Strategic Smarts

What do planners do?

STRATEGYCREATIVE

BRIEFCREATIVE

DEVELOPMENTPRODUCTION LIVE

CLIENT BRIEF

Creative Rationalisation, Sell In and Helping Develop Work

CREATIVE PRESENTATION WRITING

Exploratory Insight Hunting and Client

ConsultancySTRATEGY WRITING

More Insight Hunting

CREATIVE BRIEF WRITING

Measurement and Evaluation

REPORT WRITING

CLIENT BRIEF

EXPLORATORY PRIMARY

RESEARCH

SECONDARY/DESK RESEARCH

CLIENT INSIGHT & EXPERIENCE

CREATIVE DEVELOPMENT RESEARCH

TRACKING RESEARCH

ECONOMETRICS

PCA/ANALYTICS

WHAT I’M DOING

WHAT YOU SEE

INPUTS

Why do we need strategy?

Strategy provides frame work and measurement – it applies some

science to something which might otherwise be a matter of guesswork

Source: Head (1998) Define the strategy

Galvanise everyone around a single vision and direction

Provide direction and parameters for creative work to ensure it meets client’s objectives

Inspire, enthuse and make what we do easy to pass on

Where strategy fits into the process

In advertising, strategy is the way you plan to sell the product, not the words

and pictures that you use to sell it. Strategy consists of saying what you

need to say, even before you’ve found the right way to say it. Strategic

planning is the stage between fact gathering and the big idea.

Source: Jewler and Dewniany (1998) Creative Strategy in Advertising

All the stuff we do before we can even write a strategy

1.Definition of the brand’s business problem

2.Interrogation of the brand’s marketing mix

3.Analysis of the brand’s total marketing situation

4.Analysis of consumer’s relationship with the brand

5.Derivation of a realistically defined role for advertising

6.The advertising objectives & strategy

PROCESS

BREADTH OF ANALYSIS

Source: Cooper (1997) How to plan advertising

What goes into a strategy – the basics

Where are we now?

Why are we here?

Where do we

want to be?

How do we get there?

Are we getting there?

JWT PLANNING

CYCLE

THE MAIN BONES OF

ONE

In other words…

1. Definition of the base point

2. Definition of the end point

3. Description of the process for making the transition

4. Criteria against which progress can be measured

5. A platform from which detailed plans can be produced e.g. creative briefs, PR plans, social media and content plans

Source: Head (1998) Define the strategy

The basic ingredientsTARGET AUDIENCE

Identify the best audience to fulfil your objectives

DESIRED RESPONSEWhat they are doing/thinking/feeling now and what do we want them to do/think/feel differently

POSITIONINGThe unique thing about your brand, that when experienced/heard /seen, will achieve the desired response

COMMUNICATIONS STRATEGYThe best way to convey the unique thing about your brand to the target audience

MEDIA STRATEGYWhere you reach the target audience with your communications

Source: : Head (1998) Define the strategy, Percy and Elliott (2005)Strategic Advertising Management

WHO

WHAT

WHY

HOW

WHERE

One approach to brand positioning

BRAND PURPOSE

The unique role our brand plays in people’s

lives

BRAND BELIEFA strong opinion the brand has about the consumer, category or competition

BRAND TRUTHThe credible truth upon which the brand is built

BRAND BEHAVIOURHow the brand acts and communicates

Where research fits

STRATEGYCREATIVE

BRIEFCREATIVE

DEVELOPMENTPRODUCTION LIVE

EXPLORATORY CONSUMER RESEARCH

U&A, Segmentation, Ethnography, Market Mapping

EXPLORATORY BRAND RESEARCHStakeholder Interviews, Shadowing

PROPOSITION /POSITIONING RESEARCH

QUALITATIVE CREATIVE DEVELOPMENT

QUANTITATIVE CREATIVE PRE-TESTING

BRAND/AD TRACKING Quantitative and Qualitative

A typical research process

RESEARCH BRIEF

RESEARCH PROPOSAL

FIELDWORK DEBRIEFQUESTIONNAIRE/DISCUSSI

ON GUIDE

STIMULUS

RECRUITMENT/SAMPLING

1 WEEKKARMA + CLIENT

2 WEEKSRESEARCH AGENCY

2 WEEKSRESEARCH AGENCY

2 WEEKSRESEARCH

AGENCY/RECRUITER

2-6 WEEKSRESEARCH AGENCY

1-4 WEEKSRESEARCH AGENCY