View
7
Download
0
Category
Preview:
DESCRIPTION
The case for Account Planning as the best job in the world
Citation preview
THE BEST JOB IN THE WORLD
Friday, March 4, 2011
ACCOUNT PLANNING
Psychology + Journalism + Art + Sociology
2
Friday, March 4, 2011
ROUTE
Strategy’s place in the world
History lesson
Me
What’s great about the job?
BSSP- Cases
3
Friday, March 4, 2011
DEFINITION OF STRATEGY
4
“A careful plan or method...”
Friday, March 4, 2011
STRATEGY IS ALL AROUND US
5
Friday, March 4, 2011
6
Friday, March 4, 2011
Winners Bask in the Glory
7
Friday, March 4, 2011
Cricket- England win ashes this year- bask in the glory...
Strategy = Victory
8
Friday, March 4, 2011
Relationships, motivation and insight.David Saaker "We put some plans in place, myself and the bowlers, and they executed the plans really well. At the end of the day, coaches are only as good as their players most of the time it is about building a really good relationship with the five or six I have in the group and tactically taking the opposition apart."All I try and do is stimulate their brains so they really think about who they are actually playing against.
Strategy = Saving
9
Friday, March 4, 2011
Data smarts. Consultant saved match company money- solution- strike on one side
Strategy = Correct Predictions
10
Friday, March 4, 2011
Shell scenario planned their way around the oil crisis in the early 70s...This group still exists at Shell today and the process can also be found at think tank GBN- global business network
Strategy = Anticipate Next
11
Friday, March 4, 2011
Netflix going beyond the envelope...people as a strategic assett. Reed Hastings look for his presentations on internal culture
Strategy = Anticipate Next
12
Friday, March 4, 2011
Blockbuster sold yesterday for $290 million- netflix market capitalization is over $10 billion
Strategy = Understanding
13
Friday, March 4, 2011
Scott Atran psychology and anthropology...ronaldoinho, terminator, bin laden- moroccoobama- arrives....
Strategy = Understanding
14
“Tipping Point”
“10,000 hours”
Friday, March 4, 2011
Makes the complex understandableStorytelling- based on analysis and synthesis..
Act first, think later........
15
Friday, March 4, 2011
The Father of Account Planning
16
Friday, March 4, 2011
ACCOUNT PLANNING = BETTER ADVERTISING
17
Friday, March 4, 2011
Pollit and King at JWT...Pollitt all about ads - King about the brand
CHANGE
18
Friday, March 4, 2011
CHANGE
19
Friday, March 4, 2011
HE DIDN’T TRUST.......
20
Friday, March 4, 2011
Did what he/she wanted to do- what was best creatively
HE DIDN’T TRUST.....
21
Friday, March 4, 2011
Servant of the creatives or the client- not objective
HE DIDN’T TRUST.......
22
Friday, March 4, 2011
Lots of scientific testing- BMP model- account planners go out and do the research with consumers in their homes about the work- set up objectives and goals with their client service execs
NOW:
23
An accepted discipline worldwide
Clients demanding it
Thousands of planners
Beyond advertising- media/Hollywood
Skills highly relevant across different fields
Friday, March 4, 2011
ME
24
Friday, March 4, 2011
First Job- Out of Home Media
25
Friday, March 4, 2011
Second Job- Predict the Future
26
Friday, March 4, 2011
Breakthrough
27
Friday, March 4, 2011
Experience Includes:
28
Friday, March 4, 2011
WHAT MAKES THE JOB SO GREAT?
29
Friday, March 4, 2011
Never a Dull Moment
30
Friday, March 4, 2011
Always working on something new- where are we? where do we want to be? how are we going to get there? The planning cycle....
Find and Tell Stories
31
Friday, March 4, 2011
Getting your ideas across to inspire others- finding interesting ways to do this. Making films- creating presentations, telling human stories- create experiences so others can see
Have a Point of View
32
Friday, March 4, 2011
Doing it with a POV. The imperative is that you must have a thought yourself. An idea that you have to champion others on. Born out of your understanding and brought to life in a way that can help inspire great work
Work with Artists
33
Friday, March 4, 2011
Work with people who do amazing stuff outside work- photographers, artists, screenwriters- culture....Always remember you aren’t the artist, they are
Work in Teams
34
Friday, March 4, 2011
Work with others collectively collaboratively- be a facilitator-bring the best out of others...
Work in Teams
35
Friday, March 4, 2011
this can be challenging....
People Overload
36
Friday, March 4, 2011
Glue in the agency- outside bringing insights in from the outside and talking to people inside...Never at your desk..always in informal meetings, conversations- or out in the field learning about people.Cry...Focus groups...In-home...Notre Dame...
