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what is
comms planning
Julian Cole
head of comms planning, bbh nyc

2. the role of the Comms Planners in a
creative agency is to provide strategic
rigour to the implementation of a campaign

3. In a creative agency there are two types of
planners
comms planners
and
brand planners

4. they are the ying and yang
of planning any
great creative campaign

5. comms planners
are responsible
for the mechanics
of the campaign
brand planners
are responsible
for the message
of the campaign
5

6. a typical creative process
CLIENT
BRIEF
POSITIONING
BIG
IDEA
COMMS
TASKS
CAMPAIGN
CAMPAIGN
IMPLEMENTATION
TACTICS

7. brand planners take the lead in
getting to the Positioning
CLIENT
BRIEF
POSITIONING
BIG
IDEA
COMMS
TASKS
CAMPAIGN
CAMPAIGN
IMPLEMENTATION
TACTICS
comms planners play a supporting role

8. brand planner play a supporting role
CLIENT
BRIEF
POSITIONING
BIG
IDEA
COMMS
TASKS
CAMPAIGN
CAMPAIGN
IMPLEMENTATION
TACTICS
comms planners take the lead getting to the
Comms Tasks and Campaign Tactics

9. NOW FOR AN EXAMPLE
http://www.youtube.com/watch?v=7DzWvmdK2Ho
http://www.youtube.com/watch?v=7DzWvmdK2Hohttp://
www.youtube.com/watch?v=7DzWvmdK2Hohttp://
www.youtube.com/watch?v=7DzWvmdK2Hohttp://
www.youtube.com/watch?v=7DzWvmdK2Hohttp://
www.youtube.com/watch?v=7DzWvmdK2Hohttp://
www.youtube.com/watch?v=7DzWvmdK2Hohttp://
www.youtube.com/watch?v=7DzWvmdK2Hohttp://
www.youtube.com/watch?v=7DzWvmdK2Hohttp://
www.youtube.com/watch?v=7DzWvmdK2Hohttp://
www.youtube.com/watch?v=7DzWvmdK2Hohttp://
www.youtube.com/watch?v=7DzWvmdK2Hohttp://
www.youtube.com/watch?v=7DzWvmdK2Hohttp://
WATCH THE CASE STUDY FIRST
www.youtube.com/watch?v=7DzWvmdK2Ho

10. CAMPAIGN ARCHITECTURE
BUSINESS PROBLEM
POSITIONING
CAMPAIGN IDEA
BARRIER
BARRIER
BARRIER
COMMS
TASK 1
COMMS
TASK 2
COMMS
TASK 3
TACTICS
TACTICS
TACTICS

11. CAMPAIGN ARCHITECTURE
BUSINESS PROBLEM
LOST RELEVANCE WITH KEY
YOUTH MARKET
POSITIONING
CAMPAIGN IDEA
BARRIER
BARRIER
BARRIER
COMMS
TASK 1
COMMS
TASK 2
COMMS
TASK 3
TACTICS
TACTICS
TACTICS

12. business problem to positioning
(brand planner)
The brand planner looks for the
intersection of the product, cultural and
consumer truth that gives the brand a
positioning that is unique and ownable
in the market.
The Comms Planner aids in finding these
truths by analyzing relevant data

13. PRODUCT TRUTH
Puma creates sports clothes for everyday wear. They have
never been too serious, they only sponsor athletes that have
fun while competing (Pele, Maradona, Usain Bolt)
CULTURAL TRUTH
Sports advertising is dark, overcomplicated, technical,
serious and painful. e.g Nike ‘Just do it’
CONSUMER TRUTH
Life to them was a game, they were the after hours athlete.
The target were highly competitive in everything they did.
They loved whenever they got the opportunity to compete
socially against their friends.

14. POSITIONING
PUMA IS THE BRAND FOR THE AFTER HOURS
ATHLETE

15. BUSINESS PROBLEM
LOST RELEVANCE WITH KEY
YOUTH MARKET
POSITIONING
PUMA IS THE BRAND FOR THE
AFTER HOURS ATHLETE
CAMPAIGN IDEA
BARRIER
BARRIER
BARRIER
COMMS
TASK 1
COMMS
TASK 2
COMMS
TASK 3
TACTICS
TACTICS
TACTICS

16. BUSINESS PROBLEM
LOST RELEVANCE WITH KEY
YOUTH MARKET
POSITIONING
PUMA IS THE BRAND FOR THE
AFTER HOURS ATHLETE
CAMPAIGN IDEA
PUMA SOCIAL
BARRIER
BARRIER
BARRIER
COMMS
TASK 1
COMMS
TASK 2
COMMS
TASK 3
TACTICS
TACTICS
TACTICS

17. barriers to comms tasks
(comms planner & brand planner)
After the brand idea has been decided,
the planners then needs to identify the
barriers in the way to achieving that
positioning.
They do this by creating a consumer
journey to work out the barriers. The
Brand and Comms Planner then create
the tasks that the brand has to do to
overcome these barrier.

