JWT Planning Tools Book

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  • worldmade by

    planning tools

    Second Edition

  • JWT PLANNING TOOLS 1

    Tools for JWT

    Welcome to the second edition of the JWT Planning Tools book.

    This new version contains all the Tools from the last edition we havent retired any yet! plus six new Tools that are focused on the Planning of more digital work.

    In tune with the Agencys legacy as the University of Advertising, and with our worldmade philosophy, these tools are intended to improve our knowledge of how to make things for our Clients brands and thereby build their business. You will see how they are mapped onto the three parts of the Worldmade process.

    One of the new Tools The Consumer Buying System is actually the original invention of Stephen King (JWTs Planning founder) back in the 1980s. Understanding the fundamentals of how people buy is ever more important in a digital age, when the purchase decision can be affected by so many new variables.

    The tools come in different shapes and sizes. Some are templates to guide thinking, some will help the planning process, and others provide reference or inspiration. All of them will help. Some are quick and easy in the way that they work, whilst others take time and effort. The little will give you a clue to how much effort you will have to put in.

    This new edition of JWT Planning Tools also coincides with the launch of a new website that contains all the tools and provides the chance to share, rate and comment upon them. I would really encourage everyone to get very involved with it so we all stay very connected to each other. You can access it at myjwt.com/planning-tools

    As ever, training on all these new Tools is available to you. There are dedicated JWT Planning Trainers somewhere near where you live! Just ask your local Head of Planning for details.

    Do try these Tools. Experiment, break old habits and use them to push hard for better, more digital, more contemporary work for our Clients brands.

    The JWT Worldwide Planning Council planning.tools@jwt.com

  • JWT PLANNING TOOLS 2

  • JWT PLANNING TOOLS 3

    The things inside

    Worldmade 5JWT Planning Tools 9A few final things 161

  • JWT PLANNING TOOLS 4

  • JWT PLANNING TOOLS 5

    worldmadeby

  • JWT PLANNING TOOLS 6

    Worldmade is our brand idea, our creative philosophy, and a description of who we are. If we were to have a slogan, Worldmade would be it. However, we are looking for more than conceptual solutions, and so Worldmade is also a thing. In this case its a label. As products, films, art, inventions have denotations of where they were made, Worldmade denotes something that was made by JWT.

    Worldmade is not just a statement of origin, it is a statement of how we at JWT approach strategy, ideas and the making of things. We make things inspired by the world. We find influence, interest and the spark of creativity in the many, various, predictable and unpredictable interactions that happen between the international people of JWT thats what makes us the extraordinary network of imagination that we are. Sometimes these things will be for, and inspired by, the world. At other times they will be things for one place infused with creativity from the world.

    Worldmade signifies a go mentality. An approach to what we make that is rooted in great strategy and ideas, but also in agility, innovation and adventure. An approach that is happy to launch-and-learn, that abhors procrastination and delay.

    Worldmade also defines JWT as a company. We have been shaped by our international growth, and our desire to embrace the world. Today, we are 10,000 diverse individuals with an unrivalled breadth of experience and cultural fluency.

    Worldmade is a label of quality and inspiration and a demonstration of the worlds imagination poured into things of beauty and utility. This is the unique power we bring to clients and their brands, now and in the future.

    JWT in action.

    Worldmade manifesto

  • JWT PLANNING TOOLS 7

    Worldmade process

    Our process is based on the belief that the best ideas for a modern world will come from the interaction of diverse international and technological skills, experiences and cultures. The process is designed to help you come up with great ideas that can turn into things that people can participate with.

    There are three parts to the process; Discover, Collision, Make.

    In the Discover part we are trying to gather insight and inspiration from the world. You should aim to explore as broadly as you can, to make the most original and interesting discoveries.

    In the Collision part we are trying to find the spark of creativity from the interaction of international and technological skills. You should aim for as much diversity as possible. You cant collide on your own!

    In the Make part we are trying to turn ideas into real things that the world can interact with. You should aim to get things made. This is why we are here, after all!

