Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
Effectiveness is at the heart of everything we do. David Ogilvy himself wrote a series of full-page ads in the New York Times in the 1960s with headlines such as "How To Create Advertising That Sells." His most famous book, Ogilvy on Advertising, is packed with guidance on the success factors of effective campaigns.
However, the marketing landscape has changed beyond recognition in the past fifty years. We are delighted to share our latest publication, The Ogilvy & Mather guide to effectiveness. In it, Worldwide Effectiveness Director, Tim Broadbent, deals with one of the most central questions in marketing: how to increase the effectiveness of our campaigns.
As marketing budgets come under increasing pressure in response to economic uncertainty in Europe and elsewhere, effectiveness is rising higher on clients' agendas. The message is timely.
How Brands Grow : A summary of Byron Sharp's book on what marketers don't knowAmie Weller
Byron Sharp is a marketing professor who challenges traditional marketing theories in his book "How Brands Grow". Through rigorous scientific analysis, he developed three new marketing laws and simplified brand growth down to seven rules. The most important thing for growing a brand is availability - making the brand mentally and physically available to consumers when they are shopping. Brands should focus on developing distinctive assets that make the brand memorable, rather than differentiating themselves or focusing on loyalty programs. An "always on" marketing strategy of continuously reaching all potential customers is more effective for growth than short-term bursts of advertising or price promotions.
This 5-step process outlines developing a big idea for marketing. Step 1 is understanding the context and problem. Step 2 is identifying the core problem to be solved. Step 3 examines why the problem exists based on physical, economic, social and technological factors. Step 4 defines the single-minded proposition addressing the problem. Step 5 develops an umbrella idea, not just a tactic, to deliver the proposition through various media and tactics. The process emphasizes clearly defining the problem and focusing the idea on a concise single message people will remember.
Strategic Planning & the Importance of Consumer insightsKaren Saba
A high level presentation shedding light on what Strategic Planners really do at creative agencies and the importance of consumer insights in the world of planning. It is an interactive presentation with a 'Guess the insight' section at the end.
Please feel free to download, improve, and share the credits.
You can now download the presentation directly from Slideshare.
Here are 17 of the best free online tools for Digital Strategists to help cultivate killer insights on consumers, competitors and the industry. In this toolbox we you will find how to use each tool with an example insight drawn for the client, as well as each of their benefits and limitations.
The tools helps to conduct Consumer Research, Category Research, Discourse Analysis and Environmental analysis.
The document provides an overview of a brand strategy toolkit that is designed to help marketers and students create and implement effective brand strategies. It defines brand strategy as a plan to systematically develop a strong, coherent brand to enhance revenue and profits. The brand strategy process involves conducting a brand audit, analyzing the target market, developing brand elements, and creating an integrated communications strategy to ensure consistency across touchpoints.
Planning Hype - Engineering hype before a product launchJulian Cole
1. The document discusses strategies for generating hype and interest for a product before its launch, known as "planning hype".
2. It identifies five key triggers that can be used to create planning hype: scarcity, signalling, credibility, curiosity gaps, and creating a sense of FOMO.
3. Examples are provided for each trigger, describing real campaigns that successfully used those techniques to generate excitement and demand for products before they were available.
Here is a chance to create a "big idea" for your brand, which that big idea is then used through the organization. It would help frame the long range Brand Strategic Road Map, helping to frame the brand promise, strategy, story, freshness and experience behind the brand. That big idea also gets used to tell the brand's story, both internally through vision, values and behaviours, and externally by creating a brand position in the minds/hearts of consumers through mass communication, logos/packaging and the inshore experience.
The document discusses account planning in marketing communications. Account planning involves managing the four Ms: the right market, motivation, message, and media. It focuses on deeply understanding consumers to ensure marketing communications have the right message for the target audience. The account planner acts as a representative for consumers within agencies. Their role is to research consumers and provide insights to help create effective and creative advertising.
How to write a killer agency creative briefDavid Bell
The document provides tips on how to write an effective agency brief in 3 parts:
1) What makes a great brief including understanding the customer and fueling creative ideas.
2) How to uncover the 4 key creative triggers - the problem, customer insight, compelling message, and how to communicate it.
