Account Planning around the World

APG London 2 September 2008

Guy Murphy, JWT

Changing profile of world business

Source: World Bank

0

1

2

3

4

5

6

7

8

9

East Asiaand Pacific

South Asia Europe &Central Asia

Sub-Saharan

Africa

Middle East& N Africa

UK LatinAmerica &

Carib

GP

D g

row

th 2

000-

05 (

%)

The Planning ChallengeCategory Development Index

BrandDevelopment

Index

Low

Low

High

High

John QuelchHarvard Business School

Cannes Winners

1993 2006 % ch

Total Lions 229 330 +44

UK Lions 60 46 -23

Source: Cannes Lions International Advertising FestivalFilm, press, outdoor, direct categories

Cannes Press Gold Lions

1993 2006

BrazilFranceU.K.

U.K.USAItalyFrance

BrazilSpainSingaporeSweden

NorwayNetherlandsGermanyJapan

Line up

Business

Brands

Creativity

Account Planning

You

Where to?

The variables

Creative

Media

Research

Budget

Clients

Scale

Lifestyle

Support

Mapping the Planning worldEconomic

development

PlanningDevelopment

Mapping the Planning worldEconomic

development

PlanningDevelopment

JapanAustraliaCanadaFrance

USUK

ChinaRussia

ArgentinaSaudi

(Africa)

India

The strategic development of PlanningEconomic

development

PlanningDevelopment

JapanAustraliaCanadaFrance

USUK

ChinaRussia

Argentina(Africa)Saudi

India

Builddemand(prove)

Maintain leadership(innovate)

Securetrial

(pioneer)

Buildshare(push)

The required character of PlanningEconomic

development

PlanningDevelopment

The fighter The change agent

The pioneer The ‘creative’