Whatisaplanner
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A planner is responsible for developing strategic communication plans and creative executions for brands based on business goals and audience insights. The role originated in the 1960s in UK advertising agencies to better incorporate consumer research into advertising. Key aspects of planning include strategic planning to develop objectives and plans, and creative planning by writing creative briefs with powerful audience insights to guide idea generation. A planner's job involves determining objectives, understanding audiences, and developing digital interaction strategies, as well as leading creative processes and trend monitoring. The creative brief is a key document that frames the creative task with a series of questions focused on audience insight.
Whatisaplanner
- 2. CONTENT 1. HISTORY 2. FATHERHOOD 3. DEFINITION 4. TWO ASPECTS OF PLANNING 5. JOB DESCRIPTION 6. CREATIVE BRIEF 7. INSIGHT
- 3. It all started in 1964, in the UK
- 4. 1. HISTORY The job was born in the end of the 60’s in london based agencies, BMP (Boase Massimi Pollitt). This agency was the first one to come up with an original methodology for advertising creation called account planning. The function has now spread from the UK to other countries and from ad agencies to management consultancies, direct marketing, PR, design and client research departments..... And digital agencies. Over the past 5 years, digital agencies have developed planning competences as well.
- 5. 2. FATHERHOOD Stephen King of JWT and Stanley Pollitt of BMP are the fathers of planning. In separate agencies, but at pretty much the same time, they started a revolution in the advertising world. In 1964, Stephen King, dissatisfied with the workings of both the media and marketing departments within his agency, developed a new system of working (the T-Plan or Target Plan) which concentrated on combining consumer research and insights to create more effective, creative advertising. Stanley Pollitt in 1968, was concerned that the creative brief was written by the account manager. He felt that something was missing. He wrote his first creative brief, in which the voice of the consumer was of the most important component.
- 6. 3. DEFINITION Planning has its roots in advertising world. It is a multidimensional discipline that deals with client’s business goals and audience needs/insight in order to achieve marketing objectives. A planner elaborates communication strategy for a brand and gives directions for the creative executions.
- 7. Planning exists only through its creative deliverables.
- 8. 4. TWO ASPECTS OF PLANNING STRATEGY & CREATIVITY
- 9. STRATEGIC PLANNING It’s the process of building a strategy. The strategy is the master plan to achieve a set of objectives. A strategy is a route map to reach a destination. It should include the following elements: Target audience, Objectives, Plan to achieve the objectives, Expected results
- 10. CREATIVE PLANNING It is the preparation for the ideation phase. Creative planning main purpose is prepare to the ground for the creative quest. The most important outcome is the formulation of a creative brief which includes a powerful audience insight. Based on the creative brief, the creative team works together and starts generating ideas that soon will become a concept.
- 11. 5. PLANNER Strategic work Determine business and communicational JOB objectives, understand target audience, make decision on the best form of digital interactions in order to reach the objectives (Strategy, Debrief, DESCRIPTION Final proposal) Support account director with timetable and budget related issues. Marketing research Data Creative work: analyst Focus group for pitches and existing clients: Lead creative facilitator Information process: brainstorming, idea creation process together with creative team (responsible of center Bad cop for client Creative brief and final proposal and client) Good cop for end-users Futurologist Strategic Trend watching thinker Insight miner High Technology, creative, industry “scanning”: To level storyboarder Original know what’s going in the industry. Thinker .
- 12. 6.CREATIVE BRIEF It’s a document written by the planner to develop creative deliverables. It consists of a series of simple questions which become de reference for the development of the creative deliverables. It’s a series of questions & answers which are crucial to find creative ideas. A good creative brief is inspiring. A good creative brief is focused & insightful.
- 13. A good creative brief is based on audience’s insight. A insight is a feeling of deep intuitive understanding of a person. The quest of the ideas is based on that insight. 7.INSIGHT
- 14. Resources & references The Anatomy of Account Planning (by Henrik Habberstad) http://www.planningaboveandbeyond.com/planningcra!/scrapbook/sistinechapel/ http://www.adcracker.com/brief/Creative_Brief_Blog.htm http://plannersphere.pbworks.com/w/page/17146375/FrontPage