3) How to give constructive creative feedback by thinking like the customer, focusing on what works, and providing clear guidance for improvements.
The document is a presentation on creative planning given by Leon Phang at Miami Ad School. It discusses how creative planning is important to combine creativity and strategy. Phang believes the key is to be both creatively inspiring and relevant/differentiating. The rest of the presentation will cover the "creative domain" and tools for filling it. Strategic planning is important to get the basics right and avoid teams getting lost in the process without proper planning.
The document discusses how to approach big ideas in today's digital world. It advocates defining the creative brief, big idea, and engagement strategy in a more participatory way that considers how technologies and culture have changed. Specifically, it recommends:
1) Fueling the brief by understanding real problems and how audiences participate rather than just saying things at people.
2) Defining ideas as platforms that live on and are generous, multifaceted, responsive, and propagated rather than just TV campaigns.
3) Awesifying ideas by building ecosystems and engagement strategies tailored to cultural behaviors on channels like social networks, rather than just disrupting them.
4) Using the RISE framework to recruit,
The document discusses the process of planning an advertising campaign. It begins with defining a campaign and identifying the target audience. Next, the objectives and strategy are determined by answering the 5Ws and 1H. This involves identifying what to say, where the audience can be reached, why the campaign exists, when it will take place, and how the strategy and resources will be deployed. Then a budget is set and media plan created before developing advertisement messages and executing the campaign. Finally, the effectiveness is evaluated through various assessment methods. The overall process involves identifying objectives, creating a strategy, developing advertisements, and evaluating results.
Read our story on how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Help for the Brand Manager with tips on how to write a brand plan, including vision, mission, strategies, tactics, execution, and the overall writing and flow of the plan.
The document discusses what makes a big idea for marketing campaigns. It defines a big idea as a unifying force that increases emphasis on powerful, mind-blowing creative concepts. It then lists 10 qualities that set big ideas apart, including transformation, ownability, simplicity, originality, surprise, magnetism, infectiousness, contagiousness, egocentricity, and likability. Finally, it identifies three fundamental elements of a big idea: a piercing insight, brand connection, and concise expression. It provides examples for Snickers and Puma.
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
The document discusses creative ideas in branding and advertising. It explores what constitutes a creative idea versus a concept and how ideas can be applied to different marketing mediums like print ads. The document also examines how strong creative ideas differ from weak ones and provides tips on how to generate new ideas through proven techniques.
Creativity in Advertising discusses the key dimensions of creative advertising. It identifies five dimensions - originality, elaboration, flexibility, synthesis, and artistic value - and provides definitions and examples for each. Research by Robert Smith in the early 2000s quantified these dimensions and found that elaboration scored highest at 1.32, while originality also plays an important enabling role for effective advertising. The document examines what makes for successful creative advertising and how different dimensions of creativity can be measured.
A plan is a "to do" list, a guide to action.
It is an outline that directs a company's advertising effort. It includes planning the Creative Strategy, Media Strategy, Advertising Medium, Advertising Budget and Timeline. This lecture will explain the terms Creative Strategy, Media Strategy, list the several Advertising Medias available to us designers and briefly talk about the budget and timeline.
This is our brand management training workshop on brand positioning. Your brand positioning statement defines the target market, consumer benefits, both functional and emotional, as well as support points.
This presentation which I made during my stay at RED is a description of how an agency works and how it should. And then it gives a solution to the problems and tells how a Strategy dept in an agency should work
Strategic planning manager of a advertising agencyMirza Md. Ileush
Strategic planners at advertising agencies are responsible for developing strategies that focus on clients and consumers rather than just the brand. They write creative briefs and present pitches that consider the market, customers, and client needs. As the link between clients and creatives, planners are expert information gatherers who identify consumer insights and come up with big ideas that achieve client objectives and appeal to consumers through effective media execution. The main difference between account and strategic planning is that account planning voices consumer perspectives while strategic planning focuses on long-term business, brand, and organizational growth.
Creative Strategy: Planning and DevelopmentIndrajit Bage
The document discusses creative strategy and advertising creativity. It covers determining the advertising message and how it will be executed. It also discusses different creative processes, including gathering information, incubation, illumination, and verification. Additionally, it outlines developing a major selling idea, unique selling proposition, positioning, and using inherent drama or an image to communicate creatively. The goal is to plan an integrated marketing communications campaign centered on a theme over time.
