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Classroom lecture revised.
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How Current “Hot” U.S. How Current “Hot” U.S. Agencies Think, Write and Agencies Think, Write and
Draw:Draw:A Few Examples and The A Few Examples and The
Role of the Account Role of the Account Planner.Planner.
Adv 385/391Presented ByProfessor Neal M. BurnsAdvertising DepartmentThe University of Texas at Austin
What A Good Planner What A Good Planner Has . . .Has . . .
• A passion for advertising and a sensitivity to the creative process.
• Intuitive curiosity about consumers, current culture and values -- and an understanding of human relationships.
• They appreciate the changes technology has helped create in
communication.
• Know how to understand and use marketing and research data.
• They can translate research results into advertising action and are able and inspiring communicators.
• A strategic/visionary mind to create new openings.
• Continuous involvement as an integrated member of the account team
and agency leadership.
Where Did Planners Where Did Planners Come From Anyhow ?Come From Anyhow ?
• • A long line of cultural anthropologistsA long line of cultural anthropologists
• • A history of behavioral scientists involved with A history of behavioral scientists involved with advertisingadvertising
• • A British initiative to involve the consumerA British initiative to involve the consumer
• • Cultural & societal influencesCultural & societal influences
• • An emphasis on relevant creativeAn emphasis on relevant creative
Strategic Development Strategic Development StageStage
• Planners collect and synthesize data • Guide strategic development thru understanding
attitudes and behavior of people
• Gain insight into the consumer relationship with the brand and the advertising
• Define the positioning and relevant proposition
Personal relevancy encapsulates the rational and emotional appeals of the brand.
Creative Development Creative Development StageStage
• The planner may commission diagnostic research on rough ads to check whether the advertising is achieving the desired responses.
• The information will be interpreted/presented with sensitivity in order to stimulate the creative process further - and not stifle it.
The Approval StageThe Approval Stage• Bold or original work, that goes against conventions, sometimes has a rough ride. • Objective justification can help to win the case.
• The planner will help to provide reassurance on how and why the particular piece of advertising will work for the brand.
• It is not arbitrary -- it is messianic!
Overall Planning Overall Planning AchievementsAchievements
• Having a planner on an account has led to more
integration within the agency and better teamwork in trying to combine the needs of the client, the demands of the market, and the expectations of the consumer.
• The planner has brought an added dimension of understanding to the process of developing ads by stimulating discussion about: purchasing decisions, the brand-consumer relationship and how the advertising is working in specific circumstances.
Where Do Planners Stand Where Do Planners Stand In the Politics and Work In the Politics and Work Product of The Agency?Product of The Agency?
• It varies -- depends upon It varies -- depends upon ownership, performance, length of ownership, performance, length of
time in Agency and the emphasis on time in Agency and the emphasis on the creative product.the creative product.
• A “Department of Account A “Department of Account Planning” Planning” per se per se is less important is less important
than Strategic Thinking and than Strategic Thinking and Planning taking place.Planning taking place.
The Use of Personal The Use of Personal RelevanceRelevance
The 21The 21stst Century Century Strategic Account Strategic Account
PlannerPlanner• Strategy development for clientsStrategy development for clients
• Research, analyze and develop digital Research, analyze and develop digital strategy solutions that integrate the strategy solutions that integrate the
client’s digital message with traditional client’s digital message with traditional platforms. platforms.
• Pushes the limits of interactive innovation Pushes the limits of interactive innovation (including emerging platforms, social (including emerging platforms, social
media, mobile marketing, search media, mobile marketing, search marketing, display marketing, rich media, marketing, display marketing, rich media,
email marketing, etc.).email marketing, etc.).
Inside the Agency . . .Inside the Agency . . .
• Monitors industry and consumer Monitors industry and consumer trends updating both agency and trends updating both agency and
clients. clients. • Helps build and maintain client Helps build and maintain client
relationships. relationships. • Facilitate the growth of the Facilitate the growth of the
digital department. digital department. • Partners with creative teams, Partners with creative teams,
account management, production account management, production and media planning teams to and media planning teams to
develop and present insightful new develop and present insightful new business campaigns.business campaigns.
