an introduction to account planning

45
By Jo Weston www.joweston.com @westonsorganic By Jo Weston www.joweston.com @westonsorganic An introduction to account planning

Upload: jo-weston

Post on 28-Jan-2015

114 views

Category:

Business


7 download

DESCRIPTION

Resource I use to train junior planners and interns - always handy to have a few slides like this knocking about

TRANSCRIPT

Page 1: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganicBy Jo Weston www.joweston.com @westonsorganic

An introduction to account planning

Page 2: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

What I will cover

• What is account planning

• The planning process

• Client brief

• Research and insights

• Strategy

• Creative briefing

• Creative development

• Measurement and evaluation

• Planning at it’s best

• How planning is changing

• Where to find out more

Page 3: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

© 2

010

INF

ER

NO

LIM

ITE

D |

CLI

EN

T C

ON

FID

EN

TIA

L

What is an account planner?

Page 4: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

The short answer!

• Strategic guidance within agency

• Guardian of the brand

• Provide strategic direction

• Add insight

• Assimilate & interpret info

• Commission research

• Represent the consumer

• Guide creative development

• Ensure effectiveness

Page 5: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

A brief history of planning

Page 6: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

“The voice of the consumer”

“If you talked to people the way advertising talked to people, they'd punch you in the face”

- Hugh MacLeod

Page 7: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

These days, planning involves lot more than just representing the consumer

Market researcher

Data analyst

ModeratorInformation centre

Bad cop

NPD consultantBrainstorming facilitator

Soothsayer

Communications planner

Strategist

Brief writer

Think piece author

Social anthropologist

Insight miner

Knowledge applicator

Page 8: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

The Planning Process

Why are we there?

Where are we now?

Where could we be?

How do we get there?

Are we getting there?

Client brief

Identify problemUnderstand consumer behaviour and attitudes Identifying insights and

opportunitiesObjective setting

Strategy development

Measurement and evaluation

Creative briefing and development

Page 9: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

It all starts here

© 2

010

INF

ER

NO

LIM

ITE

D |

CLI

EN

T C

ON

FID

EN

TIA

L

Page 10: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

Top tips for client briefings

• Ask LOTS of questions

• Do they have any helpful research?

• What would be their answer to the brief?

• Question assumptions

• What is the real issue?

Page 11: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic © 2

010

INF

ER

NO

LIM

ITE

D |

CLI

EN

T C

ON

FID

EN

TIA

L

It all starts here

Getting to an a-ha! moment

Page 12: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

Where insights come from

Consumer research

Influencer research

Talking to people

Observation

Popular culture and trends

Brand history

Company cultureOther markets

Product

Competition

Behaviour

Futurology/scenario planning

Human psychologyPhilosophy

Page 13: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

Types of research

Primary

Quant

• Surveys

• Questionnaires

• Panels

• Observation

Qual

• Depth interviews

• Focus groups

• Workshops

• Observation

Secondary

Client data

• Sales

• Segmentation

• Brand tracking

Desk research

• News sites

• Social media

• Free tools online

• Trend sites

• Videos

• Paid for resources

• Mintel

• Warc

• Ebiquity

• TGI

• Syndicated surveys

Page 14: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

When can you do research?

Desk research Hypothesis generation

Strategy developmentStrategy research

Concept research Final ad research

Creative development

Creative development

Consumer research

Page 15: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

Strategy

© 2

010

INF

ER

NO

LIM

ITE

D |

CLI

EN

T C

ON

FID

EN

TIA

L

Getting the strategy right

Page 16: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

What is a strategy?

Where we want to be (solution)

Where we are (problem)

Tactics

Strategy

Page 17: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

Types of strategy

Business strategy Marketing strategy Brand strategy

Communications strategy Channel strategy

Page 18: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

10 Steps to a strategy

1. Define your objectives

2. Read around the subject

3. Identify barriers in your way

4. Focus on those you can do something about

5. Re-define your problem precisely

6. List the potential opportunities/ solutions

7. Write an honest list of their pros and cons

8. Choose the most promising

9. Test/ research it

10. Summarise your strategy and how it should work

Page 19: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

Getting this lot excited

Page 20: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

Finding a creative thought

Consumer insight

Brand insight

Page 21: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

Client briefResearch

Insight

Creative Brief

Creative Work

The creative brief

Page 22: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

The brief – questions to answer

• What’s the problem?

• What’s the task?

