account planning boot camp
Post on 21-Oct-2014
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12 Weeks in the programTRANSCRIPT
WEEK X WEEK
ROLE REVERSALThroughout the program we examine and participate in role reversal of the brand, of the consumer and of the audience: other team members, clients, etc. Forcing ourselves into the shoes of
others to build a solid foundation of insight gathering, “imagineering” and relevant, meaningful strategydevelopment.
Leslie KennedyAccount Planning Consultant OgilvyOne, Former Planning Director Goodby, Silverstien & Partners—Got Milk?
WEEK 1
ACCOUNT PLANNING: AN OVERVIEWSurvey the development, role and status of
Account Planning. Brief history of the discipline, why it
exists, how it works, how we do it and how its changing.
Lisa Welsch-NeringAMA Grand Effie for Sony PlayStation, AMA Grand Effie/APG Account Planning Award for Apple Think Different launch campaign, AMA Effie for Levi's Silver Tab
WEEK 2
PLANNER AS A CHANGE AGENTDeath of a planner: “Driven by Process.”
Establish different forms of inquiries. Survey the
environment in which the brand lives, find the contradictions to
ideas and misperceptions of consumers and create change.
Flora SkivingtonFormer SVP Planning Director McCann-Erickson SF, Partner & Planning Director at Ogilvy & Mather New York for global branding of Kodak
WEEK 3
UNDERSTANDING THE ISSUEFigure out what the key issue is that the brand
inquestion is facing. Is it an issue that can be
solved by advertising? A planner’s first job is to ask the
right questions to establish a core framework.
Beth FetzerSVP Director of Account Planning DraftFCB, AMA Effie for Gerber Graduates campaign, Above the Influence
WEEK 4
CREATIVE BRIEF & BRIEFINGThe art of storytelling. Learn to discriminate between good and bad briefs. The brief and briefing process is the pivotal point from analysis of data to the start of creative activity.
The brief and briefing must inform and inspire a
creative team.
Hamish ChandraBrand Strategy Director Goodby, Silverstein & Partners
WEEK 5
QUALITATIVE RESEARCHMore than focus groups, ethnographies and triads,
we cover qualitative approaches, tools, techniques
and tips. Understand the perils of introspection. How to
find the right people, ask the right questions, in the
right way.
Jill ColleyChief Strategy Officer UpRoar!, Former Director Consumer Insights U30
WEEK 6
QUANTITATIVE RESEARCHFind meaning in the patterns and bring numbers to
life. Marshal existing information and critically
transform it into knowledge and insight. Develop disciplined
thinking techniques for all stages of the planning cycle.
Hall & PartnersSuzie Carbonell, Research Director;
Anita Wang, Account Director; Justin Shearer, Account Director
EVERY WEEK
THE CHANGING MEDIA LANDSCAPETypically brand messages have been communicated via traditional media like television, print, radio and out-
of-home. Driven by technology, the nature of the media landscape is changing. We have hundreds of TV channels, thousands of video games, YouTube, social networking sites, et cetera and ad infinitum. With all the media choices, now the consumer is in control. How do we reach them using the right message for the right medium?
Various Media GurusGoodby, Silverstein & Partners, Cutwater, AKQA, TBWA\CHIAT\DAY, LucasArts
WEEK 8
BRAND EXPERIENCEThe relationship between a brand and its consumers is experienced through many channels: advertising, web sites, service experience, product design, word of
mouth, distribution, etc. Learn how to define what a brand
is, its worthy ideas and values and how communication of that information can be manifested through all of these Channels.
Scott MacMasterGroup Planning Director TBWA\CHIAT\DAY Los Angesles,
2007 Gold Effie, 2004 Bronze Effie for SonyPlaystation
WEEK 9
PLANNING & THE ART OF BUSINESS DEVELOPMENTUnderstand landscape, role and opportunity as
well as truth and scales of New Business. Examine the new roles of planning and strategy.
Always be briefing and lead with insight.
Matthew MilanAdvisory Board Member Information Architecture Institute, Principle & CEO normative, Former Director of Insight & Planning at Critical Mass
WEEK 10
JUDGING EFFECTIVENESSExamine conventional and unconventional ways
Of judging effectiveness, especially in today’s fast changing market. Define the criteria, plot the system looking to create, track
the journey with constant attention, experimentation and evaluation.
Cory PierceDirector of Consumer Insights at LucasArts, Former Strategy Director for Agency.com
WEEK 11
FINAL REVIEWMore than a pass or fail crucible, the final review offers critical feedback of our “life’s”
work as we present our best (and awarded) cases over the last 11 weeks in a portfolio review. Judgment is passed by a panel of leading Account Planners.
Judges PanelAKQA, Ogilvy One Worldwide
WEEK 12
AGENCY EXPOSUREDuring the final week of the boot camp—in addition to preparing for Microsoft Windows
presentation— we had the opportunity to meet
with planning professionals on their home turf,
visiting agency offices.