How Current “Hot” U.S. How Current “Hot” U.S. Agencies Think, Write and Agencies Think, Write and

Draw:Draw:A Few Examples and The A Few Examples and The

Role of the Account Role of the Account Planner.Planner.

Adv 385/391Presented ByProfessor Neal M. BurnsAdvertising DepartmentThe University of Texas at Austin

What A Good Planner What A Good Planner Has . . .Has . . .

• A passion for advertising and a sensitivity to the creative process.

• Intuitive curiosity about consumers, current culture and values -- and an understanding of human relationships.

• They appreciate the changes technology has helped create in

communication.

• Know how to understand and use marketing and research data.

• They can translate research results into advertising action and are able and inspiring communicators.

• A strategic/visionary mind to create new openings.

• Continuous involvement as an integrated member of the account team

and agency leadership.

Where Did Planners Where Did Planners Come From Anyhow ?Come From Anyhow ?

• • A long line of cultural anthropologistsA long line of cultural anthropologists

• • A history of behavioral scientists involved with A history of behavioral scientists involved with advertisingadvertising

• • A British initiative to involve the consumerA British initiative to involve the consumer

• • Cultural & societal influencesCultural & societal influences

• • An emphasis on relevant creativeAn emphasis on relevant creative

Strategic Development Strategic Development StageStage

• Planners collect and synthesize data • Guide strategic development thru understanding

attitudes and behavior of people

• Gain insight into the consumer relationship with the brand and the advertising

• Define the positioning and relevant proposition

Personal relevancy encapsulates the rational and emotional appeals of the brand.

Creative Development Creative Development StageStage

• The planner may commission diagnostic research on rough ads to check whether the advertising is achieving the desired responses.

• The information will be interpreted/presented with sensitivity in order to stimulate the creative process further - and not stifle it.

The Approval StageThe Approval Stage• Bold or original work, that goes against conventions, sometimes has a rough ride. • Objective justification can help to win the case.

• The planner will help to provide reassurance on how and why the particular piece of advertising will work for the brand.

• It is not arbitrary -- it is messianic!

Overall Planning Overall Planning AchievementsAchievements

• Having a planner on an account has led to more

integration within the agency and better teamwork in trying to combine the needs of the client, the demands of the market, and the expectations of the consumer.

• The planner has brought an added dimension of understanding to the process of developing ads by stimulating discussion about: purchasing decisions, the brand-consumer relationship and how the advertising is working in specific circumstances.

Where Do Planners Stand Where Do Planners Stand In the Politics and Work In the Politics and Work Product of The Agency?Product of The Agency?

• It varies -- depends upon It varies -- depends upon ownership, performance, length of ownership, performance, length of

time in Agency and the emphasis on time in Agency and the emphasis on the creative product.the creative product.

• A “Department of Account A “Department of Account Planning” Planning” per se per se is less important is less important

than Strategic Thinking and than Strategic Thinking and Planning taking place.Planning taking place.

The Use of Personal The Use of Personal RelevanceRelevance

The 21The 21stst Century Century Strategic Account Strategic Account

PlannerPlanner• Strategy development for clientsStrategy development for clients

• Research, analyze and develop digital Research, analyze and develop digital strategy solutions that integrate the strategy solutions that integrate the

client’s digital message with traditional client’s digital message with traditional platforms. platforms.

• Pushes the limits of interactive innovation Pushes the limits of interactive innovation (including emerging platforms, social (including emerging platforms, social

media, mobile marketing, search media, mobile marketing, search marketing, display marketing, rich media, marketing, display marketing, rich media,

email marketing, etc.).email marketing, etc.).

Inside the Agency . . .Inside the Agency . . .

• Monitors industry and consumer Monitors industry and consumer trends updating both agency and trends updating both agency and

clients. clients. • Helps build and maintain client Helps build and maintain client

relationships. relationships. • Facilitate the growth of the Facilitate the growth of the

digital department. digital department. • Partners with creative teams, Partners with creative teams,

account management, production account management, production and media planning teams to and media planning teams to

develop and present insightful new develop and present insightful new business campaigns.business campaigns.

