Account Planning Boot Camp

FALL 08 BOOTCAMP AT A GLANCE

1 OF 20 ACCEPTED F

ROM ACROSS THE GLOBE

WEEK X WEEK

ROLE REVERSALThroughout the program we examine and participate in role reversal of the brand, of the consumer and of the audience: other team members, clients, etc. Forcing ourselves into the shoes of

others to build a solid foundation of insight gathering, “imagineering” and relevant, meaningful strategydevelopment.

Leslie KennedyAccount Planning Consultant OgilvyOne, Former Planning Director Goodby, Silverstien & Partners—Got Milk?

WEEK 1

ACCOUNT PLANNING: AN OVERVIEWSurvey the development, role and status of

Account Planning. Brief history of the discipline, why it

exists, how it works, how we do it and how its changing.

Lisa Welsch-NeringAMA Grand Effie for Sony PlayStation, AMA Grand Effie/APG Account Planning Award for Apple Think Different launch campaign, AMA Effie for Levi's Silver Tab

WEEK 2

PLANNER AS A CHANGE AGENTDeath of a planner: “Driven by Process.”

Establish different forms of inquiries. Survey the

environment in which the brand lives, find the contradictions to

ideas and misperceptions of consumers and create change.

Flora SkivingtonFormer SVP Planning Director McCann-Erickson SF, Partner & Planning Director at Ogilvy & Mather New York for global branding of Kodak

WEEK 3

UNDERSTANDING THE ISSUEFigure out what the key issue is that the brand

inquestion is facing. Is it an issue that can be

solved by advertising? A planner’s first job is to ask the

right questions to establish a core framework.

Beth FetzerSVP Director of Account Planning DraftFCB, AMA Effie for Gerber Graduates campaign, Above the Influence

WEEK 4

CREATIVE BRIEF & BRIEFINGThe art of storytelling. Learn to discriminate between good and bad briefs. The brief and briefing process is the pivotal point from analysis of data to the start of creative activity.

The brief and briefing must inform and inspire a

creative team.

Hamish ChandraBrand Strategy Director Goodby, Silverstein & Partners

WEEK 5

QUALITATIVE RESEARCHMore than focus groups, ethnographies and triads,

we cover qualitative approaches, tools, techniques

and tips. Understand the perils of introspection. How to

find the right people, ask the right questions, in the

right way.

Jill ColleyChief Strategy Officer UpRoar!, Former Director Consumer Insights U30

WEEK 6

QUANTITATIVE RESEARCHFind meaning in the patterns and bring numbers to

life. Marshal existing information and critically

transform it into knowledge and insight. Develop disciplined

thinking techniques for all stages of the planning cycle.

Hall & PartnersSuzie Carbonell, Research Director;

Anita Wang, Account Director; Justin Shearer, Account Director

EVERY WEEK

THE CHANGING MEDIA LANDSCAPETypically brand messages have been communicated via traditional media like television, print, radio and out-

of-home. Driven by technology, the nature of the media landscape is changing. We have hundreds of TV channels, thousands of video games, YouTube, social networking sites, et cetera and ad infinitum. With all the media choices, now the consumer is in control. How do we reach them using the right message for the right medium?

Various Media GurusGoodby, Silverstein & Partners, Cutwater, AKQA, TBWA\CHIAT\DAY, LucasArts

WEEK 8

BRAND EXPERIENCEThe relationship between a brand and its consumers is experienced through many channels: advertising, web sites, service experience, product design, word of

mouth, distribution, etc. Learn how to define what a brand

is, its worthy ideas and values and how communication of that information can be manifested through all of these Channels.

Scott MacMasterGroup Planning Director TBWA\CHIAT\DAY Los Angesles,

2007 Gold Effie, 2004 Bronze Effie for SonyPlaystation

WEEK 9

PLANNING & THE ART OF BUSINESS DEVELOPMENTUnderstand landscape, role and opportunity as

well as truth and scales of New Business. Examine the new roles of planning and strategy.

Always be briefing and lead with insight.

Matthew MilanAdvisory Board Member Information Architecture Institute, Principle & CEO normative, Former Director of Insight & Planning at Critical Mass

WEEK 10

JUDGING EFFECTIVENESSExamine conventional and unconventional ways

Of judging effectiveness, especially in today’s fast changing market. Define the criteria, plot the system looking to create, track

the journey with constant attention, experimentation and evaluation.

Cory PierceDirector of Consumer Insights at LucasArts, Former Strategy Director for Agency.com

WEEK 11

FINAL REVIEWMore than a pass or fail crucible, the final review offers critical feedback of our “life’s”

work as we present our best (and awarded) cases over the last 11 weeks in a portfolio review. Judgment is passed by a panel of leading Account Planners.

Judges PanelAKQA, Ogilvy One Worldwide

WEEK 12

AGENCY EXPOSUREDuring the final week of the boot camp—in addition to preparing for Microsoft Windows

presentation— we had the opportunity to meet

with planning professionals on their home turf,

visiting agency offices.

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