Account planningin digital age

v0.3 (Beta)

Zigurds ZakisStrategic Planning and digital director

INSTINCT (BBDO Group, Russia)

BLOG: http://zz.typepad.com/engl

Presentation in ADCR Campus on Digital Communication

(Art Director Club Russia), May 2, 2010

Ad agency

Creativecompetences

Clientservicecompetences

AccountPlanning/Strategy

competences

Understanding

customer

Understanding

creativity

Understanding

business

Account Planning: 1960s-2000s

Understanding

customer and society

Understanding

creativity

Understanding

economy

Economy in a broader sense - business is to narrow. We have to think

whole picture, including also economy of client and its stakeholders, economy

of household etc.

Behavioral economics - new source of

inspiration and knowledge.

With networking economy the social aspect of every

activity becomes increasingly important.

Understanding

customer and society

Understanding

creativity

Understanding

economy

Understanding

technologywhat it enables rather than what is possible to do by it?

what does it mean to people, society and culture? What does it change in our lives, culture, society and economy?

Consumer

Cultureeconomy

technology

Competences

• Understanding consumer (incl. flexible use of research tools)

• Understanding creativity and creative processes

• Understanding communication

• Understanding channels (media) and platforms

• Understanding culture

• Understanding clients business

• Understanding economy, marketing and strategy in broader sense

Creative

Client

Account Planning

Don’t focus on technology.

Focus on

customer needs, wants and behavior

Focus on

trends and changes

in society, culture and consumption

What technology does

to people, society, culture

and economy

rather than

what technology can or can’t do

What doAccount planner

does?

Insight

The Brief

Briefing session

Simplifying and refocusing client briefto focus and inspire creative team:

What are specific business goals?

Where the business will come from?

What is the role of marketing communication?

Who are customers associated with growth?

A: What do they do (think/feel/do) today?

B: What do we want them to do (think/feel/do)?

What experience do they need to move from A to B?

Before creative brief

“THE ESSENCE OF A GREAT BRIEF IS

SACRIFICE”

“OUR JOB IS TO SIMPLIFY”

BILL BERNBACH

Creative briefsM&C Saatchi

FallonBBH

JvM

via: http://theplanninglab.typepad.com/

Creative brief

BBDO

get•to•byGet: (whom / target)

Who: (think/feel/do this)

To: (do think/feel/do this)

By telling them : (proposition)

Great account Planner

*Advertising Man

The Convergent Planner (Advertising Man!) should have:

1) Intellect of the brand architect

2) Financial acumen

of the management consultant

3) Geekiness of the hacker 

4) Curiosity of the social psychologist

Mark Hancock

AMV BBDO

http://holycow.typepad.com/

Dig Deep!Investigate things deeply

Curiosity

The most important letter

“People that are T-shaped: Broad and Deep”.

Broad in their skills and interests

and able to work with wide range or people.

Deep in their knowledge and experience in one or more disciplines.”

www.IDEO.com

2000

Reading“Read. Feed your Head. Think about what it means to you personally. Discuss with others.”

(Merry Baskins)

“Reading is for awesome people” (Faris Yakobs)

People skills,rather than technology knowledge

Participate

+Participating =

Listening + Talking + Listening + Sharing + Listening

Challenge assumptions

Chief Creative Insurgent

“An insurgent is defined as someone who challenges the status quo. My job is to question the very definition of marketing and communications and corporate structure”.

Alex BoguskyMDC

The border between Planning and Creative is disappearing:

http://zz.typepad.com/Engl

http://Twitter.com/zz_zigurds