The slides from my inaugural creative brief writing workshop. Theory and practice. Attendees had to complete a brief prior to the session, and their work was used to illustrate best brief writing practice. More sessions to follow.
This was a presentation that I gave back in April. Since then we have done more advanced Transmedia work and I hope to share that case study soon when we get the full results. Sorry it took so long to upload this.
Publicis Groupe - Using social data to inform campaign strategyBrandwatch
- Publicis Groupe is a global marketing and communications company with over 1,300 agencies and 77,000 employees worldwide.
- Each year since 2009, Maurice Lévy, the Board President of Publicis Groupe, has presented an annual creative video campaign directed by one of the group's agencies.
- In 2016, agency Marcel created "The Skippable Wishes" campaign featuring Maurice Lévy in parody commercials. Using social media analytics from Brandwatch, the campaign achieved over 31 million impressions on Twitter and strengthened Publicis Groupe's public image.
The Global Scholars Symposium 2015 will be held from May 21-24 at the Cambridge Union in Cambridge. The theme is "Building Impact: Listen, Learn, Act" and each day will focus on one element of building impact - listening, learning, and acting. A variety of prominent speakers will give keynote talks and participate in panels and workshops. Delegates will be assigned to thematic groups to explore issues in more depth. The goal is for speakers and delegates to reflect on the process of building impact, not just the outcomes, and discuss practical steps, learning from failures, and maintaining passion over the long term.
My Goal is to Erase the word “Digital” from Advertising Titles.
This presentation is a primer for traditional creatives that want to be more “digital”.
If you consider yourself a traditional creative in advertising, you need to know this stuff because the younger generation isn’t going to distinguish between digital and traditional, to them it will all just be “creative”.
Let’s get you up to speed…
The importance of creative strategy in online advertisingITDogadjaji.com
Prezentacija "The importance of creative strategy in online advertising" koju je Toni Došen održao na ABC Seminaru o Internet oglašavanju 8. aprila 2010. godine u Beogradu.
People’s attention is on their phone but they’re not looking for ads, they’re looking for content.
Content marketing is the new advertising because consumers are less likely to pay attention to what you have to say about yourself than what you have to say about the topics they care about. You'd rather be what they're interested in, rather than interrupt them from it.
The document proposes a creative strategy to increase visits by suburban mothers to Nordstrom stores. It suggests focusing on appealing to the target customers' desire for socialization and fashion by positioning Nordstrom as "The party where friends and fashion meet." Tactics would include direct mail invitations to fashion-themed events at Nordstrom and advertising promoting the idea of a celebration of friends and fashion.
The document provides an overview of a consultancy called Dosage that helps businesses grow by identifying weaknesses and opportunities for competitors to take them down. [1] Dosage runs workshops where they attack clients to uncover these vulnerabilities before competitors do. [2] They then work with clients to determine the best ways for the clients to address the vulnerabilities themselves through new products, strategies or other innovations. [3] This process is meant to help clients stay ahead of competitors by proactively addressing issues before competitors can exploit them.
The document discusses the changing global landscape of business and advertising, and how account planning must adapt. It notes that countries like Brazil, France, and the UK have seen significant growth in winning Cannes Lions awards. It also maps out the different levels of economic development and planning maturity in countries and regions around the world, noting that planning approaches need to match these levels, whether it be fighting to build demand, maintaining leadership through innovation, pioneering to secure trials, or pushing to build market share.
This document outlines various strategic management and planning frameworks including the rational model, PESTEL analysis, Porter's five forces, scenario planning, SWOT analysis, the value chain, product life cycle analysis, benchmarking, and stakeholder mapping. It also discusses corporate strategy topics such as developing a global business, portfolio analysis, methods of growth, and organizational structure types. Key performance metrics and supply chain management strategies are mentioned as well.
The document discusses three planning frameworks that can be used when coaching engagements:
1. The Coaching Card framework involves maintaining a card with details about the coaching context, hypothesis, goals, indicators to track progress, coaching tools, and notes. It provides structure throughout the coaching cycle.
