#account planner

[adstuffonstickeys]

read byron sharp, al and laura ries, jack trout, michael porter, binet and field

Source: "Chaz's 100 Things a Planner Should Know" Charles Wigley

[vnedit-blog]

Hendrix is a Think Piece Polemicist

Jimi Hendrix was a creative individual, defined by his rhythmic beats and harmonious lyrics. Patterns of musical notes and chords illustrate his persona. He's long gone, but I'm sure he'd be great in the advertising world-an artist by any name, but still kin to the trade. You can exclude the weed and the groupies. They were a given, so we can't hold it against him. But, think about it. You there. Yes. Think about it. It is those with the minds most brilliant, that have an off the wall approach to life (realizing mortality but acting in spite of it), and an inability to focus on the mandate of time (because they would rather contemplate the inner workings of the world and processes of all things from being high, i.e. Purple Haze, to why a girl is so attractive, i.e. Foxy Lady), that designate a real thinker. 

You don't believe me? Listen to those songs. It's a transformation of a person that happens in the span of the thinking process. Imagine a dark room, a single candle and the flame lit as it reflects a shadow that dances on the wall as it flickers. In the whole moment, from start to finish, that's when an idea is born. It's difficult to just be analytical and then be spatial, but a true artist knows how to harness the energy of redirecting his electrical transmission from synapse to synapse and have a genuinely original idea. A thought that forms a new creation, a new thing. It suddenly becomes tangible. 

That's what happens when an account planner sits and begins to make a formula out of thin air to what will happen and how to interact with another, an individual client or a group of men who represent a larger business. To be able to shift gears is imperative to the account planner's success. It's no wonder they have a hard time keeping track of directions, reports and deadlines. They're busy making magic.

[ratio-ratio]

Any of my followers in the advertising industry?

I'm looking for a mentor, and any advice you might have to pass along.

[india-jobvacancies]

Account Planner - Situations Advertising & Marketing Services Pvt Ltd - Mumbai

Account Planner – Situations Advertising & Marketing Services Pvt Ltd – Mumbai

Job Profile/Description The incumbent should have a sound knowledge of advertising & marketing with an analytical bent of mind and a realistic grasp of the market dynamics. Candidate will be responsible for brand planning and strategy for existing clients and pitching for new clients. Sound marketing and brand knowledge with great business development skills required.

Other/Special Requirements Ou…

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[bfgplanner]

The Diagram Dilemma

Planners- we're notorious among the lesser OCD departments for our charts, diagrams and structures.  We have one for everything and if we can't find an existing one for a deck we are putting together, we will either find a way to force fit the information into a chart we are familiar with or (and this is when we really let loose) come up with an entirely new structure... which upon it's completion we just know will be MINDBLOWING to all who set their eyes on it.  Riiiiiiight...

But will it?  Is something so structured... so buttoned up... so vanilla actually inspiring to creatives?  Does it get them excited?  Or is this monstrosity of perfectly linear lines and congruent shapes filled with marketing jargon really just threatening and confusing?  And honestly, does THIS look like your idea of inspiration??  Really? Does it??

If we aren't inspiring great ideas, then are we doing our jobs?  Sure, charts and diagrams get us excited because they are the distillation of a ton of information- they are beautifully clean and straightforward- unlike the heaps of data and research we tirelessly conducted and then sifted through to create them.  Yet alas, we have grown accustomed to- and expectant of- that all-telling blank stare on creatives faces as we're presenting our cherished diagrams.  Sigh.

I'm wondering (dreading?) whether these charts are in fact viewed more-so as "rules"- as barriers- that us analytical folks painstakingly construct to protect our precious thinking by attempting to prevent creative folks from misconstruing and therefore running amuck with our ideas into territories that we believe will be irrelevant (gasp!) and unappealing (well, I never!) to the target audience which the advertising is intended for.  Therefore, do we overcompensate by creating and presenting our information in the driest format possible?  Are we scared that they will take it to far?  Do we, in fact, design them to be read as rules?  

