Mastering the Basics Re-visiting the Foundations of Account Planning

the sojourn: a confusion but a blessing. aligning transitional concepts with foundational principles, importing the ideal into the real; until complexity gives way for complex simplicity.  

Strategy…. � …from the Latin word “Strategos” – the art

of the general

� The skill to be able to deduce an overall direction from an enemy’s battle tactics, and to develop a better strategy that can give you victory in the war.

Critical Components of a Good Strategy �  A SUSTAINABLE DIFFERENTIATOR – delivering on a

proposition that your competition cannot duplicate easily.

�  KNOWLEDGE OF YOUR COMPETITION – your success depends not just on you, but on your competition as well. (Ref: Sun Tzu, Jon Steel – Perfect Pitch)

�  KNOWLEDGE OF YOUR “BATTLEFIELD” – THE CONSUMER; knowing your consumer is a both a life skill and a lifestyle habit, cos they are always changing and so must you.

� Account Planning is basically deploying the basics of Strategic Thinking on the Advertising Task/Objective.

� THE ROLE OF THE PLANNER IS TO ENSURE THAT THE PLANNING IS DONE IN THE SOLVING THE CLIENT’S PROBLEMS, NOT NECESSARILY DOING THE PLANNING HIMSELF.

The Planning Cycle – Stephen King

Where are we?

Why are we there?

Where could we

be?

How could we get there?

Are we getting there?

Status of the Brand

Business/ Marketing Objectives

Pre-testing/ Tracking

A Strategy Development Template

Distinctive from the

Competition

True to the product

Motivating to the

Consumer

COMPETITIVE ANALYSIS

PROPOSITION PRODUCT

INTERROGATION TA

UNDERSTANDING

3 Key Things – I have Better Questions…

� Context – why not test concepts and products in the context of consumer experience? �  Why not observe how the consumer lives and

buys and eats and drinks? (MTN vs. Guinness in use of football)

� Competition – do we need to respond to competition always? �  What if the competition can helps us win?

� Consumer

PROFILING THE CONSUMER � SOCIOLOGY vs. PSYCHOLOGY

� The study of Group Behaviour vs. the study of Human Behaviour

� The consumer that ADVERTISING talks to is AN INDIVIDUAL, NOT A GROUP.

9 CONCLUSIONS FROM CANNES Which is also how I would have summarized my take-outs as well.

Here We Go… 1.  Planning is a means of making stuff…it’s

practical to the real world…

2.  Define the problem and set your objectives

3.  Planners are architects of choice and behavior

4.  Importance of decisiveness and commitment

5.  Planning is about brave strategy not just brave execution – the planner needs to be bold in their strategic choices…

Here We Go… 6.  The act of planning is much more important than

the plan, it’s a constant way of thinking about problems…

7.  You’ve got to let go…you can create the conditions to some degree…

8.  The power of intuition is very key, cos you can never have all the information…

9.  The transfer of enthusiasm…planners need to come out of themselves…

To a Strategist…SUCCESS and FAILURE have equal value… The critical question – did it work? If not, why, what can we learn? If it did, what can we learn, so we can repeat the success?

LIVE BY DESIGN MY FINAL GIFT

USE YOUR SKILLS TO UNFAIR ADVANTAGE IN THE CONTEXT OF YOUR OWN LIFE

� Sentiments are overrated….in the final analysis, your life will be shaped by your own choices, more than anything else.

� Live Creatively…if you limit your frame of reference, you limit your mindset, and therefore limit the possibilities in your life. (Ref: The Story of Phineas)

USE YOUR SKILLS TO UNFAIR ADVANTAGE IN THE CONTEXT OF YOUR OWN LIFE

� Do a Strategic Plan of your own life!!!

� USEFUL TOOLS: �  PESTLE �  SWOT �  The 1-Year Strategic Plan Template

� FOLLOW THE PLAN….AND ENJOY THE JOURNEY…

CAN I SAY THANK YOU? THANKS FOR LISTENING