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Account and Media Planning

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An overview of Account and Media Planning prepared for the University of Oregon.

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Account and Media Planning

  1. 1. Account & Media PlanningPrepared for the University of Oregon@eloch88@ldiard#dc_ducks
  2. 2. Today we’ll try to answer your questions•  Account and Media Planning overview I would like to hear about how you got I just want to learn your job, what your interests are and everything I can what you thought you would be when•  “Ad Agency” overview about the industry…I you were in our position. What sites do want to hear about you read regularly, and what kind of personal experiences, positions do you think will be available to•  How we personally got started stories, advice etc us in one, two or five years?•  Account Planning – more detail learn more about the media director/•  Media Planning – more detail account planner positions. advice and tips. stories about the industry.•  How we work together Im a senior, I need to get a•  What skills you need to have How do sport franchises job set for when I graduate use advertising? Do any in June. Help! sports teams have in-house•  How you can get started and hired advertisers? I would love to get more information about what each I am interested in hearing person at an advertising about how an actual ad agency is responsible for/a agency works and the day in the life of each job. comparisons of what we learn in school versus the real world ad agencies.2
  3. 3. Account & Media Planning overview: what we’re called Account Planning = Brand Strategy Other titles: Brand Planners Strategic Planner Propagation Planners Media Planning = Communications Planning Other titles: Channel Planner/Strategist Engagement Planner/Strategist Digital Strategist
  4. 4. Account & Media Planning overview: our relationship Brand Communications Strategy PlanningBeginning End Brand Consumer Channel
  5. 5. Ad Agency overview: our jobs are about Discovering opportunities and developing ideas that will drive our clients’ objectives5
  6. 6. Departments Account Brand Integrated Communications Creative Production PlanningManagement Strategy Supports the entire agency Human Office Finance IT Resources Administration 6
  7. 7. Mad Men version and who you think you’d be Account Brand Creative Production Media (TV)Management Strategy Finance Human Office Resources Administration7
  8. 8. How we personally got started8
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  11. 11. What is account planning?11
  12. 12. 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 agencys 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 clients 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
  13. 13. Five main tasks1.  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.13
  14. 14. RolesAnthropologistEthnographerResearcherPattern recognizerStatisticianSemioticianInterpreterBridgeEducatorInspirerStorytellerPersuaderPropagandistAdvocateSalesman14
  15. 15. How we do it consumer culture category competition client 15
  16. 16. How we do it Coherent with the brand culture, differentiated from the marketplace and better meets the needs of consumers Brand truth: Brand Promise Opportunity Market truth: Consumer truth: 16
  17. 17. How we do it17
  18. 18. Things we makeCreative briefs/springboardsBrand platformsTarget deep divesResearch plansNaming strategiesPresentationsPoints-of-view docsDiscussion guidesQuestionnaires18
  19. 19. 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)19
  20. 20. Things we make: consumer videos20
  21. 21. Things we make: charts to tell a story with data21
  22. 22. Things we make: word clouds to visualize data22
  23. 23. Things we make: perceptual maps Established Serious Fun Where would you put New University of Oregon?
  24. 24. 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 24Source: “Fly Girls” LA Times blog 3/24/10; http://nphewitt.blogspot.com/2009/02/esurance-earth-hour-2009.html
  25. 25. Things we make: talks, speeches, conversations25
  26. 26. Things we may make in the future: design elements for things like infographics Napoleon’s invasion of Russia and subsequent retreat, by Charles Minard.The first infographic.26
  27. 27. What is requiredExceptional thinking, communication and influence skillsLeadership, conviction and interpersonal skillsCuriosity, passion, humility and courageLiteracy and numeracyStrong liver and tolerance (and love) for absurdity27
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  29. 29. What is media planning?29
  30. 30. History of Media PlanningBegan with posters, hawkers, graffiti and coinsIn 1650 the first daily newspaper and first newspaper ads appeared inGermanyThe first ad agency was created in 1786 in LondonThe first U.S. ad agency opened in Philadelphia in 1850 and produced andplaced newspaper adsThe four-color rotary press is invented and magazines take off
  31. 31. What we do“The media team develops an understanding of how consumers interactwith media channels so that brands can become integral parts of theirlives.”Use consumer insights to drive more effective communicationWe work closely with Account Planning/Brand Strategy to develop mediabriefs that reflect insights that lead to integrated campaigns acrosstraditional, non-traditional and emerging mediaWe work closely with outside media reps to determine media opportunitiesand costsWe are in sales31
  32. 32. Five main tasks1.  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.32
  33. 33. RolesConsumer expertChannel expertStrategistCreatorAnalystEducatorCollaboratorNegotiatorResearcher33
  34. 34. There’s a lot to keep up withCompetitionHighly fragmented environmentConsumers want to be in controlBrands have become extensions ofconsumers’ identitiesConsumers are not afraid to givetheir opinions34
  35. 35. What is requiredExceptional thinking, communication and influence skillsLeadership and creativityCuriosityAnalytic ability and love for numbersSelf-directednessAttention to detail and organization35
  36. 36. How we do itRely on secondary research tounderstand consumers’ habitsResearch media channelsUse numbers to guide decisionsAlign with client objectivesBe creativeNegotiate with media vendorsSell a plan recommendation36
  37. 37. Things we makeMedia briefsTarget analysisMedia channel analysisMedia plan recommendationsFlowchartsPresentationsPoints-of-view docs37
  38. 38. Things we make: target analysis38
  39. 39. Things we make: media quintile analysis39
  40. 40. Things we make: social media word clouds40
  41. 41. Terminology you’ll encounterGRPsTRPsImpressionsCPMECPMCPRP4CBCTRBleedNetGrossHUTPUTLikesFriends41
  42. 42. Tools you’ll useSimmons (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)42
  43. 43. How account planning & mediaplanning intersect?43
  44. 44. Account & Media Planning overview: understanding the audience Brand Communications Strategy PlanningBeginning End Brand Consumer Channel
  45. 45. It’s about collaborationIt’s all about connecting with consumersConsumer insights help drive media channel selectionWe share research and ideasThe final result is advertising and media that capitalizes on the targetinsight and reaches consumers in the right place at the right timeIt’s about understanding the entire ecosystem of communication45
  46. 46. How to get started?46
  47. 47. 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 later47
  48. 48. ResourcesIndustry People Books• Trendwatching • Russell Davies • Envisioning Information• Trendcentral • Ed Boches • Impro: Improvisation and the• Institute of the Future • Gareth Kay Theater• Influx Insights • Folks at Made by Many • Perfect Pitch• 4AAAs • Faris • Truth, Lies and Advertising• WARC • Daniel Pink • The Creative Process• Ad Age • Tim Brown Illustrated: How Advertisings• Emarketer • Griffin Farley Big Ideas are Born• The Futures Company • The Chaos Scenario Business • Positioning: The Battle for• AIGA Journal • McKinsey• Slideshare Your Mind • Harvard Business Review • Fast Company • New York Times • Wall Street Journal • Financial Times
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