The New BriefThe New Brief

• At leading digital agencies planners find At leading digital agencies planners find the creative brief was no longer simple. the creative brief was no longer simple. • The planner must realize a new set of The planner must realize a new set of

deliverables had to be created. deliverables had to be created. – – some that say something, some that some that say something, some that

listen listen - some that make things happen – and all of - some that make things happen – and all of

which must be in the new brief. which must be in the new brief. • And there s a new creative team to work And there s a new creative team to work

with: Anne Benevuto calls it the Creative with: Anne Benevuto calls it the Creative Hydra. Hydra.

The Hydra (RG/A)The Hydra (RG/A)

The new team; conversant with the entire spectrumOf purchase behavior and The role each member ofTeam Hydra.

Defining New Defining New DeliverablesDeliverables

• For the planners, inspiring this multi- For the planners, inspiring this multi- brained monster requires an entirely brained monster requires an entirely

new approach to the brief, because new approach to the brief, because each of the Creative Hydra’s heads each of the Creative Hydra’s heads

demanded different information. demanded different information. • Failing to yield that information Failing to yield that information

meant that the Creative Hydra would meant that the Creative Hydra would never successfully create campaigns, never successfully create campaigns,

programs and experiences. But if they programs and experiences. But if they treated the Hydra right, they would treated the Hydra right, they would

produce great work in all these areas. produce great work in all these areas. He would even become their best He would even become their best

friend.friend.

So, Why does This So, Why does This Stuff Work?Stuff Work?

• It is culturally resonant.It is culturally resonant.• It speaks to what the brand delivers.It speaks to what the brand delivers.

• Because it is relevant to the target(s).Because it is relevant to the target(s).• Intelligence is paralleled in product’s Intelligence is paralleled in product’s

voice and respect for the customer.voice and respect for the customer.• It reinforces the character of the Brand It reinforces the character of the Brand

building off leverageable equity.building off leverageable equity.• It grasps and is designed for all media It grasps and is designed for all media

of the customer’s choice.of the customer’s choice.

And What Was The And What Was The Role Of The Account Role Of The Account

Planner?Planner?

They Got Lucky !They Got Lucky !

• Worked hard and spoke to dozens Worked hard and spoke to dozens of enthusiasts in the categoryof enthusiasts in the category

• Gained insights from others in the Gained insights from others in the “supply chain”“supply chain”

• Partnered with bright and Partnered with bright and supportive creatives.supportive creatives.

• Understood the category and Understood the category and what was current in society.what was current in society.

• Could incorporate customer Could incorporate customer behavior into the brief.behavior into the brief.

Produced A Produced A “Transcendental” “Transcendental”

Level of UnderstandingLevel of Understanding

• Planners risked going beyond the Planners risked going beyond the data and tried to make sense of a data and tried to make sense of a

broad collection of quantitative broad collection of quantitative and qualitative information.and qualitative information.

• Remembered the concept of “O I Remembered the concept of “O I I“ and developed a Point of View I“ and developed a Point of View

(POV).(POV).

How Do We Do Great How Do We Do Great Work? Work?

• Our Belief Is That The Customer Has The Our Belief Is That The Customer Has The Answer Answer

• OK, perhaps only part of the answerOK, perhaps only part of the answer• From That Answer We Can Develop an From That Answer We Can Develop an Effective Brand Position and Attitude . . . Effective Brand Position and Attitude . . .

• A Creative Brief That Reflects Those ThoughtsA Creative Brief That Reflects Those Thoughts• And a media recommendation that reflects And a media recommendation that reflects

market use. market use.

Any Questions or Any Questions or Comments ?Comments ?

So . . . What Applies In A So . . . What Applies In A Digital Social Networked Digital Social Networked

World?World?

• The importance of the 3The importance of the 3rdrd screen/mobile devicesscreen/mobile devices

• Likely social networks of the Likely social networks of the customers and prospectscustomers and prospects

• The equities of the brandThe equities of the brand• Tactical considerations of mass Tactical considerations of mass

mediamedia

The Digital Network The Digital Network Reach!Reach!

• Growth is phenomenalGrowth is phenomenal• Facebook has replaced Yahoo as the Facebook has replaced Yahoo as the

second-largest U.S. Web property. second-largest U.S. Web property. • May catch No. 1 Google, according May catch No. 1 Google, according

to web analytics firm Compete.to web analytics firm Compete.• In 1/1 FB had 134 million unique In 1/1 FB had 134 million unique

visitors – Yahoo a mere 132 m.visitors – Yahoo a mere 132 m.• Google reins supreme with monthly Google reins supreme with monthly

audiences of about 150 million.audiences of about 150 million.• Planners must see these Planners must see these

communities as part of their basic communities as part of their basic tool set. tool set.