The New BriefThe New Brief
• At leading digital agencies planners find At leading digital agencies planners find the creative brief was no longer simple. the creative brief was no longer simple. • The planner must realize a new set of The planner must realize a new set of
deliverables had to be created. deliverables had to be created. – – some that say something, some that some that say something, some that
listen listen - some that make things happen – and all of - some that make things happen – and all of
which must be in the new brief. which must be in the new brief. • And there s a new creative team to work And there s a new creative team to work
with: Anne Benevuto calls it the Creative with: Anne Benevuto calls it the Creative Hydra. Hydra.
The Hydra (RG/A)The Hydra (RG/A)
The new team; conversant with the entire spectrumOf purchase behavior and The role each member ofTeam Hydra.
Defining New Defining New DeliverablesDeliverables
• For the planners, inspiring this multi- For the planners, inspiring this multi- brained monster requires an entirely brained monster requires an entirely
new approach to the brief, because new approach to the brief, because each of the Creative Hydra’s heads each of the Creative Hydra’s heads
demanded different information. demanded different information. • Failing to yield that information Failing to yield that information
meant that the Creative Hydra would meant that the Creative Hydra would never successfully create campaigns, never successfully create campaigns,
programs and experiences. But if they programs and experiences. But if they treated the Hydra right, they would treated the Hydra right, they would
produce great work in all these areas. produce great work in all these areas. He would even become their best He would even become their best
friend.friend.
So, Why does This So, Why does This Stuff Work?Stuff Work?
• It is culturally resonant.It is culturally resonant.• It speaks to what the brand delivers.It speaks to what the brand delivers.
• Because it is relevant to the target(s).Because it is relevant to the target(s).• Intelligence is paralleled in product’s Intelligence is paralleled in product’s
voice and respect for the customer.voice and respect for the customer.• It reinforces the character of the Brand It reinforces the character of the Brand
building off leverageable equity.building off leverageable equity.• It grasps and is designed for all media It grasps and is designed for all media
of the customer’s choice.of the customer’s choice.
And What Was The And What Was The Role Of The Account Role Of The Account
Planner?Planner?
They Got Lucky !They Got Lucky !
• Worked hard and spoke to dozens Worked hard and spoke to dozens of enthusiasts in the categoryof enthusiasts in the category
• Gained insights from others in the Gained insights from others in the “supply chain”“supply chain”
• Partnered with bright and Partnered with bright and supportive creatives.supportive creatives.
• Understood the category and Understood the category and what was current in society.what was current in society.
• Could incorporate customer Could incorporate customer behavior into the brief.behavior into the brief.
Produced A Produced A “Transcendental” “Transcendental”
Level of UnderstandingLevel of Understanding
• Planners risked going beyond the Planners risked going beyond the data and tried to make sense of a data and tried to make sense of a
broad collection of quantitative broad collection of quantitative and qualitative information.and qualitative information.
• Remembered the concept of “O I Remembered the concept of “O I I“ and developed a Point of View I“ and developed a Point of View
(POV).(POV).
How Do We Do Great How Do We Do Great Work? Work?
• Our Belief Is That The Customer Has The Our Belief Is That The Customer Has The Answer Answer
• OK, perhaps only part of the answerOK, perhaps only part of the answer• From That Answer We Can Develop an From That Answer We Can Develop an Effective Brand Position and Attitude . . . Effective Brand Position and Attitude . . .
• A Creative Brief That Reflects Those ThoughtsA Creative Brief That Reflects Those Thoughts• And a media recommendation that reflects And a media recommendation that reflects
market use. market use.
Any Questions or Any Questions or Comments ?Comments ?
So . . . What Applies In A So . . . What Applies In A Digital Social Networked Digital Social Networked
World?World?
• The importance of the 3The importance of the 3rdrd screen/mobile devicesscreen/mobile devices
• Likely social networks of the Likely social networks of the customers and prospectscustomers and prospects
• The equities of the brandThe equities of the brand• Tactical considerations of mass Tactical considerations of mass
mediamedia
The Digital Network The Digital Network Reach!Reach!
• Growth is phenomenalGrowth is phenomenal• Facebook has replaced Yahoo as the Facebook has replaced Yahoo as the
second-largest U.S. Web property. second-largest U.S. Web property. • May catch No. 1 Google, according May catch No. 1 Google, according
to web analytics firm Compete.to web analytics firm Compete.• In 1/1 FB had 134 million unique In 1/1 FB had 134 million unique
visitors – Yahoo a mere 132 m.visitors – Yahoo a mere 132 m.• Google reins supreme with monthly Google reins supreme with monthly
audiences of about 150 million.audiences of about 150 million.• Planners must see these Planners must see these
communities as part of their basic communities as part of their basic tool set. tool set.
