Planning Integrated Communications

www.planningaboveandbeyond.co.uk

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Planning Integrated Communications

John GriffithsJune 11th


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Ground I am going to cover Why advertising planning needs translating

when applied elsewhere Applying account planning to different

disciplines Integrated communications: integrating

what exactly? Where in the process integration happens Defining a model playing field for planners


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Ad planning – Pride and Prejudice It’s the creative work stupid! Strategy means how you structure the

message Its all about developing the brand The brand personality is fixed You are trying to changing awareness and

attitudes There are two kinds of mass audience: those

who buy the product and those who don’t Measurement is difficult


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The Issues Affecting Planning Beyond Advertising…. Each discipline makes its money

differently Adding value in each discipline is

differentNeed to do this before we can resolve: How integration makes its money How to add value to integration


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How Each Discipline Makes Its Money - IT VARIES

AdvertisingMedia commission

Fees related to media spend

Biggest accounts

Discipline Making money Making profit

DirectMarketing

Construction and operation of bespoke

medium: account handling/targeting

Complex accounts

SalesPromotion


mechanic: account handling

Complex Mechanics(any size)

SponsorshipFee proportionate

to size of sponsorshipBiggest

Accounts

Complexaccounts


medium: account handling/targeting

Web based


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How Each Discipline Adds Value - IT VARIES

AdvertisingEffective creative work

that creates massawareness/involvement

Discipline Adding value

DirectMarketing

Effectiveness of targetingand ability to solicit

response and conversion

SalesPromotion

Effectiveness ofmechanic and appeal to the trade and the client

SponsorshipLeveraging higher

awareness at lower costthan advertising

Reducing interaction costsOR Leveraging higher

InvolvementWeb based


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Putting Integrated campaigns together


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Why Integration Is a Great Idea It is cheaper for a client to use one agency than lots

of different ones Client only has to brief once Less miscommunication with a single briefing Strategic thinking in the round An integrated agency recommends the best route

not the discipline they are most accustomed to/make most money from/become most famous for

Campaign idea more powerful because of synergy across all the disciplines

Agency more accountable for results


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Why Integration Is a Terrible Idea

Sloppy briefing: client devolves marketing into the agency Agency has less money to play with and cuts corners: never the

same people resources as with individual agencies Integrated team of generalists perform less well than specialists Integrated agencies are just as NIH-ish as other agencies when

they have to share a brief Creative idea stretched so far that it becomes an issue of

corporate identity rather than a strong creative idea universally strong in every channel

Accountability never happens it just becomes too complicated to evaluate the interplay between the different elements of the campaign


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How Integration Makes Money By blending the elements together

usually using the most profitable disciplines to subsidise the most visible!

EVERY agency wants ad accounts even if they never make money on them!


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Where Integration Adds Value

Strategy

Development

Implementation

The first major issue with integration is what are we integrating?

That’s why whenever integration is talked about we have to get people to define what they mean by the word

They will always claim that they integrate EVERYTHING and that no one else does it like them!

In reality you will find that integration happens at one of the following stages; NEVER at all of them largely because no one has the time or the money to follow and police the integrated product all the way through the process


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How Were You Going to Make Money?

Strategy

Development

Implementation

Integrating at the Strategy Stage Brilliant for winning business

without pitching –client pays to induct you!

Perfect for locking very senior clients in

Lots of fee income – for plannersIntegrating at Development Stage Often a bundling of services –

savings handed back to the client Excellent for getting more business

out of existing clientsIntegrating at Implementation

Stage Agency focuses on increasing

perceived value by customers Profit share in incremental income


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The 3 Rules for the Integrated Planner

Know where your pay packet is coming from….

Play to the strengths of the particular discipline and always add value

Run the length of the field: strategy, development and implementation: planning the most integrative function in an integrated team


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Introducing a model playing fieldfor the integrated planner


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The Integrated Planning Model

1. The brand as promise

3. The brand as experienceddirectly by the consumer

2. The brand as medium


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How the Elements Have Been Used in Isolation

Brand led business

Service led business

Media led business

E.g. Heinz

Eg The Economist

Eg J Sainsbury


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Where the Disciplines Add Value

Advertising

Sales PromotionPoint of saleInteractive CommsEvent marketing

Direct marketingDatabase marketingCRM

PRSponsorship


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The Planning skillset Required for Each

Psychologist

Private Investigator Accountant


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A new way of organising

Core Brand Promise team(Advertising led)

Line members of teamfunction first as specialistsThen as generalists to agree strongest blendof elements

Core Brand Medium team(Database/Media people)

Planner as team integrator


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A new way of organising

Core Brand Promise team(Advertising led)

Line members of teamfunction first as specialistsThen as generalists to agree strongest blendof elements

Core Brand Medium team(Database/Media people)

Planner as team integrator


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Appendix of Case Studies


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Evaluating Integrated campaigns: Business Link network Tyneside regional integrated advertising and

PR test before national roll out – control area set in Midlands – not integrated

Multiple evaluation sources Regional boost for quarterly tracking study used Carma to track key message themes in national and

regional press Traffic spreadsheets from Business Links daily inbound

telephone traffic and meetings with business advisers Showed Differences

Vs pre campaign benchmark in traffic volume and in SIC profiles

Vs control area in nature of press coverage


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Integrated development process: Accord launch 1998 Entire launch campaign developed at CDP: TV, fleet,

customer retention, dealership promotions, POS, and website. Even designed the PowerPoint presenter for the fleet sales teams and briefed inbound telesales staff on campaign themes

Used brand team/targeting teams to maintain consistency of tone of voice and targeting

Core creative idea developed by advertising creatives – disciplines worked autonomously to implement the idea

Copy tailored to company car drivers of particular models because we knew what they were driving and why they had originally bought

Placed cassette in existing Hondas when serviced at dealerships extolling merits of new model – ultimately reached more Honda owners than by using the database and conventional DM!


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Planning Integrated Communications

Documents

ukwhy integration

planning pride

operation of bespoke

strong creative idea

money differentlyadding

account handlingtargetingweb

money frombecome

operation of bespoke