2. The Personal Change Canvas framework uses a visual planning mechanism like a lean canvas to thoroughly plan the coaching engagement as a lean transformation. It documents context, objectives, obstacles, depth of change, and plan.
3. The Impact Map framework visualizes how to coach with highest impact by documenting the goal, actors, impact items to change behaviors, and deliverables to create impacts.
At the Account Planning Group of Canada, we’re committed to enhancing the reputation and standing of Account Planning here in Canada. To do that we need to understand how our peers, clients and colleagues perceive the standard of Account Planning in Canada today.
That’s why we’re publishing this Survey results.
Considering taking on a career in social media? First thing's first -- know what you're getting yourself into. In less than 140 words: PR, brand, content, customer service, advertising, design, project management, creative production, analytics -- all day, every single day.
This document provides an overview of various brand planning tools that can be used to map the gap between a company's current position and future potential. It describes tools like touch point audits, SWOT analyses, gap analyses, and generating consumer insights that were used to drive double and triple digit growth for clients. The tools are designed to harness the creativity of employees to better connect with consumer insights and marketplace trends.
The document provides guidance on developing an effective advertising strategy and creative brief. It emphasizes starting with clear brand vision and strategic objectives, and developing a "big idea" creative strategy that consistently communicates the brand's message over time. The document also stresses evaluating whether the creative expression truly reflects and accomplishes the strategic goals.
The document provides an overview of account and media planning roles at an advertising agency. It discusses:
- The main tasks of account planning including discovering opportunities, preparing creatives, staying involved in development, and assessing effectiveness.
- How account and media planners work together from understanding the brand, consumer, culture and competition to defining the brand truth and opportunity.
- The types of work account planners produce such as creative briefs, research, presentations and case studies to bring consumer insights to creatives.
- The skills required for the roles including strong communication, leadership, curiosity and tolerance for absurdity.
Design – Your Ultimate Competitive Advantage
Technology has flattened the competitive landscape, lowered the barrier for entry. The cost of starting a business is lower than it ever before. The ability to scale globally can happen faster than ever before. Today, having a great user experience is table stakes. The start of a good experience is a well-designed experience. Zack will teach you how thinking about the design of your product through the lens of your user is your ultimate competitive advantage.
The document provides an overview of an organizing for social media webinar. It introduces the speakers and discusses establishing cross-functional steering committees to guide social media strategy. It also covers new social media job roles, integrating marketing across silos, and balancing corporate control with grassroots engagement on social platforms. Questions from the audience are solicited at the end.
Blirt is a creative consulting firm that helps organizations lead better through creative thinking. They use visual thinking tools to improve communication, business models, and team performance. Originally a brand agency, Blirt realized creativity was needed across organizations. Their goal is unleashing creativity across entire organizations by applying tools to think differently, see clearly, and act with purpose.
The document discusses various aspects of creative planning and strategy development for advertising. It covers the importance of creativity in advertising, how to plan creative strategies by considering different perspectives, the creative process models, inputs that fuel creativity, developing major selling ideas, and using techniques like unique selling propositions and positioning to craft advertising campaigns. It also provides examples of famous advertising slogans and discusses finding inherent drama and creating brand images through creative strategies.
This document outlines the branding process used by Carty Design + Media. It is a 5 phase process that includes conducting research, clarifying strategy, designing identity, creating touchpoints, and managing assets. The goal is to establish direction, purpose, and energy for a company's brand. It affects all communications and promises kept to key audiences. An effective corporate branding process conveys the essence and character of a company to determine its viability.
BrandHOUSE is a creative consultancy that provides branding, advertising, graphic design, and social media services. They help clients communicate their stories and have conversations on their behalf to connect brands to people. BrandHOUSE uses transformational design and storytelling to build human connections and change perceptions. They work with clients in either a project-based or in-house partnership model.
This document discusses strategic planning in times of media revolution. It covers classic strategic planning approaches and how planning must evolve to Strategic Planning 2.0 to address today's complex, changing media landscape. Specifically, it discusses the need for five commitments in planning: business creativity, innovation marketing, understanding culture and context, defining brand strategies, and implementing plans. The document emphasizes that strategic and creative thinking is needed to identify the right intersection between logic and creativity.
The Integrated Planning System - Presentation for FUNNEL B2B Marketing event,...Rowan Hetherington
The document discusses the need to reimagine marketing using an integrated planning system approach. It outlines five steps for the integrated planning system: 1) understand inputs like the digital landscape and business priorities; 2) define objectives and key constituencies; 3) employ listening strategies like social media monitoring; 4) create a management plan; and 5) implement systemic changes across the marketing system. The appendix provides resources on IBM's marketing solutions and sources for further information.
This document provides an overview of account planning and management. It discusses key elements of daily tasks for account management and planning, including developing objectives and briefs. It emphasizes the importance of collaboration between creatives, planners, managers, and others. Various frameworks for strategic planning processes and developing objectives and ideas are presented. The brief development process and elements of a strong brief are also outlined.
If you knew that being a better client would get you better advertising could you do it? Here are some tips on how to be a Better Client and how to turn it into getting better work.
CrystalSign is an emerging and experienced BTL and outdoor advertising agency with pan-India operations. They have a team with expertise in direct marketing, promotions, events management, database management, and more. CrystalSign offers services including strategic planning, media planning and buying, public relations, BTL promotions, design, printing, displays, and distributive consulting. They have an in-house creative and production facility and over 200 associates across India for support.
CrystalSign is an experienced BTL and outdoor advertising agency with a pan-India presence. They have a team with specialized skills in direct marketing, promotions, events management, and database management. Many team members have worked with reputed brands. CrystalSign offers strategic planning, media planning and buying, public relations, BTL promotions, design services, printing and display solutions, and executes events, exhibitions, and promotions across India. They aim to help clients achieve their objectives through effective and optimized multichannel communication campaigns.
Based on this, you can craft your brand strategy and brand identity. Brand identity is the sum of all tangible (logo, typography, product features, pricing, name, color, slogan, packaging, etc.) and intangible (company culture, attitude, tone, communication style, etc.) elements of your brand.
CrystalSign is an experienced BTL and outdoor advertising agency with a pan-India presence. They have a team with specialized skills in direct marketing, promotions, events management, and database management. Many team members have worked with reputed brands. CrystalSign offers strategic planning, media planning and buying, public relations, BTL promotions, design services, printing and display solutions, and executes various on and offline promotional activities across India. They aim to effectively promote clients' brands through creative and cost-effective marketing solutions.
Social media branding for organizationsTodd Nilson
Building an effective social media presence does not start with creating a blog or Twitter profile. Businesses that are serious about and committed to a social media approach that serves the business need to create a roadmap that begins with an understanding of audience, goals, what will be said, and what will be measured... a Social Solution Suite.
BrandHOUSE is a creative consultancy that provides branding, advertising, print, and interactive design services to help clients communicate their stories and build human connections. They work with clients either as a project-based contractor or in-house partner to create brand strategies and identities. BrandHOUSE has 20 years of experience working with clients across many sectors locally, nationally, and internationally.
I had a chance to attend SXSW this year. I got in a car crash in my Taxi, I was part of the Homeless Hotspots debate and in-between I attended a few sessions which are shared here.
This document discusses fringe planning and how it can inspire innovators. It outlines how some agencies are establishing venture capital funds to commercialize their own ideas and generate revenue beyond client work. This allows agencies to control their fate and obtain half their revenue from client projects and half from owned intellectual property. The movement of agencies innovating beyond client work is growing as they recruit creative talent and identify consumer needs not met by existing products. Fringe planning could inspire agency innovators by finding solutions to consumer paradoxes and testing early concepts.
This document discusses the practice of propagation planning. It begins with Griffin Farley's background and experience in connection planning. Propagation planning is presented as the next evolution in planning theories after account planning and connection planning. The core of propagation planning is planning for how a message will spread from person to person through word of mouth and social channels. The document provides several case studies and examples of successful propagation strategies. It outlines how a propagation planner's role involves activities like moderating online communities and measuring the spread of creative assets.
The document discusses principles of propagation planning based on a presentation by Griffin Farley and Mike Monello. It summarizes four key points: 1) Rethink timing by targeting early adopters rather than the mass majority. 2) Rethink audience by targeting those with influence over the primary target. 3) Rethink the brief to focus on remarkable qualities, influencer groups, and fostering social experiences. 4) Propagation planning utilizes unique production, strong talent, engaging characters, demonstrating spread, personal touches, communal participation, live experiences, and real value to generate earned media through social spread.
These are lessons that I have learned from studying Propagation Planning in 2009. These lessons will help you understand the philosophy, review case studies and apply the method to your communication plans.
This document provides an overview of the history and role of account planning in advertising. It discusses how account planning has evolved from focusing on driving sales and generating profits in the 1960s to incorporating more consumer insights and brand strategy today. The document also provides advice for getting a job in account planning, such as gaining experience in related roles first and demonstrating a passion for advertising, culture, and human truths.
We have all heard about turning the marketing funnel upside down, but how do you have both traditional awareness needs combine with engaging influencers and advocates as wants? Propagation Planning might be the answer to that as we explore the meld of two schools of communication practice.
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How AI is Disrupting Service Industry More Than Design ThinkingBody of Knowledge
Artificial Intelligence (AI) and Design Thinking are two powerful tools that, when used together, can revolutionize the service industry. By combining these approaches, businesses can develop innovative solutions that enhance customer experience, increase efficiency, and drive growth. Here's how AI and Design Thinking are disrupting the service industry
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2. This weekend I watched the movie BIG with my family. The main character was promoted to VP of Product Development because he was able to bring insights about children to upper
management. The consumer (himself as a 14 year old boy) was the only thing he knew to talk about. The best planners are able to think about their consumers like that.
3. First Job in Advertising
It also hit home for me because my first job in advertising was marketing
toys.
4. year year year year year year
1 2 3-4 5-6 7 8-10
Since then I have had the pleasure of working on lots of different brands, but more importantly for a strategic planner was the opportunity to talk to lots of different consumer audiences.
5. My Goal Tonight
I want you to add something to your marketing tool box. Maybe it’s a theory, maybe it’s a blog I reference or maybe it’s a case study that I show you. If you don’t learn anything new come
talk to me afterwards.
6. Brand Planning Account Planning
Media Planning
Connection Planning
Propagation Planning
Transmedia Planning
These are the different forms of strategic planning that I am going to talk about tonight.
8. WHO DOES
BRAND PLANNING?
Research and Brand Managers in Marketing Departments, Brand Consulting Firms, Ad Agencies
9. WHAT DOES
BRAND PLANNING
PRODUCE?
Brand Positioning Statements, Brand Strategies, Brand Audits, Brand Propositions, Product Propositions, Consumer Motivational Drivers, Brand Portfolio Architectures, New Product
Development Ideas, Retail Store Environment Themes, Naming Results
10. TOOLS
TELL PRODUCT STORIES
I want to talk about how brand planning can tell product stories better.
11. Deliverable: Product Proposition
(Products O er _________ )
Oneness
Brotherhood Beauty Wonder
Truth Accomplishment Security Freedom
Justice Love Duty Wisdom
Book: The Experience Economy, developing meaningful consumer experiences
What is the core emotional meaning of this product and what does it offer
people?
12. Deliverable: Brand Positioning
Blog: Royal Society of Account Planning/ The Hero and the Outlaw Book
(Caregiver) Care for Others - Campbell Soup, (Creator) Craft Something New - Home Depot, (Ruler) Exert Control - American Express, (Member) Be OK just as they are - Dove, (Jester)
Have a Good Time - Miller Lite, (Lover) Find and give Love - Hallmark, (Warrior) Act Courageously - Nike, (Outlaw) Break the Rules - Harley-Davidson, (Magician) Affect Transformation -
Viagra, (Innocent) Retain or Renew Faith - Blue Bell Ice Cream, (Explorer) Maintain Independence - REI, Sage) Understand their World - Sprint Now Network
15. Before Account Planning
Client
Account
Director
Creative Research
Book: How to Plan Advertising
16. After Account Planning
Client
Account Account
Director Planner
Creative
Book: How to Plan Advertising
17. WHAT DOES
ACCOUNT PLANNING
PRODUCE?