How do we present the information in a way that gets them just as excited about it as we are?  How do we present the facts less as rules and more as an opportunity to flex- or better yet challenge- their creative skills?  How do we acknowledge that we don't have all the creative answers- that only they hold the key to translating what's contained in our flat powerpoint presentation into something great that will actually make a difference?

I think it's necessary at times to break out of our comfort zone in order to be more effective at what we do.  Below is a great example of something I think most would find far more inspiring than words and shapes on a page.  Although it's titled "Creative Brief", the format could easily be translated and molded into a brand identity that would influence all subsequent brand communications.  As planners, there's no reason why we shouldn't present information in a more stimulating format without fear that creatives will take our possibly less-than-stunning visuals so literally.  Instead we should have the confidence and understanding that they will take only what they need from them- that initial spark of inspiration- and return with their own which, time and time again, will humble us and remind us why we are planners and they are creatives.  

[aristotlescandy-blog]

Being a creative planner comes with tension — continually faced with whether to follow your heart, mind or soul.

Heart (feeling): aesthetics, psyche

Mind (thinking): logic, rhetoric, science

Soul (doing): metaphysics

When you balance these polarizing tensions through creativity applied strategically then something surprising & delightful results that creates a moment of awe. I live for those moments. You should, too.

[40cents-blog]

Sruti Dhulipala, TBWA\ChiatDay

Having lived in different countries, Sruti Dhulipala consider herself a cultural explorer. This has helped her immensely as a strategist in getting to the root of human behavior, uncovering insights, predicting trends, and finding ways to better connect brands with consumer truths.

 She loves design and new media. She believes in collaborating ideas and thrive in working cross-functionally between creative and client services.  She's working in Los Angeles at TBWA\ChiatDay

SRUTI DHULIPALA, TBWA CHIAT DAY from 40centimes on Vimeo.

[photoadvertista-blog]

Strategically Speaking

Consumers drive advertising and an ad's purpose. So, who works for the consumer and thinks about them when it comes to advertising? A dollar goes to the person who answers correctly...Good guess! The account planner.

When creating a new ad campaign, the first place to start is with a creative brief written by the account planner (remember the key is to focus on and understand the target consumer). This is where the curious, strategic-thinking, ad-loving, logical, humorous, team-playing, account planner jumps in to write the creative brief.

Writing the creative brief means thinking strategically about how to appeal to consumers while at the same time giving the creative team something easy to work with, something that will spark interest in their creative minds.

Now that I have established where to begin a new ad campaign (with the creative brief), who writes the creative brief, and what to focus on when writing the creative brief, let me discuss an example.

In my advertising course, guest speaker, Steve Grant, Head of Strategy at Modea, talked about the process he and his co-workers had to endure to write the creative brief for Prudential when he worked for Droga5. Prudential's problem was not the company's logo, tagline, or slogan, but rather the fact that not many people could remember the company's business. Therefore, the goal of Grant and his co-workers was to bring Prudential from the past into the present through creative branding efforts and a creative brief. To begin, focus groups were conducted to help research and analyze consumers' needs and wants from a company like Prudential. Grant also mentioned that in the process, planners needed to find brand truth in order to position the brand from the past (where it stands now) to the present (where the brand needs to be positioned), and from there, create a position statement and end with writing the creative brief.

What Prudential created was a campaign called "Day One." The main public advertising aspect of the campaign was the billboard in New York City, which showcased 6,800 inspirational photos of those who participated in the campaign. I can't stress enough how powerful and effective photography can be in advertising. This billboard touched many people and affected each person who saw it, and I believe there were very many impressions (the number of people who passed and saw the billboard). The billboard stood so tall in the city, no one could miss it. See below.

Some of this information and this photo were taken from:

http://theinspirationroom.com/daily/2012/prudential-day-one/ .