奥美The Role Of Planning Is ToChange The World, Not To Describe It.ppt

The Role Of Planning Is To Change The World, Not To Describe It. Taiwan 8th April 1998 One definition of insanity is doing the same thing over and over again, expecting a different outcome A Definition Of Planning Planning is preparing for war - with a coherent strategy Put “aim” into the “ready, aim, fire” in advertising Why This Is Vital “We need the creative freedom that comes from tightly defined strategies” Norman Berry The Planning Creed “Account planning is designed to bring a more balanced understanding of how advertising can best sell a brand. The planner brings a consumer perspective to bear on strategic and creative judgments and represents the consumer in all Agency conversations” Stanley Pollitt, 1965 Consumer Perspective vs Views! “Looking into the past to determine where you want to be in the future is like trying to drive a motor car using only the rear-view mirror for guidance” Adam Lury, 1991 Changing ‘COmmunicatioN’ As (re)learnt by direct marketing... Four Guiding Principles 3 Dimensional Planning 24 Hour Planning 5 Roles of Planning 360 Planning 3 Dimensional Planning “Only Connect ...” “Only connect the prose and the passion; and both will be exalted” (‘Howards End’ E.M. Forster) Dissecting A Brand A review of BrandPrints illustrates a unique combination of three factors: product attribute/benefit brand or user imagery consumer needs or beliefs A triangular relationship exists at the core of all brands However, each BrandPrint has one of the three values as a primary driver Product Benefit Driven IBM is the power to transform our lives realise the most unexpected possibilities KFC is ... finger-licking good Eno bubbles your troubles away Lucozade is ... a great big dose of energy coursing through your veins Valda ... promises a beautiful haven away from the grime of everyday life Kodak: taking a picture is just the start of an adventure Product Benefit Driven Persona is: green days of contraceptive-free