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What is planning? Wunderman explains.

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what is WUNDERMAN: AMANDA TATHAM LUIS DELGADO PLANNING Image Source: http://photos.jdhancock.com/
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Page 1: What is planning? Wunderman explains.

what is

WUNDERMAN:AMANDA TATHAMLUIS DELGADO

PLANNING

Image Source: http://photos.jdhancock.com/

Page 2: What is planning? Wunderman explains.

AGENDA:

1. What makes advertising effective

2. History of planning

3. The triangle of advertising effectiveness

4. What does a planner do and how

5. What is an insight

6. Defining a target audience

7. Art vs. relevancy

8. Lessons throughout

Image Source: http://photos.jdhancock.com/

Page 3: What is planning? Wunderman explains.

LESSON 1:

Always set an agenda. Even if you don’t end up following it.

Image Source: http://photos.jdhancock.com/

Page 4: What is planning? Wunderman explains.

WHAT MAKES ADVERTISING EFFECTIVE?

Page 5: What is planning? Wunderman explains.

“THE VERY BEST ADVERTISING REPRESENTS A SUCCESSFUL COLLABORATION BETWEEN THE AGENCY, THE CLIENT AND THE CONSUMER’S

PERSPECTIVE”

JON STEEL – PLANNING DIRECTOR AT WPP

Source: A Master Class in Brand planning: The Timeless Works of Stephen King - 2007

Page 6: What is planning? Wunderman explains.

WITHIN EACH RELATIONSHIP, EACH GROUP HAS A DIFFERENT OBJECTIVE

CONSUMER

I want something that makes my life better

Page 7: What is planning? Wunderman explains.

WITHIN EACH RELATIONSHIP, EACH GROUP HAS A DIFFERENT OBJECTIVE

CONSUMER

CLIENT

I want something that makes my life better

I want to hit targets and business objectives

Page 8: What is planning? Wunderman explains.

WITHIN EACH RELATIONSHIP, EACH GROUP HAS A DIFFERENT OBJECTIVE

CONSUMER

AGENCY CLIENT

I want something that makes my life better

I want to hit targets and business objectives

I facilitate the communication between the client and the consumer

Page 9: What is planning? Wunderman explains.

WITHIN EACH RELATIONSHIP, EACH GROUP HAS A DIFFERENT OBJECTIVE

CONSUMER

AGENCY CLIENT

I want something that makes my life better

I want to hit targets and business objectives

I facilitate the communication between the client and the consumer

I want to win awards and produce cutting-edge work

Page 10: What is planning? Wunderman explains.

HOW DOES THIS ACTUALLY COME

TOGETHER?

Image Source: http://photos.jdhancock.com/

Page 11: What is planning? Wunderman explains.

LET’S GO BACK IN TIME…

Page 12: What is planning? Wunderman explains.

1965LONDON

Source :http://farm2.static.flickr.com/1292/1054390872_531f582b0e.jpg

Page 13: What is planning? Wunderman explains.

Stanley PollitBoase Massimi Pollitt Agency

“ADVERTISING IS NOT ALWAYS RELEVANT

TO THE CONSUMER”

1965

Source: A Master Class in Brand planning: The Timeless Works of Stephen King - 2007

Page 14: What is planning? Wunderman explains.

1968

• Stephen King of JWT and Stanley Pollit of BMP are the forefathers of account planning.

PLANNING WAS BORN IN THE UK

Source: A Master Class in Brand planning: The Timeless Works of Stephen King - 2007

Page 15: What is planning? Wunderman explains.

1965MEANWHILE IN AUSTRALIA…

• In Australia the inventor of the role was David Brent, a senior researcher at Unilever

Source: http://en.wikipedia.org/wiki/Account_planning

Page 16: What is planning? Wunderman explains.

1982

AND THEN TO THE U.S.• The first agency in the United

States to implement Account Planning was Chiat\Day

(now TBWA\Chiat\Day)

• Jay Chiat, the co-founder of Chiat\Day and founder of account planning in the U.S., believed that account planning was critical to advertising and was making British ads better than US ads

Source: http://en.wikipedia.org/wiki/Account_planning

Page 17: What is planning? Wunderman explains.

LESSON 2:

Do your research and prepare.The details count.

Image Source: http://photos.jdhancock.com/

Page 18: What is planning? Wunderman explains.

LET’S RECAP

Page 19: What is planning? Wunderman explains.

CONSUMER

AGENCY CLIENT

I want something that makes my life better

I want to hit targets and business objectives

I facilitate the communication between the client and the consumer

I want to win awards and produce cutting-edge work

TRIANGLE OF ADVERTISING EFFECTIVENESS

Page 20: What is planning? Wunderman explains.

TRIANGLE OF ADVERTISING EFFECTIVENESS

ACCOUNT MANAGEMENT GOES HERE:

I REPRESENT THE CLIENT’S VOICE

CONSUMER

AGENCY CLIENTACCOUNT

MANAGEMENT

Image Source: http://photos.jdhancock.com/

Page 21: What is planning? Wunderman explains.

