1. Presentation in ADCR Campus on Digital Communication
(Art Director Club Russia), May 2, 2010
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
2.
3.
4. Ad agency
Creative
competences
Client Account
service Planning/
competences Strategy
competences
6. With networking economy
Understanding the social aspect of every
activity becomes
customer and society increasingly important.
Understanding
Understanding
economy
creativity
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.
7. Understanding
customer and society
Understanding
Understanding
economy
creativity
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?
9. Competences
• Understanding consumer
(incl. flexible use of research tools)
• Understanding creativity and creative
Creative processes
• Understanding communication
Account • Understanding channels (media) and
Planning platforms
• Understanding culture
Client
• Understanding clients business
• Understanding economy, marketing and
strategy in broader sense
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
14. Before creative brief
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?
15. “THE ESSENCE OF
A GREAT BRIEF IS
SACRIFICE”
“OUR JOB IS
TO SIMPLIFY”
BILL BERNBACH
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/
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)
30. The border between Planning and
Creative is disappearing:
Alex Bogusky
MDC
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”.