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Planning Integrated Communications
John GriffithsJune 11th
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Ground I am going to cover Why advertising planning needs translating
when applied elsewhere Applying account planning to different
disciplines Integrated communications: integrating
what exactly? Where in the process integration happens Defining a model playing field for planners
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Ad planning – Pride and Prejudice It’s the creative work stupid! Strategy means how you structure the
message Its all about developing the brand The brand personality is fixed You are trying to changing awareness and
attitudes There are two kinds of mass audience: those
who buy the product and those who don’t Measurement is difficult
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The Issues Affecting Planning Beyond Advertising….
Each discipline makes its money differently
Adding value in each discipline is different
Need to do this before we can resolve:
How integration makes its money How to add value to integration
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How Each Discipline Makes Its Money - IT VARIES
AdvertisingMedia commission
Fees related to media spend
Biggest accounts
Discipline Making money Making profit
DirectMarketing
Construction and operation of bespoke
medium: account handling/targeting
Complex accounts
SalesPromotion
Construction and operation of bespoke
mechanic: account handling
Complex Mechanics(any size)
SponsorshipFee proportionate
to size of sponsorshipBiggest
Accounts
Complexaccounts
Construction and operation of bespoke
medium: account handling/targeting
Web based
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How Each Discipline Adds Value - IT VARIES
AdvertisingEffective creative work
that creates massawareness/involvement
Discipline Adding value
DirectMarketing
Effectiveness of targetingand ability to solicit
response and conversion
SalesPromotion
Effectiveness ofmechanic and appeal to the trade and the client
SponsorshipLeveraging higher
awareness at lower costthan advertising
Reducing interaction costsOR Leveraging higher
InvolvementWeb based
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Putting Integrated campaigns together
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Why Integration Is a Great Idea It is cheaper for a client to use one agency than
lots of different ones Client only has to brief once Less miscommunication with a single briefing Strategic thinking in the round An integrated agency recommends the best route
not the discipline they are most accustomed to/make most money from/become most famous for
Campaign idea more powerful because of synergy across all the disciplines
Agency more accountable for results
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Why Integration Is a Terrible Idea
Sloppy briefing: client devolves marketing into the agency Agency has less money to play with and cuts corners: never
the same people resources as with individual agencies Integrated team of generalists perform less well than
specialists Integrated agencies are just as NIH-ish as other agencies when
they have to share a brief Creative idea stretched so far that it becomes an issue of
corporate identity rather than a strong creative idea universally strong in every channel
Accountability never happens it just becomes too complicated to evaluate the interplay between the different elements of the campaign
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How Integration Makes Money By blending the elements together
usually using the most profitable disciplines to subsidise the most visible!
EVERY agency wants ad accounts even if they never make money on them!
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Where Integration Adds Value
Strategy
Development
Implementation
The first major issue with integration is what are we integrating?
That’s why whenever integration is talked about we have to get people to define what they mean by the word
They will always claim that they integrate EVERYTHING and that no one else does it like them!
In reality you will find that integration happens at one of the following stages; NEVER at all of them largely because no one has the time or the money to follow and police the integrated product all the way through the process
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How Were You Going to Make Money?
Strategy
Development
Implementation
Integrating at the Strategy Stage Brilliant for winning business
without pitching –client pays to induct you!
Perfect for locking very senior clients in
Lots of fee income – for plannersIntegrating at Development Stage Often a bundling of services –
savings handed back to the client Excellent for getting more business
out of existing clientsIntegrating at Implementation
Stage Agency focuses on increasing
perceived value by customers Profit share in incremental income
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The 3 Rules for the Integrated Planner
Know where your pay packet is coming from….
Play to the strengths of the particular discipline and always add value
Run the length of the field: strategy, development and implementation: planning the most integrative function in an integrated team
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Introducing a model playing fieldfor the integrated planner
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The Integrated Planning Model
1. The brand as promise
3. The brand as experienceddirectly by the consumer
2. The brand as medium
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How the Elements Have Been Used in Isolation
Brand led business
Service led business
Media led business
E.g. Heinz
Eg The Economist
Eg J Sainsbury
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Where the Disciplines Add Value
Advertising
Sales PromotionPoint of saleInteractive CommsEvent marketing
Direct marketingDatabase marketingCRM
PRSponsorship
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The Planning skillset Required for Each
Psychologist
Private Investigator Accountant
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A new way of organising
Core Brand Promise team(Advertising led)
Line members of teamfunction first as specialistsThen as generalists to agree strongest blendof elements
Core Brand Medium team(Database/Media people)
Planner as team integrator
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A new way of organising
Core Brand Promise team(Advertising led)
Line members of teamfunction first as specialistsThen as generalists to agree strongest blendof elements
Core Brand Medium team(Database/Media people)
Planner as team integrator
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Appendix of Case Studies
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Evaluating Integrated campaigns: Business Link network Tyneside regional integrated advertising and
PR test before national roll out – control area set in Midlands – not integrated
Multiple evaluation sources Regional boost for quarterly tracking study used Carma to track key message themes in national and
regional press Traffic spreadsheets from Business Links daily inbound
telephone traffic and meetings with business advisers Showed Differences
Vs pre campaign benchmark in traffic volume and in SIC profiles
Vs control area in nature of press coverage
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Integrated development process: Accord launch 1998 Entire launch campaign developed at CDP: TV, fleet,
customer retention, dealership promotions, POS, and website. Even designed the PowerPoint presenter for the fleet sales teams and briefed inbound telesales staff on campaign themes
Used brand team/targeting teams to maintain consistency of tone of voice and targeting
Core creative idea developed by advertising creatives – disciplines worked autonomously to implement the idea
Copy tailored to company car drivers of particular models because we knew what they were driving and why they had originally bought
Placed cassette in existing Hondas when serviced at dealerships extolling merits of new model – ultimately reached more Honda owners than by using the database and conventional DM!
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