Date post: | 06-May-2015 |
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WTF DOES A PLANNER DO?
LIVING THE DREAM
Not writing copy.Not directing art.Not managing accounts.Not something-something digital.Just throwing in witty remarks at meetings.Do you work at all?
STARTED IN THE UK IN THE 7OS
BY KING (JWT) AND POLLITT (DDB)
TO ADRESS A GAP AT THEIR AGENCIES
ACCOUNT PLANNING BRINGS
UNDERSTANDING OF THE CONSUMER
TO THOSE WHO NEED TO TALK TO THEM
ACCOUNT PLANNERS
ADVOCATES OF THE CONSUMER
Account represent client,Creatives the idea,but will anyone buy it?
ACCOUNT PLANNERS
TRANSLATORS OF FACTS
INTO MEANINGFUL STORIES
Don‘t go in the woods!
PLANNERS FIND/PRODUCE INSIGHTS
AND HOW IT CONNECTS TO A RELEVANT STRATEGY
THAT COULD LOOK LIKE THIS
Our new Passat is ideal for small families.And - how cool is that - you can start it with a remote control.
Young family fathers are now in their thirties.They are influenced by 80s pop culture like Star Wars etc.They want to be cool dads who make their kids lives exciting and pass on the things they enjoyed.
SafetyReliabilitySpaceNo Remote
WISDOM WE CAME UP WITH
WE ARE NOT HANDING OUT
LOCKED UP ALONE IN AN IVORY TOWER
WE SCOUT THE BIGGEST OPPORTUNITY
WE ARE HUNTING WITH THE WOLFPACK
WE DIRECT THE CHASE TO THE RIGHT TARGET
TO THE WORLD OF 60 YEAR MALE BEER DRINKERS
INTRODUCE 30 YEAR OLD FEMALE ART DIRECTORS
INSPIRE
WTF? How am I supposed to talk to them?
IDEALLY, IN MEETINGS THE PLANNER SHOULD BE
THE PERSON WITH THE MOST KNOWLEDGE ABOUT THE CONSUMER
GREAT MOMENTS IN ACCOUNT PLANNINGIMHO
OLD SPICE
Old Spice is an old P&G brand. And it had a problem with age.Older users were aging and aggressive brands like Axe were more appealing to young buyers.Worst of all: „You smell like my granddad.“ is not a comment you want to hear when using an after shave.Old Spice was old in every sense.
OLD SPICE IS THE SMELL OF EXPERIENCE.
WOMEN DIG EXPERIENCE.
So, how do you turn old into a good thing?
HONDA
Honda built a Diesel motor. So far, so good. Now they had built it from scratch and were particularly proud that it wasn‘t like any other Diesel. The challenge was to explain that Honda had built not just a better diesel, but a new Diesel: more silent, less loud, less dirty.How do you fit all that into a credible message?
NEW!
POSITIVE HATE
ISN‘T HATE THE BEST MOTIVATION
It was a problem until the planner noticedhow much the chief engineer hated Diesel motors.
FOR RADICAL CHANGE?
QUICK DRILL
YOUR FAVOURITE ADS, NOW!
TO CONVINCE:
TO BUY:
INSTEAD OF:
BECAUSE: