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

1. Account & Media Planning
Prepared for the University of Oregon
@eloch88
@ldiard
#dc_ducks

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
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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
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• 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?
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information about what each
I am interested in hearing person at an advertising
about how an actual ad agency is responsible for/a
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comparisons of what we
learn in school versus the
real world ad agencies.
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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. Account & Media Planning overview: our relationship
Brand Communications
Strategy Planning
Beginning End
Brand Consumer Channel

5. Ad Agency overview: our jobs are about
Discovering opportunities and
developing ideas that will drive
our clients’ objectives
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6. Departments
Account Brand Integrated Communications
Creative Production Planning
Management Strategy
Supports the entire agency
Human Office
Finance IT
Resources Administration
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7. Mad Men version and who you think you’d be
Account Brand
Creative Production Media (TV)
Management Strategy
Finance Human Office
Resources Administration
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8. How we personally got started
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11. What is account planning?
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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 agency's 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 client's
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. Five main tasks
1. 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.
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14. Roles
Anthropologist
Ethnographer
Researcher
Pattern recognizer
Statistician
Semiotician
Interpreter
Bridge
Educator
Inspirer
Storyteller
Persuader
Propagandist
Advocate
Salesman
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15. How we do it
consumer
culture category
competition
client
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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:
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17. How we do it
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18. Things we make
Creative briefs/springboards
Brand platforms
Target deep dives
Research plans
Naming strategies
Presentations
Points-of-view docs
Discussion guides
Questionnaires
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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)
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20. Things we make: consumer videos
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21. Things we make: charts to tell a story with data
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22. Things we make: word clouds to visualize data
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23. Things we make: perceptual maps Established
Serious Fun
Where would you put
New University of Oregon?

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
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Source: “Fly Girls” LA Times blog 3/24/10; http://nphewitt.blogspot.com/2009/02/esurance-earth-hour-2009.html

25. Things we make: talks, speeches, conversations
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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.
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27. What is required
Exceptional thinking, communication and influence skills
Leadership, conviction and interpersonal skills
Curiosity, passion, humility and courage
Literacy and numeracy
Strong liver and tolerance (and love) for absurdity
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29. What is media planning?
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30. History of Media Planning
Began with posters, hawkers, graffiti and coins
In 1650 the first daily newspaper and first newspaper ads appeared in
Germany
The first ad agency was created in 1786 in London
The first U.S. ad agency opened in Philadelphia in 1850 and produced and
placed newspaper ads
The four-color rotary press is invented and magazines take off

31. What we do
“The media team develops an understanding of how consumers interact
with media channels so that brands can become integral parts of their
lives.”
Use consumer insights to drive more effective communication
We work closely with Account Planning/Brand Strategy to develop media
briefs that reflect insights that lead to integrated campaigns across
traditional, non-traditional and emerging media
We work closely with outside media reps to determine media opportunities
and costs
We are in sales
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32. Five main tasks
1. 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.
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33. Roles
Consumer expert
Channel expert
Strategist
Creator
Analyst
Educator
Collaborator
Negotiator
Researcher
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34. There’s a lot to keep up with
Competition
Highly fragmented environment
Consumers want to be in control
Brands have become extensions of
consumers’ identities
Consumers are not afraid to give
their opinions
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35. What is required
Exceptional thinking, communication and influence skills
Leadership and creativity
Curiosity
Analytic ability and love for numbers
Self-directedness
Attention to detail and organization
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36. How we do it
Rely on secondary research to
understand consumers’ habits
Research media channels
Use numbers to guide decisions
Align with client objectives
Be creative
Negotiate with media vendors
Sell a plan recommendation
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37. Things we make
Media briefs
Target analysis
Media channel analysis
Media plan recommendations
Flowcharts
Presentations
Points-of-view docs
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38. Things we make: target analysis
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39. Things we make: media quintile analysis
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40. Things we make: social media word clouds
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41. Terminology you’ll encounter
GRPs
TRPs
Impressions
CPM
ECPM
CPR
P4CB
CTR
Bleed
Net
Gross
HUT
PUT
Likes
Friends
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42. Tools you’ll use
Simmons (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)
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43. How account planning & media
planning intersect?
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44. Account & Media Planning overview: understanding the audience
Brand Communications
Strategy Planning
Beginning End
Brand Consumer Channel

45. It’s about collaboration
It’s all about connecting with consumers
Consumer insights help drive media channel selection
We share research and ideas
The final result is advertising and media that capitalizes on the target
insight and reaches consumers in the right place at the right time
It’s about understanding the entire ecosystem of communication
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46. How to get started?
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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 later
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48. Resources
Industry 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 Advertising's
• 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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