TRIANGLE OF ADVERTISING EFFECTIVENESS CONSUMER

AGENCY CLIENT

I REPRESENT THE AGENCY’S CREATIVE INPUT

THE CREATIVE TEAM GOES

HERE:

ACCOUNT MANAGEMENT

CREATIVE

Image Source: http://photos.jdhancock.com/

Page 22: What is planning? Wunderman explains.

TRIANGLE OF ADVERTISING EFFECTIVENESS CONSUMER

AGENCY CLIENT

I REPRESENT THE CONSUMER’S VOICE, INTERESTS AND ENSURE COMMUNICATION IS RELEVANT

PLANNER

THE PLANNER GOES HERE:

ACCOUNT MANAGEMENT

CREATIVE

Image Source: http://photos.jdhancock.com/

Page 23: What is planning? Wunderman explains.

TRIANGLE OF ADVERTISING EFFECTIVENESS CONSUMER

AGENCY CLIENTACCOUNT

MANAGEMENT

PLANNER

CREATIVE

Image Source: http://photos.jdhancock.com/

Page 24: What is planning? Wunderman explains.

BUT WHAT DOES A PLANNER DO AND HOW?

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Page 25: What is planning? Wunderman explains.

THERE ARE DIFFENT TYPE OF PLANNERS

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Page 26: What is planning? Wunderman explains.

THERE ARE DIFFENT TYPE OF PLANNERS

o Account plannero Brand plannero Communications plannero Media plannero Strategist

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Page 27: What is planning? Wunderman explains.

THERE ARE DIFFENT TYPE OF PLANNERS

o Discover and define the tasko Prepare the briefo Support concept

development o Present to the cliento Track the performance

o Account plannero Brand plannero Communications plannero Media plannero Strategist

Image Source: http://photos.jdhancock.com/

Page 28: What is planning? Wunderman explains.

67% of planners started on differentcareer paths

HOW DID WE GET TO BE PLANNERS?

Image Source: http://photos.jdhancock.com/Data source: 2011 Planner Survey

Page 29: What is planning? Wunderman explains.

Everyone loves a statistic.

LESSON 3:

Image Source: http://photos.jdhancock.com/

Page 30: What is planning? Wunderman explains.

UNDERSTAND YOUR CONSUMERS THROUGH RESEARCH

I like cat videos

I want something that my family loves

Saving money makes me feel good about myself

Image Source: http://photos.jdhancock.com/

Page 31: What is planning? Wunderman explains.

USE INTELLIGENCE AND DATA

TO BACK UP AND SELL YOUR IDEAS AND CONCEPTS

I can prove my idea will bring $$$ to your business

Image Source: http://photos.jdhancock.com/

Page 32: What is planning? Wunderman explains.

STAY RELEVANT TO CONSUMERS BY FOCUSING ON WHAT THEY WANT/NEED

Image Source: http://photos.jdhancock.com/

Page 33: What is planning? Wunderman explains.

PLANNERS NEED TO DEFINE THE TARGET AUDIENCE

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Page 34: What is planning? Wunderman explains.

What does the brand/ product

need to achieve?

What do they believe? What will motivate them? This is a psychological profile.

What are the key stats? Age, gender, geography,

income…

What channels will be most effective in reaching them?

Demographic:

Psychographics:

Past-times and media habits:

Brand objective:

Page 35: What is planning? Wunderman explains.

THE NEXT STEP IS DEVELOPING A CONSUMER INSIGHT

Storm-troopers need to feel a part of a community

Image Source: http://photos.jdhancock.com/

Page 36: What is planning? Wunderman explains.

LESSON 4:

The consumer is not Mr. Spock. Human brains are emotionally wired. Never lose your own (emotional) consumer instincts!

Image Source: http://photos.jdhancock.com/

Page 37: What is planning? Wunderman explains.

AN INSIGHT IS…

A RELEVATION ABOUT A HUMAN EMOTIONS/BEHAVIOUR WHICH CAN BE LEVERAGED TO BUILD A BRAND

Image Source: http://photos.jdhancock.com/

Page 38: What is planning? Wunderman explains.

Good insights don’t appear from thin air.

You need to consume a lot of information, let your subconscious mull it over, and give yourself time.

LESSON 5:

Image Source: http://photos.jdhancock.com/

Page 39: What is planning? Wunderman explains.

IDENTIFYING CONSUMER INSIGHTS TAKES…

• Time• Effort• Patience• Imagination• Creativity• Intelligence• Empathy• Passion

Image Source: http://photos.jdhancock.com/

Page 40: What is planning? Wunderman explains.

SPOT THE INSIGHTThe average first time mum in the UK is aged 29

Mums only get two hours a week to themselves

Mums feel the world is a dangerous place, and want to teach their kids to stay safe

Mums eat more chocolate than dads

Women give more to charity when they become mums

Source: J. \Walter Thompson - Vodafone

Page 41: What is planning? Wunderman explains.

SPOT THE INSIGHTThe average first time mum in the UK is aged 29 Why?

Mums only get two hours a week to themselves Why?

