a plea for brand and comms planners to work better together

Putting Account Planning Back Together

(Or, how brand planners and comms planners can work better together)

WHAT IS A PLANNER?

“SOMEONE RESPONSIBLE FOR THE RELEVANCE OF THE ADVERTISING TO THE CONSUMER”

Jane Newman’s job description when she joined BMP in the late 60s

SPECIALIZATIONGROWTH FRAGMENTATION

AS ADVERTISING HAS GROWN UP, THE PLANNING DISCIPLINE HAS FRAGMENTED

FRAGMENTATION

INTEGRATION

AS PLANNERS, WE MUST FIGHT FRAGMENTATION OF THE DISCIPLINE, BECAUSE IT CAN LEAD TO FRAGMENTATION OF

THE CREATIVE, AND THE BRAND

SPECIALIZATIONGROWTH

ART COPY

MAYBE, WE CAN THINK ABOUT PUTTING PLANNING DEPARTMENTS TOGETHER IN THE SAME WAY THAT CREATIVE

DEPARTMENTS ARE ORGANIZED

BRAND PLANNER

COMMS PLANNER

CREATIVEPARTNERS

PLANNINGPARTNERS

AT THE END OF THE DAY, NO MATTER WHAT KIND OF PLANNER YOU ARE, WE ARE ALL WORKING TOWARD THE

SAME END-GOAL

BETTERCREATIVE

COMMS PLANNERS ARE ABOUT ASSETS THAT BRING IDEAS TO LIFE

Bring strategic rigour to the implementation of a creative idea

Champion integration of Process and output

Ecosystem architecture & Channel expertise

BRAND PLANNERS ARE ABOUT UNCOVERING IDEAS

Determine and maintain the Brand’s true north

Identify when the brand’s direction Needs to shift based on context

Deliver creative direction to solve The business problem

IT’S JUST THAT BRAND PLANNERS AND COMMS PLANNERS COME AT IT FROM DIFFERENT ANGLES

TOGETHER, WE DO A LOT OF THINGS

QUALRESEARCH

QUANT RESEARCH

INSIGHTS

BRIEFS

COMMSFRAMEWORK

BLUEPRINTS

ECOSYSTEMS

MEASUREMENT CREATIVE PARTNERSHIP

CLIENT EDUCATION

BUT WITH SPECIALIZATION, WE HAVE MORE ROOM FOR RIGOR

BRAND PLANNER LED & OWNED

Brand positioning/ platform/ personality

Persona insight

Big idea brief

Big idea creative inspiration/ feedback

EITHER CAN OWN & LEAD, OR, CAN BE A JOINT EFFORT

Insights

Research

Consumer journey

Executional briefs

Measurement

Client Education

Set up decks

COMMS PLANNERLED & OWNED

Channel insights

Comms framework

Blueprint

Ecosystem

Executional channel inspiration/ feedback

Media team liaison

WHERE BRAND & COMMS PLANNERS COME INTO THE CREATIVE DEVELOPMENT PROCESS

PHASE 1BIG IDEA CONCEPTING

PHASEA 2ECOSYSTEM DEVELOPMENT

ONGOINGOPTIMIZATION

ASSE

TS G

O LI

VEBig Idea Brief

Round 1 CreativeBig Idea Development

Client Input BriefAdditional research, insights, brand positioning

Big Idea Brief and Comms Framework signed off by clients and used for creative kick off

Media Strategy

Comms Framework

ANALYTICSCLIENT COMMS PLANNER

BRAND PLANNER CREATIVES MEDIA




ONGOINGOPTIMIZATION

ASSE

TS G

O LI

VEBig Idea Brief




Media Strategy

Comms Framework



Clients align on Big Idea Concept to move forward with

Client signs off on Blueprint, Learning Agenda & Measurement Plan, Media Plan

Blueprint Media PlanLearning Agenda & Measurement

Plan

Round 2 CreativeTactical Development Ecosystem

Executional Briefs




ONGOINGOPTIMIZATION

ASSE

TS G

O LI

VEBig Idea Brief




Media Strategy

Comms Framework



Clients align on Big Idea Concept to move forward with

Client signs off on Blueprint, Learning Agenda & Measurement Plan, Media Plan

Blueprint Media PlanLearning Agenda & Measurement

Plan

Round 2 CreativeTactical Development Ecosystem

Performance Tracking

Creative Optimization Recommendations

Executional Briefs

PRINCIPLES OF PARTNERSHIP“ONE PLANNING TEAM” MINDSET

SAME BRAND TEAM MINDSET

CONSTANT COLLABORATION

WEEKLY STATUS, DAILY INFORMAL CHECK INS

RESPECT FOR ALTERNATE VIEWS AND EXPERIENCES

PERSONAL CAMARADERIE

FLEXIBILITY - HELPING EACH OTHER

THE FUTURE

NOWBETTER PARTNERSHIP ON

EACH ACCOUNT

BETTER PARTNERSHIP AT A DEPARTMENTAL LEVEL

NEXTWORKING TOGETHER TO

IMPACT CREATIVE DEPARTMENT AND AGENCY

CULTURE

ALL IN THE SERVICE OFTHE WORK

“The relevance of advertising to the

consumer”

THANK YOU :)

a plea for brand and comms planners to work better together

Marketing