LEARN INVALUABLE SKILLS
37
Friday, March 4, 2011
A strategists skill has broad applications
Get to Make Stuff
38
Friday, March 4, 2011
Influx products -blog/conferences/white papers/consulting
Be Transformative
39
Friday, March 4, 2011
Be Transformative
40
Friday, March 4, 2011
Be Transformative
41
Friday, March 4, 2011
WHAT YOU CAN DO?
42
Friday, March 4, 2011
MAKE THE WORLD BETTER
“One of the reasons, I believe, is that humanitarians are abjectly ineffective at selling their causes. Any brand of toothpaste is peddled with far more sophistication than the life-saving work of aid groups. Do-gooders also have a penchant for exaggeration, so that the public often has more trust in the effectiveness of toothpaste than of humanitarian aid.”
Nicholas Kristof- NYT-July 8th, 2009
43
Friday, March 4, 2011
MAKE THE WORLD BETTER
44
Friday, March 4, 2011
Project some of you worked on - PLANNING FOR GOOD MODEL-
MAKE THE WORLD BETTER
45
Friday, March 4, 2011
Charity Water- No 1 hire was a designer
MAKE THE WORLD BETTER
46
Friday, March 4, 2011
Charity Water- No 1 hire was a designer
MAKE THE WORLD BETTER
47
Friday, March 4, 2011
Alex Bogusky’s Virgin brand for the C21st
FIND, CREATE AND BUILD
48
Friday, March 4, 2011
THIS GUY USED TO BE A PLANNER
49
Friday, March 4, 2011
STRATEGIC IDEA- WHY?
50
Friday, March 4, 2011
why is this packaging so boring- if you made it nicer and safer and do it in a way that fitted in with people’s lives- maybe they would have a different attitude
FIND, CREATE AND BUILD
51
Friday, March 4, 2011
FIND, CREATE AND BUILD
52
Friday, March 4, 2011
Innocent ad guys and consultants made smoothies one weekend - do you like them votes would give up their jobs and start a company...
FIND, CREATE AND BUILD
53
Friday, March 4, 2011
University of Colorado
FIND, CREATE AND BUILD
54
Friday, March 4, 2011
Twitter came out of a brainstorming effort to re-invent a podcasting company..SMS for groups..
WHAT ABOUT COMMUNICATIONS?
55
Friday, March 4, 2011
OPPORTUNITIES IN COMPLEXITY
56
Friday, March 4, 2011
57
Friday, March 4, 2011
So much more complexity- so much more fragmentation- opportunity to bring strategy across the communications arc and into specialist areas
The Creative Hydra
58
Friday, March 4, 2011
Team up with a digital team
http://www.quora.com/Xianhang-Zhang
59
THE WORLD OF UX
Friday, March 4, 2011
UX- A WORLD OF MULTIPLE POSSIBILITIES
60
Friday, March 4, 2011
Be the interaction designer- think about possibilities
STRATEGY AT BSSP
61
Friday, March 4, 2011
62
Our Glorious Founders
Friday, March 4, 2011
BSSP
18 years-old
Founders ex-Goodby
170 people
Sausalito, LA, NYC
Multi-disciplinary
Named Adweek’s Small Agency of the Decade in 2010
63
Friday, March 4, 2011
CLIENT LIST
64
Friday, March 4, 2011
Consumer
Want to expressthemselves
CultureBrandHistory of grassroots
tribesNewly accessible
technology
Converse
65
Friday, March 4, 2011
CONVERSE: BRAND DEMOCRACY
66
Friday, March 4, 2011
Consumer
Want to save the planeton their terms
CultureBrand
Challenges conventionThe environment is the leading concern/issue
for the future
MINI
67
Friday, March 4, 2011
ConsumerHunts for deals and brags
about them
CultureBrandNot about travel,
all about saving money
Priceline
68
Mindless spending can’tcontinue forever
Friday, March 4, 2011
QUESTIONS?
69
Friday, March 4, 2011
HTTP://WWW.INFLUXINSIGHTS.COM@COTTON
70
Friday, March 4, 2011
APPENDIX
71
Friday, March 4, 2011
ConsumerLooking to connect to
car brands with personality
CultureBrandFeisty challenger
Reality shows dominate, winners, losers, characters
plot lines
MINI
72
Friday, March 4, 2011
Consumer
Want to save the planeton their terms
CultureBrand
Challenges conventionThe environment is the leading concern/issue
for the future
MINI
73
Friday, March 4, 2011
ConsumerLooking for something
that works
CultureBrandThe biggest brand in the
outdoors Elitist attitude dominates
Columbia Sportswear
74
Friday, March 4, 2011
ConsumerWants to dresslike a woman
CultureBrandThe Gap’s fashion
boutiqueCasual clothing
rules
Piperlime
75
Friday, March 4, 2011
ConsumerWants to belong to something bigger
- strength in numbers
CultureBrand
Feisty challenger Interactive advertising
MINI
76
Friday, March 4, 2011
77
COLUMBIA: PIONEERS OF THE GREAT OUTDOORS
Friday, March 4, 2011
Recommended