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98% Pure Potato presentation to APG Belgium

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Presentation made to the Account Planning Group in Belgium about 98% Pure Potato - a book about the origins of account planning in advertising. This deck includes slides originally presented to the planning departments of J Walter Thompson and Adam and Eve DDB the agencies from which planning first came though it has been simplified because I only had an hour. The overall message is that if account planning could emerge in London in part as a rebellion against 'scientific' advertising from America, couldn't Belgian planners consider their own revolution?! Such a revolution is long overdue

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98% Pure Potato presentation to APG Belgium

  1. 1. 98% Pure Belgium John Griffiths May 3rd 2017 98% Pure Potato - the birth of Account Planning
  2. 2. We need to talk..  About the ideas that led to the invention of account planning  About the people who made it happen  About whether planning is a success of a failure  And about the book which tells how it happened..  But first.. What about the name – what is with potatoes?
  3. 3. Smash Martians  A long running campaign created by Boase Massimi Pollitt  For a Cadbury instant potato product  Winner of the poll: Ads most loved by the UK public  One of the first campaigns planners worked on  The ads which started qual pretesting  John Bartle was the client research manager at Cadburys before he went to TBWA then foundered BBH. He wrote the foreword to the book  98% Pure Potato was a joke in some of the ads
  4. 4. Why call the book 98% Pure Potato?  It’s a scientific joke! Catches the idea of making something right ‘–ish’  British humour – planning started in London (a very British invention)  The book was crowd funded – so the publisher didn’t make us use a snappy title like The invention of account planning to make it easier to locate among the other boring business titles!)
  5. 5. Smashing Mad Men (and women!)
  6. 6. We need to talk about Mad Men  The TV series which defined 60s advertising but which was really all about the 1950s  American corporatism  The art of the hustle  Post-rationalisation  Sophistication – those martinis and bourbons  Sexism – women as objects and 2nd string (oh and dumb housewives)  Madmen is the way popular culture remembers a golden age of advertising
  7. 7. Enter the Britpack  Its about energy  Intellect – with evidence  Irreverence and humour  It doesn’t depend on American corporatism – actually it wants to challenge US dominance  It takes women seriously as colleagues and as consumers of products and advertising  It uses qualitative research to answer the why questions which surveys can’t
  8. 8. 2018 – the anniversary year
  9. 9. So we wrote this book  Published in July 2016  Crowdfunded by Unbound, distributed by Penguin Random  Co written with Tracey Follows former chair of APG, former CSO of J Walter Thompson ..which tells the story of how account planning began by letting those who did it tell the story
  10. 10. What is it? 21 interviews with the earliest planners we could find at J Walter Thompson and Boase Massimi Pollitt – with a sideways glance at CDP 9 interviews with expert observers: creatives, agency managers, researchers, suits, clients – even Stanley Pollitt’s daughters Time period: 1963-1980
  11. 11. 1960 1965 1970 1975 1980 Timeline Planning Pioneers Where from Pritchard Wood Boase Massimi Pollitt J Walter Thompson Where to Stanley Pollitt Account management Stephen King Marketing Dept Tony Mortemore Media researcherGlaxo analyst Roderick White Marketing Dept Peter Jones Media researcher David Cowan Researcher 1st planning experiment 1966 King designs T Plan 1964 Tony Stead Media Planner John Bruce Media Planner David Baker Media Planner Doug Richardson Media Planner Planning Dept opens Nov 1968 BMP opens Oct 1968 Planning dept built in Peter Jones John Madell Jane Newman Jim Williams David Cowan Head of Planning David Cowan Tony Mortemore Tony Mortemore GFoods Christine Gray John Siddall Lee Godden Jack Krelle copywriter Ev Jenkins Doug Richardson 1st Planning Director after King Paul Feldwick acc exec Jan Zajac John Siddall James Best Leslie Butterfield Stanley Pollitt dies Terry Prue David Baker Account director later JWT global planning head Jack Krelle CDP Aspect SRU John Siddall CDP Tony Mortemore CDP Masius media BMRB researcher Dorlands acc exec trainee NY Researcher Unilever mktg trainee Southern TV analyst Jan Zajac Kirkwoods TBWA JWT CDP Jim Williams SJIP Y&R John Siddall Reflexions John Bruce Lepper Stirling Leslie Butterfield AMV BDDH Roderick White Lansdowne ADMAP Jane Newman Chicago Chiat Day John Madell MWP Doug Richardson O&M NY Bell Pott Ev Jenkins McCann Lowe Terry Prue HPI David Clifford CDP Cathy Simmonds CDP Key Tony Mortemore David Cowan John Siddall Jan Zajac Christine Gray Lee Godden Ev Jenkins Terry Prue NOP research trainee All the rest can be assumed to be hired directly as graduates
  12. 12. Our interviewees include advertising thought leaders who have founded some of the UK’s most successful ad agencies  Boase Massimi Pollitt  Gold Greenlees Trott  Lowe Howard Spink  Butterfield Day Devito Hockney  Bartle Bogle Hegarty  Howell Henry Chaldecott Lury
  13. 13. Why we wrote the book From tablets of stone To oral history Avoiding hagiograpy Not a text book. Or a history book either But a way to learn about the founding principles
  14. 14. No other account planning book does this 2007 20081998 200019971987 2015 2016 This is a one off!
