEALLY, IN MEETINGS THE PLANNER SHOULD BE

THE PERSON WITH THE MOST KNOWLEDGE ABOUT THE CONSUMER

GREAT MOMENTS IN ACCOUNT PLANNINGIMHO

OLD SPICE

Old Spice is an old P&G brand. And it had a problem with age.Older users were aging and aggressive brands like Axe were more appealing to young buyers.Worst of all: „You smell like my granddad.“ is not a comment you want to hear when using an after shave.Old Spice was old in every sense.

OLD SPICE IS THE SMELL OF EXPERIENCE.

WOMEN DIG EXPERIENCE.

So, how do you turn old into a good thing?

HONDA

Honda built a Diesel motor. So far, so good. Now they had built it from scratch and were particularly proud that it wasn‘t like any other Diesel. The challenge was to explain that Honda had built not just a better diesel, but a new Diesel: more silent, less loud, less dirty.How do you fit all that into a credible message?

NEW!

POSITIVE HATE

ISN‘T HATE THE BEST MOTIVATION

It was a problem until the planner noticedhow much the chief engineer hated Diesel motors.

FOR RADICAL CHANGE?

QUICK DRILL

YOUR FAVOURITE ADS, NOW!

TO CONVINCE:

TO BUY:

INSTEAD OF:

BECAUSE: