The case for Account Planning as the best job in the world

1. THE BEST JOB IN THE WORLD
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2. ACCOUNT PLANNING
Psychology + Journalism + Art + Sociology
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3. ROUTE
Strategy’s place in the world
History lesson
Me
What’s great about the job?
BSSP- Cases
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4. DEFINITION OF STRATEGY
“A careful plan or
method...”
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5. STRATEGY IS ALL AROUND US
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7. Winners Bask in the Glory
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Cricket- England win ashes this year- bask in the glory...

8. Strategy = Victory
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Relationships, motivation and insight.David Saaker "We put some plans in place, myself and the bowlers, and they executed the plans really well. At the end of the day, coaches are only as good
as their players most of the time it is about building a really good relationship with the five or six I have in the group and tactically taking the opposition apart."All I try and do is stimulate their brains
so they really think about who they are actually playing against.

9. Strategy = Saving
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Data smarts. Consultant saved match company money- solution- strike on one side

10. Strategy = Correct Predictions
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Shell scenario planned their way around the oil crisis in the early 70s...This group still exists at Shell today and the process can also be found at think tank GBN- global business
network

11. Strategy = Anticipate Next
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Netflix going beyond the envelope...people as a strategic assett. Reed Hastings look for his presentations on internal culture

12. Strategy = Anticipate Next
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Blockbuster sold yesterday for $290 million- netflix market capitalization is over $10 billion

13. Strategy = Understanding
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Scott Atran psychology and anthropology...
ronaldoinho, terminator, bin laden- morocco
obama- arrives....

14. Strategy = Understanding
“Tipping Point”
“10,000 hours”
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Makes the complex understandable
Storytelling- based on analysis and synthesis..

15. Act first, think later........
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16. The Father of Account Planning
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17. ACCOUNT PLANNING
=
BETTER ADVERTISING
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Pollit and King at JWT...Pollitt all about ads - King about the brand

18. CHANGE
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19. CHANGE
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20. HE DIDN’T TRUST.......
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Did what he/she wanted to do- what was best creatively

21. HE DIDN’T TRUST.....
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Servant of the creatives or the client- not objective

22. HE DIDN’T TRUST.......
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Lots of scientific testing- BMP model- account planners go out and do the research with consumers in their homes about the work- set up objectives and goals with their client
service execs

23. NOW:
An accepted discipline worldwide
Clients demanding it
Thousands of planners
Beyond advertising- media/Hollywood
Skills highly relevant across different fields
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24. ME
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25. First Job- Out of Home Media
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26. Second Job- Predict the Future
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27. Breakthrough
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28. Experience Includes:
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29. WHAT MAKES THE JOB SO GREAT?
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30. Never a Dull Moment
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Always working on something new- where are we? where do we want to be? how are we going to get there? The planning cycle....

31. Find and Tell Stories
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Getting your ideas across to inspire others- finding interesting ways to do this. Making films- creating presentations, telling human stories- create experiences so others can see

32. Have a Point of View
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Doing it with a POV. The imperative is that you must have a thought yourself. An idea that you have to champion others on. Born out of your understanding and brought to life in
a way that can help inspire great work

33. Work with Artists
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Work with people who do amazing stuff outside work- photographers, artists, screenwriters- culture....Always remember you aren’t the artist, they are

34. Work in Teams
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Work with others collectively collaboratively- be a facilitator-bring the best out of others...

35. Work in Teams
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this can be challenging....

36. People Overload
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Glue in the agency- outside bringing insights in from the outside and talking to people inside...Never at your desk..always in informal meetings, conversations- or out in the field
learning about people.Cry...Focus groups...In-home...Notre Dame...

37. LEARN INVALUABLE SKILLS
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A strategists skill has broad applications

38. Get to Make Stuff
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Influx products -blog/conferences/white papers/consulting

39. Be Transformative
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40. Be Transformative
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41. Be Transformative
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42. WHAT YOU CAN DO?
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43. MAKE THE WORLD BETTER
“One of the reasons, I believe, is that humanitarians are
abjectly ineffective at selling their causes. Any brand of
toothpaste is peddled with far more sophistication than the
life-saving work of aid groups. Do-gooders also have a
penchant for exaggeration, so that the public often has
more trust in the effectiveness of toothpaste than of
humanitarian aid.”
Nicholas Kristof- NYT-July 8th, 2009
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44. MAKE THE WORLD BETTER
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Project some of you worked on -
PLANNING FOR GOOD MODEL-

45. MAKE THE WORLD BETTER
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Charity Water- No 1 hire was a designer

46. MAKE THE WORLD BETTER
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Charity Water- No 1 hire was a designer

47. MAKE THE WORLD BETTER
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Alex Bogusky’s Virgin brand for the C21st

48. FIND, CREATE AND BUILD
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49. THIS GUY USED TO BE A PLANNER
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50. STRATEGIC IDEA- WHY?
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why is this packaging so boring- if you made it nicer and safer and do it in a way that fitted in with people’s lives- maybe they would have a different attitude

51. FIND, CREATE AND BUILD
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52. FIND, CREATE AND BUILD
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Innocent ad guys and consultants made smoothies one weekend - do you like them votes would give up their jobs and start a company...

53. FIND, CREATE AND BUILD
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University of Colorado

54. FIND, CREATE AND BUILD
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Twitter came out of a brainstorming effort to re-invent a podcasting company..SMS for groups..

55. WHAT ABOUT COMMUNICATIONS?
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56. OPPORTUNITIES IN COMPLEXITY
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So much more complexity- so much more fragmentation- opportunity to bring strategy across the communications arc and into specialist areas

58. The Creative Hydra
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Team up with a digital team

59. THE WORLD OF UX
http://www.quora.com/Xianhang-Zhang
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60. UX- A WORLD OF MULTIPLE POSSIBILITIES
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Be the interaction designer- think about possibilities

61. STRATEGY AT BSSP
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62. Our Glorious Founders
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63. BSSP
18 years-old
Founders ex-Goodby
170 people
Sausalito, LA, NYC
Multi-disciplinary
Named Adweek’s Small Agency of the Decade in 2010
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64. CLIENT LIST
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65. Converse
Brand Culture
History of grassroots Newly accessible
tribes technology
Consumer
Want to express
themselves
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66. CONVERSE: BRAND DEMOCRACY
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67. MINI
Brand Culture
The environment is the
Challenges convention leading concern/issue
for the future
Consumer
Want to save the planet
on their terms
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68. Priceline
Brand Culture
Not about travel, Mindless spending can’t
all about saving money continue forever
Consumer
Hunts for deals and brags
about them
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69. QUESTIONS?
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70. HTTP://WWW.INFLUXINSIGHTS.COM
@COTTON
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71. APPENDIX
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72. MINI
Brand Culture
Reality shows dominate,
Feisty challenger winners, losers, characters
plot lines
Consumer
Looking to connect to
car brands with
personality
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73. MINI
Brand Culture
The environment is the
Challenges convention leading concern/issue
for the future
Consumer
Want to save the planet
on their terms
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74. Columbia Sportswear
Brand Culture
The biggest brand in the
Elitist attitude dominates
outdoors
Consumer
Looking for something
that works
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75. Piperlime
Brand Culture
The Gap’s fashion Casual clothing
boutique rules
Consumer
Wants to dress
like a woman
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76. MINI
Brand Culture
Feisty challenger Interactive
advertising
Consumer
Wants to belong to
something bigger
- strength in numbers
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77. COLUMBIA: PIONEERS OF THE GREAT OUTDOORS
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