  15. 15. The authors.. Tracey Follows John Griffiths
  17. 17. Rebellion against ‘scientific advertising’ What is the role of the advertising? How will people respond to it? (American!)
  18. 18. Advertising in the cultural mainstream The ads were better than the programmes..
  19. 19. Planning seen as an intellectual activity.. for {Oxbridge} graduates Actually they weren’t as much of an elite as you were led to believe
  20. 20. Two distinctive founders in 2 very different agencies Stephen King Stanley Pollitt Whose proteges were better at it than they were..
  21. 21. Godfathers of planning! The creative who co-creates ads with customers The twin who partners to sell in target response thinking and the power of the brand John Webster Jeremy Bullmore Creative directors at BMP and JWT
  22. 22. The function aligns with the business model of each agency JWT: no 1 UK agency BMP: the startup
  23. 23. The difference between JWT and BMP  No 1 UK agency vs Start up  Long term client relationships vs pitches  Brand building vs Breakthrough advertising  Marketing support vs Advertising specialist ‘Ad tweakers versus grand strategists?’ One of the goals of the book was to break through the mythology of the standoff between the 2 agencies vis a vis account planning
  24. 24. Stanley Pollitt
  25. 25. Pritchard Wood Peter Jones David Cowan Tony Moretemore Creenagh Lodge
  26. 26. Goodge Street
  27. 27. 12 Bishops Bridge Road
  28. 28. Early days at Boase Massimi Pollitt John Webster Martin Boase Dave Trott Geoff Howard Spink
  29. 29. First graduate trainees into planning Jane Newman Jim Williams John Madell Chiat Day US Planning Thorntree project Y&R Brand Archetypes Brand Asset Valuator Madell Wilmot Pringle Drummon Madell Research
  30. 30. BMP the authors Peter Jones Adam Lury Paul Feldwick John Grant Mark Earls Leslie Butterfield Adam Morgan Jon Steel
  31. 31. J Walter Thompson Berkeley Square
  32. 32. Stephen King – theoretician  Would have been a major influence even if he hadn’t started planning (he didn’t do that alone either) Major King ideas:  The T plan – brand template rational/emotional/sensory response (1964) Evolves into the planning cycle – built around customer response  The ladder of indirect advertising effects  An advertisement is a whole and can’t be filleted without damage (so is a brand) that’s why qual research is so useful  Emotional responses are more powerful than rational responses  Advertising is most effective when creating long term brand effects
  33. 33. Stephen King – father of planning  Brings together marketing dept staff to put them on the front line of advertising (not popular with them!)  With media planners who look at the customer in the round (this is effectively a promotion for them) Planners plan media schedules for first few year  Strong focus on research but planners do not conduct their own groups (unlike BMP renegades)  Department opens within weeks of BMP opening Nov 1968  Account planning name chosen at JWT borrowed by BMP  2 different agencies with different business goals – planning tailored to each
  34. 34. The memo
  35. 35. The big ideas that started planning  Customer response – its not what the client wants to say – its what consumers do with it  Defining the role of advertising – it does different things and works in particular ways  Ads and brands are wholes which can’t be deconstructed without distortion  Advertising’s ability to build brand equity is more valuable than short term sales  Qualitative research delivers the why and a focus that complements quant data  More a philosophy than a function – planners are individual – no template
  36. 36. The big ideas at J Walter Thompson  Planners as strategists who deliver proven brand value to clients  The use of heuristics and processes to enable capable planners at every level of ability and experience to make the work better  A focus on understanding how advertising works and how to get the most from indirect effects  Move towards integrated communications delivering brand value through every channel
  37. 37. The legacy of J Walter Thompson
