account and media planning

Account & Media Planning Prepared for the University of Oregon

@eloch88 @ldiard #dc_ducks

Today we’ll try to answer your questions

• Account and Media Planning overview

•  “Ad Agency” overview

• How we personally got started

• Account Planning – more detail

• Media Planning – more detail

• How we work together

• What skills you need to have

• How you can get started and hired

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I would like to hear about how you got your job, what your interests are and what you thought you would be when you were in our position. What sites do you read regularly, and what kind of positions do you think will be available to us in one, two or five years?

learn more about the media director/account planner positions. advice and tips.

stories about the industry.

I just want to learn everything I can about the industry…I want to hear about personal experiences, stories, advice etc

I'm a senior, I need to get a job set for when I graduate

in June. Help!

I would love to get more information about what each

person at an advertising agency is responsible for/a day in the life of each job.

How do sport franchises use advertising? Do any

sports teams have in-house advertisers?

I am interested in hearing about how an actual ad agency works and the comparisons of what we learn in school versus the real world ad agencies.

Account & Media Planning overview: what we’re called

Account Planning = Brand Strategy

Media Planning = Communications Planning

Other titles: Brand Planners

Strategic Planner Propagation Planners

Other titles: Channel Planner/Strategist

Engagement Planner/Strategist Digital Strategist

Account & Media Planning overview: our relationship

Communications Planning

Brand Strategy

Brand Channel Consumer Beginning End

Ad Agency overview: our jobs are about

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Discovering opportunities and developing ideas that will drive

our clients’ objectives

Departments

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Account Management

Brand Strategy Creative

Integrated Production


Finance Human Resources IT Office

Administration

Supports the entire agency

Mad Men version and who you think you’d be

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Account Management

Brand Strategy Creative Production Media (TV)

Finance Human Resources

Office Administration

How we personally got started

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What is account planning?

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History of Account Planning

Advertising has always been “planned” but it was more on gut and individual observation, experience or opinion

Officially started in London in the ’60s •  1965 Stanley Pollitt at BMP

–  "The account planner is that member of the agency's team who is the expert, through

background, training, experience, and attitudes, at working with information and getting it

used - not just marketing research but all the information available to help solve a client's

advertising problems." - Stanley Pollitt

•  1968 Stephen King at JWT

Came to the US in the ‘80’s •  1982 Jane Newman and Jeff DeJoseph at Chiat/Day; grew the

business from $50 to $700 million •  Mid-1990’s Account Planning is everywhere

“It is the planner’s job to take all this information and funnel it down into a short idea that helps inspire and [give direction] to the creative department.”

Source: Wikipedia

Five main tasks

1.  Discover and define the opportunity and, when applicable, the advertising task (D/C doesn’t just make “ads”).

2.  Prepare the creative department to commence work. Agencies often use creative briefs but we emphasize the need to tell a compelling, clear story and call our brief document a springboard.

3.  Stay involved in creative development, nurturing the creative ideas or helping decide if any ideas won’t resonate with the consumer audience.

4.  Present the creative solutions to the client. The planner helps the client see how and why the work will be compelling to the target audience.

5.  Assess effectiveness and help apply learning to future creative work.

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Roles

Anthropologist Ethnographer Researcher

Pattern recognizer Statistician Semiotician

Interpreter Bridge Educator

Inspirer Storyteller Persuader

Propagandist Advocate Salesman

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consumer

category culture

competition client

How we do it

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Brand truth:

Consumer truth:

Market truth:

Brand Promise

Opportunity

Coherent with the brand culture, differentiated from the marketplace and better meets

the needs of consumers

How we do it

How we do it

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Things we make

Creative briefs/springboards

Brand platforms

Target deep dives

Research plans

Naming strategies

Presentations

Points-of-view docs

Discussion guides

Questionnaires

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Things we make: personas or target profiles

“John” 21-year-old male college student

•  Interested in account management… –  …but wishes he were Don Draper.

•  Comes from the suburbs; not from Oregon

•  Spends approx. 25-30 hrs/wk online (slightly less than the avg 18-24 y.o. American)

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Things we make: consumer videos

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Things we make: charts to tell a story with data

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Things we make: word clouds to visualize data

Serious Fun

Established

New

Things we make: perceptual maps

Where would you put University of Oregon?

Things we make: case studies

Brand promise: Elevate each guest experience above the ordinary

Brand voice: Stylish, modern, fun

Key features: •  Red: In-flight entertainment system offering

passenger chat, books, movies, video games, music and food service

•  Mood lighting: 12 different shades •  Safety video: Humorous animated film •  Internet connectivity: Wifi, Ethernet or via Red •  Exceptional personnel: Attractive flight attendants

on which a CW reality show was based

Tagline: The official airline of better

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Source: “Fly Girls” LA Times blog 3/24/10; http://nphewitt.blogspot.com/2009/02/esurance-earth-hour-2009.html

Things we make: talks, speeches, conversations

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Things we may make in the future: design elements for things like infographics

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Napoleon’s invasion of Russia and subsequent retreat, by Charles Minard.The first infographic.