18. COMMS BARRIER
THE TARGET DOESN’T
KNOW WHAT AFTER
HOURS ATHLETES
MEANS
COMMS BARRIER
TARGET DOESNT
UNDERSTAND THE
RELATIONSHIP BETWEEN
PUMA AND AHA
COMMS BARRIER
HOW DO YOU MAKE
SURE THAT AFTER HOURS
ATHLETE IS A LEGITIMATE
THING

19. COMMS BARRIER
THE TARGET DOESN’T
KNOW WHAT AFTER
HOURS ATHLETES
MEANS
COMMS TASK 1
ESTABLISH THE AFTER
HOURS ATHLETE
COMMS BARRIER
TARGET DOESNT
UNDERSTAND THE
RELATIONSHIP BETWEEN
PUMA AND AHA
COMMS TASK 2
SHOW HOW PUMA
ADDS VALUE TO AFTER
HOURS ATHLETES
COMMS BARRIER
HOW DO YOU MAKE
SURE THAT AFTER HOURS
ATHLETE IS A LEGITIMATE
THING
COMMS TASK 3
INVITE NEW
CONSUMERS TO BE
AN AFTER HOURS
ATHLETES

20. BUSINESS PROBLEM
LOST RELEVANCE WITH KEY
YOUTH MARKET
POSITIONING
PUMA IS THE BRAND FOR THE
AFTER HOURS ATHLETE
CAMPAIGN IDEA
PUMA SOCIAL
TASK 1
ESTABLISH
TASK 2
ADD VALUE
TASK 3
INVITE
TACTICS
TACTICS
TACTICS

21. comms tasks to channels/tactics
(comms planner)
The Comms Planner then works with the
Media Planner to work out what are the
best channels to answer that task brief.
It is the job of the Comms Planner with
the Brand Planner to brief the creative
teams, publishers and agency partners.

22. COMMS BARRIER
THE TARGET DOESN’T
KNOW WHAT AFTER
HOURS ATHLETES
MEANS
COMMS TASK 1
ESTABLISH THE AFTER
HOURS ATHLETE
TACTICS
TV/CINEMA
PRINT/OUTDOOR
INSTORE
COMMS BARRIER
TARGET DOESNT
UNDERSTAND THE
RELATIONSHIP BETWEEN
PUMA AND AHA
COMMS TASK 2
SHOW HOW PUMA
ADDS VALUE TO AFTER
HOURS ATHLETES
TACTICS
PRODUCT LINE
DIGITAL HUB
COMMS BARRIER
HOW DO YOU MAKE
SURE THAT AFTER HOURS
ATHLETE IS A LEGITIMATE
THING
COMMS TASK 3
INVITE NEW
CONSUMERS TO BE
AN AFTER HOURS
ATHLETES
TACTICS
BAR ACTIVATIONS
INSTORE ACTIVATIONS
DIGITAL HUB

23. CAMPAIGN ARCHITECTURE
BUSINESS PROBLEM
LOST RELEVANCE WITH KEY
YOUTH MARKET
POSITIONING
PUMA IS THE BRAND FOR THE
AFTER HOURS ATHLETE
CAMPAIGN IDEA
PUMA SOCIAL
TASK 1
ESTABLISH
TV/CINEMA
PRINT/OUTDOOR
IN BAR
TASK 2
ADD VALUE
PRODUCT LINE
DIGITAL HUB
TASK 3
INVITE
ACTIVATIONS

24. campaign roll out
A campaign roll out helps to show the
timings of all the activity. It visualizes the
campaign in its entirety from a timings
perspective.
This will be done in conjunction with the
Media Planner who will plan when the
media goes live

25. CAMPAIGN ROLL OUT
AUG
SEP
OCT
NOV
DEC
JAN
TV/CINEMA
TASK 1
ESTABLISH
PRINT/OUTDOOR
FACEBOOK/TWITTER
RICH AND FLASH BANNERS
TASK 2
ADD VALUE
DIGITAL HUB/FOURSQUARE
RETAIL PRODUCTS
TASK 3
INVITE
BAR ACTIVATION
IN STORE ACTIVATION

26. campaign eco-system
The campaign eco-system is important to
help show how all the communication
elements work together and where they
are driving consumers.