Mums feel the world is a dangerous place, and want to teach their kids to stay safe Psychological, Explanatory, Empathetic

Mums eat more chocolate than dads Why?

Women give more to charity when they become mums Why?

Source: J. \Walter Thompson - Vodafone

Page 42: What is planning? Wunderman explains.

Marmite Starts from the intensity of people’s likes and dislikes

VW Polo Starts from the car being an extension of the person

Guardian Starts from the desire for fairness

Cadbury Cream Egg Starts from a behavioural insight

Special Olympics Starts from feelings of embarrassment around disability

Skoda Starts from the gulf between how people feel and how they act

GOOD INSIGHTS SPARK GOOD CAMPAIGNS

Image Source: http://photos.jdhancock.com/

Page 43: What is planning? Wunderman explains.

• Unique and unchangeable

• Deep intuitive understanding of a person or thing

STRATEGIC PLANNING PROCESS

• Links back to the core insight

• More than one approach can be developed from the core insight

• Sometimes takes the form of a creative brief

• A plan of action to achieve the client’s business goals, possibly including a creative campaign, based on the core insight and strategic approach,

CORE INSIGHT STRATEGIC APPROACH

RESPONSE&

EXECUTION

Page 44: What is planning? Wunderman explains.

WHAT ABOUT THE CREATIVE

BRIEF?

INSIGHT

EXECUTION

IDEAPLANNERS

CREATIVE

Image Source: http://photos.jdhancock.com/

Page 45: What is planning? Wunderman explains.

A CREATIVE BRIEF INCLUDES…

• Business challenge: business situation, market situation, competitive

situation.

• Target audience: demographics (age, gender), psychographic

(personality), channels/lifestyle habits.

• Key insight: what is the key human connection.

• What supports your key insight: what are the findings from your

research that support your key insight.

• Thought starters: anything else that might help the creative team,

links to additional documents, brand guidelines.

• Mandatories: rules the creative have to live by.

Page 46: What is planning? Wunderman explains.

A CREATIVE BRIEF LOOKS

SOMETHING LIKE THIS…

Image source: Wunderman UK Creative Brief

Page 47: What is planning? Wunderman explains.

CREATIVELY INSPIRING

(ART)

RELEVANCY

(CONSUMER FOCUS)

GREAT ADVERTISING

CREATIVEPLANNINGImage Source: http://photos.jdhancock.com/

Page 48: What is planning? Wunderman explains.

LET’S LOOK AT AN EXAMPLE…

Page 49: What is planning? Wunderman explains.
Page 50: What is planning? Wunderman explains.

CREATIVE

• VISUALLY STRIKING• REPRESENTS THE BRAND AND THE

SPONSORSHIP IMPLICITLY • SHOWS FOR THE POWER OF PEOPLE• COPY IS INPIRING AND MEMMORABLE

Page 51: What is planning? Wunderman explains.

PLANNING• LINKED TO THE KEY INSIGHT AND

WHAT THE BRAND STANDS FOR – “IMPOSSIBLE IS NOTHING”, “THE POWER OF THE PEOPLE” SUPPORTS THE SPONSORSHIP OF THE OLYMPICS

• LET CONSUMERS FEEL “I AM PART OF SOMETHING BIGGER”

Page 52: What is planning? Wunderman explains.

LET’S TALK ABOUT PROCESS

Page 53: What is planning? Wunderman explains.

PITCHING

WIN

January

February

MarchApril

MayJune

July August

September

October

CLIENT BRIEF

CREATIVE BRIEFING

CREATIVE IDEA

CREATIVE PROPOSAL

PRODUCTION(MEDIA AGENCY)

CAMPAIGN LIVE

RESULTS

CAMPAIGN REVIEW

RESEARCH & INSIGHT MINING

PLANNING AND STRATEGY

Page 54: What is planning? Wunderman explains.

PITCHING

WIN

RESEARCH & INSIGHT MINING

January

February

MarchApril

MayJune

July August

September

October

CLIENT BRIEF

CREATIVE BRIEFING

CREATIVE IDEA

CREATIVE PROPOSAL

PRODUCTION(MEDIA AGENCY)

CAMPAIGN LIVE

RESULTS

CAMPAIGN REVIEW

CRITICAL!

PLANNING AND STRATEGY

Page 55: What is planning? Wunderman explains.

SUMMARY:

1. The role of planner in an agency is to represent the consumer’s

voice and interests

2. Planners use research to develop consumer insights and inform their

strategic thinking

3. Planners guide the creative team through writing the creative brief

and ensuring the output reflects the insight and objective (staying

on-brief)

4. Planners stay engaged throughout the advertising cycle and follow

up by reviewing the effectiveness of the advertising and developing

learnings for future campaigns

Page 56: What is planning? Wunderman explains.

LESSON 6: Recognise the difference between a presentation and a document (i.e. add value to each slide you present).Image Source: http://photos.jdhancock.com/

Page 58: What is planning? Wunderman explains.

Lesson 7:

Never stop asking questions

LESSON 8:Never stop asking questions.

QUESTIONS?

Image Source: http://photos.jdhancock.com/


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