What is required

Exceptional thinking, communication and influence skills

Leadership, conviction and interpersonal skills

Curiosity, passion, humility and courage

Literacy and numeracy

Strong liver and tolerance (and love) for absurdity

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What is media planning?

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History of Media Planning

Began with posters, hawkers, graffiti and coins

In 1650 the first daily newspaper and first newspaper ads appeared in Germany

The first ad agency was created in 1786 in London

The first U.S. ad agency opened in Philadelphia in 1850 and produced and placed newspaper ads

The four-color rotary press is invented and magazines take off

What we do

“The media team develops an understanding of how consumers interact with media channels so that brands can become integral parts of their lives.”

Use consumer insights to drive more effective communication

We work closely with Account Planning/Brand Strategy to develop media briefs that reflect insights that lead to integrated campaigns across traditional, non-traditional and emerging media

We work closely with outside media reps to determine media opportunities and costs

We are in sales

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Five main tasks

1.  Research the target audience and learn their relationship with media.

2.  Research media channels and various opportunities and negotiate with sales reps.

3.  Work with creative team to help them understand the media landscape and how the creative can come to life in particular channels.

4.  Crunch numbers.

5.  Present plan recommendations.

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Roles

Consumer expert Channel expert

Strategist Creator Analyst Educator

Collaborator Negotiator Researcher

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There’s a lot to keep up with

Competition

Highly fragmented environment

Consumers want to be in control

Brands have become extensions of consumers’ identities

Consumers are not afraid to give their opinions

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What is required

Exceptional thinking, communication and influence skills

Leadership and creativity

Curiosity

Analytic ability and love for numbers

Self-directedness

Attention to detail and organization

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How we do it

Rely on secondary research to understand consumers’ habits

Research media channels

Use numbers to guide decisions

Align with client objectives

Be creative

Negotiate with media vendors

Sell a plan recommendation

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Things we make

Media briefs

Target analysis

Media channel analysis

Media plan recommendations

Flowcharts

Presentations

Points-of-view docs

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Things we make: target analysis

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Things we make: media quintile analysis

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Things we make: social media word clouds

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Terminology you’ll encounter

GRPs TRPs Impressions CPM ECPM CPR P4CB CTR Bleed Net Gross HUT PUT Likes Friends 41

Tools you’ll use

Simmons (audience+media) MRI (audience+media) Mendelsohn (audience +media) Adviews (competitive) Comscore (websites) Netratings (websites) Nielsen (TV) Arbitron (radio) Doubleclick (ad serving) OMMA (digital magazine) U.S. Census (demographics)

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How account planning & media planning intersect?

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Account & Media Planning overview: understanding the audience


Brand Strategy

Brand Channel Consumer Beginning End

It’s about collaboration

It’s all about connecting with consumers

Consumer insights help drive media channel selection

We share research and ideas

The final result is advertising and media that capitalizes on the target insight and reaches consumers in the right place at the right time

It’s about understanding the entire ecosystem of communication

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How to get started?

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Getting started

• Develop your T-shape; be a generalist with an area of deep expertise

• Have passions and interests seemingly unrelated to “work”. Keep at them and take them further. It stretches your creativity and thinking

• Read a lot. Industry and non-industry related. Reading not only makes you more knowledgeable about everything, it helps your writing

•  Immerse yourself in the world. Know what’s going on with the economy, politics, trends, films, fashion, business, sports. It’s your job to understand culture

•  Intern, volunteer, start your own freelance practice

• Blog about your interests, ideas, your own research; develop a portfolio of your work

• Follow and try to engage with industry leaders

• Ask for informational interviews, go to networking events

•  Scour LinkedIn, find the agency/company you want to work for and worry about the position later

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Resources

Industry • Trendwatching

• Trendcentral

• Institute of the Future

• Influx Insights

• 4AAAs

• WARC

• Ad Age

• Emarketer

• The Futures Company

• AIGA Journal

• Slideshare

People • Russell Davies

• Ed Boches

• Gareth Kay

• Folks at Made by Many

• Faris

• Daniel Pink

• Tim Brown

• Griffin Farley

Business • McKinsey

• Harvard Business Review

• Fast Company

• New York Times

• Wall Street Journal

• Financial Times

Books

• Envisioning Information

• Impro: Improvisation and the

Theater

• Perfect Pitch

• Truth, Lies and Advertising

• The Creative Process

Illustrated: How Advertising's

Big Ideas are Born

• The Chaos Scenario

• Positioning: The Battle for

Your Mind

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Source: Wieden+Kennedy