And Is There Any Place And Is There Any Place For Conventional For Conventional
Media?Media?
The notion of integration for many starts with this question.
Key Elements In The Key Elements In The ProcessProcess
• Competition actions and share of Competition actions and share of market and voicemarket and voice
• A good sense of “the economic spirit”A good sense of “the economic spirit”• The websiteThe website
• Always the budget and time (speed to Always the budget and time (speed to market, for me, is always a market, for me, is always a
differentiator).differentiator).• Targeting – behavioral and choice.Targeting – behavioral and choice.
Addressable TV Addressable TV AdvertisingAdvertising
• Test showed that viewers in Test showed that viewers in households receiving ads targeted households receiving ads targeted
specifically at them were less specifically at them were less likely to change channels. likely to change channels.
• The technology and results, were The technology and results, were released 2/18/10, conducted released 2/18/10, conducted
during an undisclosed period in during an undisclosed period in Baltimore during 2009, and Baltimore during 2009, and
utilized technology developed by utilized technology developed by Invidi, a company backed by Invidi, a company backed by
WPP's GroupM unit. WPP's GroupM unit.
ExamplesExamples
SurpriseSurpriseHumorHumor
EngagementEngagementCall to actionCall to action
Sustaining Interest Sustaining Interest Following Environmental Following Environmental
DisastersDisasters• In most cases aftermath is not In most cases aftermath is not consideredconsidered
• Community health issues are assumed Community health issues are assumed to fall to local authoritiesto fall to local authorities
• Ecological degradation, coastline Ecological degradation, coastline erosion and more are not top of minderosion and more are not top of mind• This may be the very stuff on which This may be the very stuff on which
the afflicted area is dependent for the afflicted area is dependent for continued survival continued survival
Corporate Actions In Corporate Actions In Disaster or Environmental Disaster or Environmental
CircumstancesCircumstances• Philanthropic or charitablePhilanthropic or charitable
• 2. Contractual2. Contractual• Collaborative or AdversarialCollaborative or Adversarial
• Unilateral. Unilateral. • Corporations do not often Corporations do not often
collaborate or partner with NGO’s collaborate or partner with NGO’s or community based or community based
organizationsorganizations
In A Sense – Charities In A Sense – Charities CompeteCompete
Check out Check out www.everyclick .com for their “giving” ideas
One Firm’s Charitable One Firm’s Charitable Causes That Regularly Causes That Regularly
Receive Donations Receive Donations (Honest!)(Honest!)
Alliance for Children's Alliance for Children's Rights Rights
Anti-Defamation League Anti-Defamation League Asian American Justice Asian American Justice
Center Center Bet Tzedek Bet Tzedek
Brennan Center for Justice Brennan Center for Justice Center for International Center for International
Peace OrganizationsPeace OrganizationsHabitat for Humanity Habitat for Humanity
Human Rights First Human Rights First Hurricane Katrina Relief Hurricane Katrina Relief
Project Project
Lambda Legal Lambda Legal Lawyers Committee for Lawyers Committee for
Civil Rights of the San Civil Rights of the San Francisco Bay Area Francisco Bay Area
Legal Aid Foundation of Legal Aid Foundation of Los Angeles Los Angeles
Legal Services for Legal Services for Entrepreneurs Entrepreneurs
Mexican American Legal Mexican American Legal Defense and Educational Defense and Educational
Fund Fund
And More . . . And More . . .
Mississippi Center for Mississippi Center for Justice Justice
NAACP Legal Defense NAACP Legal Defense and Education Fund and Education Fund
National Council of La National Council of La Raza Raza
New York Lawyers for the New York Lawyers for the Public Interest Public Interest
Office of the Public Office of the Public Defender for Montgomery Defender for Montgomery
County (Maryland) County (Maryland) Public Counsel Public Counsel
Sanctuary for Families Sanctuary for Families Tenderloin AIDS Tenderloin AIDS
Resource Center Resource Center Legal Aid Society of NYCLegal Aid Society of NYC
Trial Advocacy Trial Advocacy Prosecution Program Prosecution Program
United States Court of United States Court of Appeals for the Ninth Appeals for the Ninth
Circuit Circuit Washington D.C. Area Washington D.C. Area
Lawyers for the ArtsLawyers for the Arts