    The process doesnt have to be linear, you can start by making stuff if you like, but its also good if you follow the order of Discover, Collision, Make if that makes more sense for the project you are working on.

    The tools in this book are designed to help you build strategy and create ideas in this process. The tools have been mapped onto the 3 different parts of the process as a guide to where and when they should be used (on page 8 you will see the colour coding with reference to fig. 1). But please feel free to use them in the ways that are most helpful for you.

  • JWT PLANNING TOOLS 8

    F IG. 1 : WORLDMADE PROCESSF IG. 1 : WORLDMADE PROCESS

    DISCOVERWhat can we discover from the world

    MAKEMake thingswith a go mentality

    COLLISIONInteractioncreates ideas

  • JWT PLANNING TOOLS 9

    JWT Planning Tools

    Name Process Effort Page

    Question One 11The Consumers Buying System 17 Net Brain 23Digital Profiler 31 Brand Ladder 39Brand Toys 45Brand Difference Index 51Talking Heads 57Discovery Report 61Interaction Grid 67 Host a Collision 75Brand Behaviour Tool 81Brand Sparks 89Cultural Archetypes 97Brand Idea Test 103 NEW!Creative Brief 111The Value Exchanger 121Channel and Technology Plan 129Circle of Things 135Digital Ecosystem Tool 141 1-10 Scale 147Effects Roadmap 153

  • JWT PLANNING TOOLS 10

  • JWT PLANNING TOOLS 11

    Question One

    CLIENT

    Eg. How is the product used in other

    countries

    Eg. What nationality was the founder of the

    company?

    Eg. What endlines are used around the

    work?

    Eg. Wherein the

    world does the

    category not exist?

    Eg. What countryhas thebiggest

    fanbase?

    BRAND

    IDEAS

    CONSUMER

    COMMUNICATION ?

    ?

    CATEGORY

    F IG. 2 : DISCOVERY PLACES

    Question One

  • JWT PLANNING TOOLS 12

    What is the main purpose of this tool?

    To identify original Discoveries that can feed into other parts of the process and help create inspiring Creative Briefs.

    Where in the process should this tool be used?

    This is primarily for the Discovery part however you can be thinking and doing this all of the time. Gathering Discoveries from the world is a part of the ongoing practice of Planning at JWT.

    How does this tool work?

    This tool is different from many of the others we have. Its a question. Its not an answer. Nor is it a manual. Ultimately therefore this tool is all about you and about how you choose to answer it.

    How to use this tool?

    It is as simple or as complex as you choose to make it. At its simplest it is about looking outside of what is familiar to you, your brand, and your client for inspiration. At its most complex it might mean doing several workstreams that can help answer the question of What can we discover from the world?

    The important point is to try to do things differently in the hope of generating original thought. The more you look in different places for discoveries the more original your discoveries will be. Hence try and break the established habits you or the brand may have. Feel free to create new and different ways of answering this question.

    This is a new thing for JWT so feel free to innovate in how you choose to answer Question One. However, to get you started here are some thoughts about how you could do it.

    There are several places where you should look for your discoveries. You should explore what you can about the brand, the consumer, communication, the client and the category. But it doesnt stop with these areas, you can extend your discoveries to anywhere that is interesting or appropriate. (See fig. 2)

    Question One

  • JWT PLANNING TOOLS 13

    We can think about looking at the inside world of the brand differently or about looking outside of our familiar world:

    IN THE HOUSE:FAMILIAR

    OUTSIDE THE HOUSE:FRESH

    The Inside World

    The Audience

    The Brand

    The Category

    The world outside

    The world that surrounds and influences the audience (culture, trends, technology)

    What brands in other categories do and what we learn from that

    How this category behaves in other countries, how brands there deal with the same problems we have

    F IG. 3 : THE HOUSE ANALOGY

    FIG. 4

    Question One

  • JWT PLANNING TOOLS 14

    Look to the world outside of your own country:

    Ask the network Ask Planners in other parts of the network who might work on similar brands or categories for how brands in their part o