1. Account planning
in digital age
v0.3 (Beta)
Zigurds Zakis
Strategic Planning and digital director
INSTINCT (BBDO Group, Russia)
BLOG: http://zz.typepad.com/engl
Presentation in ADCR Campus on Digital Communication
(Art Director Club Russia), May 2, 2010

4. Ad agency
Creative
competences
Client
service
competences
Account
Planning/
Strategy
competences

5. Understanding
customer
Understanding
creativity
Understanding
business
Account Planning: 1960s-2000s

6. Understanding
customer and society
Understanding
creativity
Understanding
economy
Economy in a broader sense -
business is to narrow. We have to think
whole picture, including also economy
of client and its stakeholders, economy
of household etc.
Behavioral economics - new source of
inspiration and knowledge.
With networking economy
the social aspect of every
activity becomes
increasingly important.

7. Understanding
customer and society
Understanding
creativity
Understanding
economy
Understanding
technology
what it enables rather than what is possible to do by it?
what does it mean to people, society and culture?
What does it change in our lives, culture, society and economy?

8. Consumer
Culture
economy
technology

9. Competences
• Understanding consumer
(incl. flexible use of research tools)
• Understanding creativity and creative
processes
• Understanding communication
• Understanding channels (media) and
platforms
• Understanding culture
• Understanding clients business
• Understanding economy, marketing and
strategy in broader sense
Creative
Client
Account
Planning

10. Don’t focus on technology.
Focus on
customer needs, wants and behavior
Focus on
trends and changes
in society, culture and consumption

11. What technology does
to people, society, culture
and economy
rather than
what technology can or can’t do

12. What do
Account planner
does?

13. Insight
The Brief
Briefing session

14. Simplifying and refocusing client brief
to focus and inspire creative team:
What are specific business goals?
Where the business will come from?
What is the role of marketing communication?
Who are customers associated with growth?
A: What do they do (think/feel/do) today?
B: What do we want them to do (think/feel/do)?
What experience do they need to move from A to B?
Before creative brief

15. “THE ESSENCE OF
A GREAT BRIEF IS
SACRIFICE”
“OUR JOB IS
TO SIMPLIFY”
BILL BERNBACH

16. Creative briefs
M&C Saatchi
Fallon
BBH
JvM
via: http://theplanninglab.typepad.com/

17. Creative brief
BBDO
get•to•by
Get: (whom / target)
Who: (think/feel/do this)
To: (do think/feel/do this)
By telling them : (proposition)

19. Great account
Planner
*Advertising Man

20. The Convergent Planner
(Advertising Man!) should have:
1) Intellect of the brand architect
2) Financial acumen
of the management consultant
3) Geekiness of the hacker
4) Curiosity of the social psychologist
Mark Hancock
AMV BBDO
http://holycow.typepad.com/

21. Dig Deep!
Investigate things deeply

22. Curiosity

23. The most important letter

24. “People that are T-shaped:
Broad and Deep”.
Broad in their skills and interests
and able to work with wide range or people.
Deep in their knowledge and experience
in one or more disciplines.”
www.IDEO.com
2000

25. Reading
“Read. Feed your Head. Think about what it means to you personally. Discuss with others.”
(Merry Baskins)
“Reading is for awesome people” (Faris Yakobs)

26. People skills,
rather than technology knowledge

27. Participate

28. +
Participating =
Listening + Talking + Listening + Sharing + Listening

29. Challenge assumptions

30. Chief Creative Insurgent
“An insurgent is defined as
someone who challenges the
status quo. My job is to question
the very definition of marketing and
communications and corporate
structure”.
Alex Bogusky
MDC
The border between Planning and
Creative is disappearing:

31. http://zz.typepad.com/Engl
http://Twitter.com/zz_zigurds