• Who’s the audience

• What’s the key message we need to convey?

• Why can we say this?

• What tone of voice should we use?

Page 23: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

Creative briefing top tips• Means to an end – great work!

• Clarity, brevity, fertility

• Inspiration not instruction

• Inject some personality (from the brand, audience etc.)

• Tell a story

• Think about the thoughts and feelings you are evoking

• Don’t use marketing speak

• Single minded proposition!

• The brief is not as important as the briefing

• Bring creativity to the briefing process

• Plant seeds

• Don’t bombard them – drip feed ideas and information

• Collaborative process – summary of a conversation

Page 24: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

Then it is time to get stuck in!

Page 25: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

Tips for getting involved in creative development

• Don’t be the devil’s advocate (be the work’s

advocate)

• Go back to the brief – will it meet the objectives?

• Stay open minded

• Clarify the creative idea – don’t be thrown by the

execution

• Give clear feedback – what YOU think, ideas and

insights not answers

Page 26: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

I like itI don’t like it

It’s on brief

It’s not on brief

You don’t need to like it for it to be

effective

Is it a better way to achieve the objective

than the strategy?

Page 27: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

The science bit

Page 28: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

What sorts of things can we measure?

• Hard and soft metrics

• Return on investment

• Behavioural and attitudinal shifts

• Rational and emotional responses

• Quantitative and qualitative

• Levels of engagement

Awareness

Comprehension

Intention

Action

Page 29: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

IPA best practice

Common practice

Focus on single objectives

Generate volume

Focus on existing customers

Increase brand awareness

Rational communication

Shift to direct response

Evaluate against single KPIs

Accountability

Best practice

Aim for broad, multiple effects

Shift the demand curve

Talk to whole market

Generate brand fame

Emotional communication

Emotionally rich media lead

Use a balanced scorecard

Effectiveness

Page 30: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

Tracking tools

Behavioural/attitudinal surveys

Ad tracking

Media stats

Website analytics

Social media trackers

Email service providers

Store trackers

Brand tracking

Loyalty schemesPurchase trackingSales data

Voucher redemption tracking

TGI

Mintel

Market share/competitor reports

Page 31: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

And then it all starts again!

Why are we there?

Where are we now?

Where could we be?

How do we get there?

Are we getting there?

Page 32: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

Planning at it’s best

Page 33: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

What makes a good planner?

Page 34: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

What makes a good planner?

Just Kidding!

Page 35: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

What makes a good planner?

• Curiosity and common sense intuition about people, brands and advertising

• Combination of logic/analytical skills and lateral thinking

• Accepts nothing at face value

• Ability to dive deep into an issue but not lose site of the bigger picture

• Open minded and optimistic

• Pragmatic approach to problem solving

• Can get to the nub of an issue

• Empathy

Page 36: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

Page 37: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

Page 38: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

Page 39: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

Page 40: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

How planning is changing?

Page 41: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

How the planning process is evolving

• Less time!

• Need to be more flexible, open, collaborative

• Diversification of roles

• Different types of planners

• No longer just brand planning

• Overlap between planning and creative

Page 42: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

The relationships between brands and people has changed

• A two way conversation

• Peer to peer / trusted sources

• People as individuals not target markets

• Not just about what you say but what you get

people to do (engagement)

• Show not tell

• Attraction not interruption

• Creating movements

• But people haven’t changed that much!

Personal experiences

Friends

Trusted source

Sales person

Propensity

to believe

Page 43: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

Wow, planning sounds so f***ing cool – how can I find out more?!

Page 44: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

The APG Gold Standard - Gold winning papers from the awards1993-2007 (and the most recent version from 2009)

A Master Class in Brand Planning: The Timeless Works of Stephen King

Truth, Lies and Advertising by Jon Steel

Eating the Big Fish by Adam Morgan

Herd: How to Change Mass Behaviour by Harnessing Our True Nature by

Mark Earls

Nudge: Improving Decisions About Health, Wealth and Happiness by

Richard H Thaler and Cass R Sunstein

And many more depending what you are interested in!

Planning resources

Web

Account Planning Group

Plannersphere

Planning search engine

Planning on Facebook

Planners blogs

Planners on Twitter

Ask me if you need anything specific...

Books

Page 45: An Introduction to Account Planning

By Jo Weston www.joweston.com @westonsorganic

“Be an optimist and evoke the spirit of

optimism in others”.

- Jon Steel