27. CAMPAIGN ECO-SYSTEM
TV/CINEMA
PRINT/
OUTDOOR
BANNERS
(RICH AND
FLASH)
SEARCH
DIGITAL HUB
FACEBOOK/
TWITTER
TYPE OF LINK
IN-BAR
ACTIVATIONS
INSTORE
ACTIVATIONS
INDIRECT
DIRECT

28. key performance indicators
It is the role of the Comms Planner to take
the overall business objectives and break
them down into specific goals/targets for
the comms tasks and the executions that
answer that task.
They then must implement the tracking of
these tasks and report and optimize the
performance of the executions

29. GOAL FOR DIGITAL HUB
METRIC FOR SUCCESS
C
SALES GROWTH
PURCHASE INTENTION
TOP 3 SPORTS LIFESTYLE BRANDS
KEY IMAGE ATTRIBUTES
IS A SPORTS LIFESTYLE BRAND
IS A BRAND FOR ME
TARGET
ACTUAL
8%
10.4%
52%
66%
52%/46%
42%/66%
1,400,000
1,568,120
2:20
1:45
75%/60%
86%/76%
20%+
25%
COMMS TASKS - ADD VALUE
DIGITAL HUB
VISITS TO THE SITE
TIME ON SITE
EXIT POLL ON SITE
IS A SPORTS LIFESTYLE BRAND
IS A BRAND FOR ME
EXIT POLL ON SITE
ADDS VALUE TO MY NIGHT OUT VS.
CONTROL

30. 5 great resources
seminal book on comms planning
space race - an inside view of the future of communications planning - jim taylor
book on the basics of media planning
how to navigate the media flow - hamish pringle and jim marshall
great panel on comms planning
Antony Young, Scott Hagedorn, Jacki Kelly, Joshua Spanier, Paul Woolmington
my skillshare class on the topic
‘crash course in comms planning’
strategy essay on puma’s campaign
2011 jay chiat grand prix - puma social paper

31. 5 great resources
seminal book on comms planning
http://www.amazon.com/Space-Race-Inside-Communications-Planning/dp/0470094516http://
spacewww.amazon.com/Space-Race-Inside-Communications-Planning/dp/0470094516
race - an inside view of the future of communications planning - jim taylor
http://www.amazon.com/Spending-Advertising-Money-Digital-ebook/dp/B006GOXM5Y/
book on the basics of media planning
ref=sr_1_1?s=books&ie=UTF8&qid=1382405577&sr=1-1&keywords=how+to+navigate+the
how to navigate the media flow - hamish pringle and jim marshall
+media+flowhttp://www.amazon.com/Spending-Advertising-Money-Digital-ebook/dp/
great panel on comms planning
http://www.viddler.com/v/e47bf0e5http://www.viddler.com/v/e47bf0e5http://www.viddler.com/v/
e47bf0e5http://www.viddler.com/v/e47bf0e5http://www.viddler.com/v/e47bf0e5
Antony Young, Scott Hagedorn, Jacki Kelly, Joshua Spanier, Paul Woolmington
my skillshare class on the topic
http://www.skillshare.com/classes/social-good/Communications-Planning-Crash-Course/
527585589/http://www.skillshare.com/classes/social-good/Communications-Planning-Crash‘crash course in comms planning’
Course/527585589/
strategy essay on puma’s campaign
http://www.jaychiatawards.com/documents/winners2011/gold_droga5_puma.pdfhttp://
www.jaychiatawards.com/documents/winners2011/gold_droga5_puma.pdf
2011 jay chiat grand prix - puma social paper

32. leading comms planners
https://twitter.com/colleddyhttps://twitter.com/colleddy
Colleen Leddy, Group Comms Strategy Director, Droga5
https://twitter.com/lachhallhttps://twitter.com/lachhall
Lach Hall, Comms Strategy Director, Silver and Partners
Amber Finlay, Global Director of Comms Planning, Arnold Worldwide
https://twitter.com/its_amberhttps://twitter.com/https://
https://twitter.com/Lestermarkyhttps://twitter.com/Lestermarky
Mark Lester, Communications Planner, Carat
https://twitter.com/MJH001https://twitter.com/MJH001
Matt Houltham, Managing Partner, Naked
Eric Pakurar, Head of Strategy, Geometry Global
https://twitter.com/pakyouarehttps://twitter.com/pakyouare
http://www.linkedin.com/pub/christine-chen/4/503/84bhttp://
Christine Chen, Director of Communication Strategy, GS&P
Eric Druckenmiller, Communications Strategy Director, Anomaly
http://www.linkedin.com/in/ericdruckenmillerhttp://www.linkedin.com/

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