Creative Briefs, Key Strategic Ideas, Business Building Tactics, Ongoing Awareness Tracking Studies, Surveys, Discussion Guides for Focus Groups, Communication Plans, Competitive
Audits, Consumer Profiles
18. TOOLS
FINDING INSIGHT
I want to talk about how account planning can help find better insights.
23. WHO DOES
MEDIA PLANNING?
Media Buying and Planning Agencies, Ad Agencies
24. TOOLS
LEVERAGE PARTNERS
I want to talk about how media planning can leverage partners better.
25. Lexus
Team One
Publishing
Content
Customization
http://work.canneslions.com/media/?award=2
26. What’s the di erence between
Media Planning and Connection Planning
Engagement
Media Plans
Plans
Reach & Relevance &
Frequency Context
Cost per Cost per
Thousand Advocate
(CPM) (CPA)
Share of Share of
Voice Culture
37. Branding as Matching Luggage
This doesn’t work in Transmedia Planning
Storytelling is incredibly important here
38. WHO DOES
TRANSMEDIA
PLANNING?
Communication Planning Firms, ARG Firms, Film Production Houses, Ad Agencies, 42 Entertainment, Campfire, GMD Studios, Desedo Films
39. WHAT DOES
TRANSMEDIA
PLANNING
PRODUCE?
Alternate Reality Games, Worlds that Brands Create, Remixed Content
40. TOOLS
COMBINE AND REMIX
I want to talk about how transmedia planning lets each medium tell a story by itself as it ladders up to a collective greater narrative.
41. TRUE BLOOD LAUNCH CASE STUDY
1 2 3 4 5
CREATIVE MARKET IDEA PARTICIPATORY FEEDBACK
STIMULUS INTELLIGENCE PROPAGATION PLATFORM POINTS
Campfire, Deep Focus, HBO at the Futures of Entertainment 3 Conference in Boston
44. WHO DOES
PROPAGATION
PLANNING?
Social Media Firms, Communication Planning Firms, Ad Agencies
45. WHAT DOES
PROPAGATION
PLANNING
PRODUCE?
Social Media Influencer Identification, Communication Plans, Organized Social Media Campaign Launch Strategies
1) This weekend I watched big with my family
2) The main character was promoted to VP of Product Development because he was able to bring insights about children to upper management. The consumer (himself as a 14 year old boy) was the only thing he knew to talk about.
3) The best planners are able to think about their consumers like that
I want you to add something to your marketing tool box. Maybe it’s a theory, maybe it’s a blog I reference or maybe it’s a case study that I show you. If you don’t learn anything new come talk to me afterwards.
Research and Brand Managers in Marketing Departments
Brand Consulting Firms
Ad Agencies
Brand Positioning Statements
Brand Strategies
Brand Audits
Brand Propositions
Product Propositions
Consumer Motivational Drivers
Brand Portfolio Architectures
New Product Development Ideas
Retail Store Environment Themes
Naming Results
What is the core emotional meaning of this product and what does it offer people?
(Caregiver) Care for Others - Campbell Soup
(Creator) Craft Something New - Home Depot
(Ruler) Exert Control - American Express
(Member) Be OK just as they are - Dove
(Jester) Have a Good Time - Miller Lite
(Lover) Find and give Love - Hallmark
(Warrior) Act Courageously - Nike
(Outlaw) Break the Rules - Harley-Davidson
(Magician) Affect Transformation - Viagra
(Innocent) Retain or Renew Faith - Blue Bell Ice Cream
(Explorer) Maintain Independence - REI
(Sage) Understand their World - Sprint Now Network
Ad Agencies
Creative Briefs
Key Strategic Ideas
Business Building Tactics
Ongoing Awareness Tracking Studies
Surveys
Discussion Guides for Focus Groups
Communication Plans
Competitive Audits
Consumer Profiles
Media Buying and Planning Agencies
Ad Agencies
Media Buying and Planning Agencies
Ad Agencies
Communication Planning Firms
ARG Firms
Film Production Houses
Ad Agencies
Alternate Reality Games
Worlds that Brands Create
Remixed Content
Social Media Firms
Communication Planning Firms
Ad Agencies
Social Media Influencer Identification
Communication Plans
Organized Social Media Campaign Launch Strategies