And Is There Any Place And Is There Any Place For Conventional For Conventional

Media?Media?

The notion of integration for many starts with this question.

Key Elements In The Key Elements In The ProcessProcess

• Competition actions and share of Competition actions and share of market and voicemarket and voice

• A good sense of “the economic spirit”A good sense of “the economic spirit”• The websiteThe website

• Always the budget and time (speed to Always the budget and time (speed to market, for me, is always a market, for me, is always a

differentiator).differentiator).• Targeting – behavioral and choice.Targeting – behavioral and choice.

Addressable TV Addressable TV AdvertisingAdvertising

• Test showed that viewers in Test showed that viewers in households receiving ads targeted households receiving ads targeted

specifically at them were less specifically at them were less likely to change channels. likely to change channels.

• The technology and results, were The technology and results, were released 2/18/10, conducted released 2/18/10, conducted

during an undisclosed period in during an undisclosed period in Baltimore during 2009, and Baltimore during 2009, and

utilized technology developed by utilized technology developed by Invidi, a company backed by Invidi, a company backed by

WPP's GroupM unit. WPP's GroupM unit.

ExamplesExamples

SurpriseSurpriseHumorHumor

EngagementEngagementCall to actionCall to action

Sustaining Interest Sustaining Interest Following Environmental Following Environmental

DisastersDisasters• In most cases aftermath is not In most cases aftermath is not consideredconsidered

• Community health issues are assumed Community health issues are assumed to fall to local authoritiesto fall to local authorities

• Ecological degradation, coastline Ecological degradation, coastline erosion and more are not top of minderosion and more are not top of mind• This may be the very stuff on which This may be the very stuff on which

the afflicted area is dependent for the afflicted area is dependent for continued survival continued survival

Corporate Actions In Corporate Actions In Disaster or Environmental Disaster or Environmental

CircumstancesCircumstances• Philanthropic or charitablePhilanthropic or charitable

• 2. Contractual2. Contractual• Collaborative or AdversarialCollaborative or Adversarial

• Unilateral. Unilateral. • Corporations do not often Corporations do not often

collaborate or partner with NGO’s collaborate or partner with NGO’s or community based or community based

organizationsorganizations

In A Sense – Charities In A Sense – Charities CompeteCompete

Check out Check out www.everyclick .com for their “giving” ideas

One Firm’s Charitable One Firm’s Charitable Causes That Regularly Causes That Regularly

Receive Donations Receive Donations (Honest!)(Honest!)

Alliance for Children's Alliance for Children's Rights Rights

Anti-Defamation League Anti-Defamation League Asian American Justice Asian American Justice

Center Center Bet Tzedek Bet Tzedek

Brennan Center for Justice Brennan Center for Justice Center for International Center for International

Peace OrganizationsPeace OrganizationsHabitat for Humanity Habitat for Humanity

Human Rights First Human Rights First Hurricane Katrina Relief Hurricane Katrina Relief

Project Project

Lambda Legal Lambda Legal Lawyers Committee for Lawyers Committee for

Civil Rights of the San Civil Rights of the San Francisco Bay Area Francisco Bay Area

Legal Aid Foundation of Legal Aid Foundation of Los Angeles Los Angeles

Legal Services for Legal Services for Entrepreneurs Entrepreneurs

Mexican American Legal Mexican American Legal Defense and Educational Defense and Educational

Fund Fund

And More . . . And More . . .

Mississippi Center for Mississippi Center for Justice Justice

NAACP Legal Defense NAACP Legal Defense and Education Fund and Education Fund

National Council of La National Council of La Raza Raza

New York Lawyers for the New York Lawyers for the Public Interest Public Interest

Office of the Public Office of the Public Defender for Montgomery Defender for Montgomery

County (Maryland) County (Maryland) Public Counsel Public Counsel

Sanctuary for Families Sanctuary for Families Tenderloin AIDS Tenderloin AIDS

Resource Center Resource Center Legal Aid Society of NYCLegal Aid Society of NYC

Trial Advocacy Trial Advocacy Prosecution Program Prosecution Program

United States Court of United States Court of Appeals for the Ninth Appeals for the Ninth

Circuit Circuit Washington D.C. Area Washington D.C. Area

Lawyers for the ArtsLawyers for the Arts