  38. 38. The legacy of JWT  Focus on customer response – not messaging  Long term advertising effects and brand building  Intuitive grasp of how advertising reflected brand personality  Proven through IPA effectiveness awards  The planning model which was most borrowed when other agencies took it up
  39. 39. The big ideas at Boase Massimi Pollitt  Planners as connectors of co-creation between creatives and customers. The Webster bounce-back from failure.  The balance of relevant versus distinctive – creativity never out of control or advertising over-researched  The agency’s understanding of customers more useful than giving away marketing services – and kept clients loyal
  40. 40. The legacy of BMP
  41. 41. The legacy of BMP  Era defining TV ads – largely because of Webster  Humanity of the advertising – not just Brit humour  Planning approach which was hands on with advertising ideas – so not intellectual  History of IPA effectiveness awards – it was never about making ads in focus groups. BMP was thorough  Effective internal culture – Paddington democracy  Intellectual entrepreneurs – look at all those books!
  42. 42. The twin hypotheses  Planning is a global success – they even call planners strategists now!  Planning is a craven failure. It should be closed tomorrow to save money – it makes no visible difference to quality
  43. 43. Account planning/strategy is an established function – a global success  Found all over the world  In every kind of agency  In many different roles  BBC has planners – to manage audiences  So does Ford and Diageo – marketing companies. And Twitter
  44. 44. BUT  Advertising a low margin business  Planners have been corrupted by  Post rationalisation and selling ads  Where is the focus on the customer?  Behaviourism has replaced cognitive models  Bogus quant measures – pretesting, ad exposure, big data  Big agency networks and monopolistic media companies (where are the startups?)  Lots of terrible ads – with planning input!
  45. 45. What the book covers The story of how it started  What they actually did day to day  Who they admired the most and why  What they’re most proud of  What they regret How it relates to today’s realities for planners  Skillsets  Working with the account group  Working with clients  Building departments and culture
  46. 46. What planners are made of Analytical + Creative (this is mandatory)
  47. 47. The higher powers  The terrier mentality  The listening planner  The spare pair of hands  The persuaders  Those who improve the quality of the conversation (Skills only Jedi planners possess)
  48. 48. Looking forward – Tracey’s take  How to develop planning talent  Strategy – move up the food chain or towards execution?  Creative briefing: experimentation vs effectiveness  Consumers – humanity vs technology  Planning consultancy or culture
  50. 50. Planning a British invention!  Modern business, marketing, advertising, market research started in the USA  But account planning is a British invention – the last significant innovation in how agencies are staffed in the last 50 years
  51. 51. Consumer responsiveness is the original and best planning idea – USE IT! Customer feedback about products and advertising
  52. 52. The next book is about strategists in beehives and a social model of planning: “Its not how much nectar you find. But how much you persuade others to carry” Dancer (forager) Dance Followers (unemployed foragers) WAGGLEDANCERS
  53. 53. The book that explains what account planning is for (without being a text book or a history book)
  54. 54. Get yourself a copy And buy one for a friend! Tracey Follows John Griffiths Published July 2016 publisher distributor ‘This book needs to read by everybody who cares about planning’ Reviewer In hardback or ebook format
  55. 55. And who is this speaker anyway?  Worked in advertising for over 30 years  Got into planning and hasn’t managed to leave it yet  One of the first planners to work through the line in the 1990s on direct marketing, sales promotion, sponsorship and integration. Yes digital too  Has run my own consultancy Planning Above and Beyond since going freelance  I train and mentor ad people including SCA Brixton  And has a thing about potatoes..