Presentation 1

The World of Planning
Brittany Diamond
Miami Ad School Bootcamp Week 1
October 5-7

Proprietary & Confidential. © 2011 R/GA All rights reserved.

Welcome!
Proprietary & Confidential. © 2011 R/GA All rights reserved. /2

/Planning
What is planning?
What is a planner?


What is account planning?

ac·count planning [uh-kount] [plan-ing]
noun
1.Account: an oral or written description of particular events or situations; narrative: an
account of the meetings; an account of the trip.
2. Planning: The act or process of making a plan
3. Strategy, problem solving, storytelling, branding, brand visions, brand
positioning, marketing, advertising, marketing communication, market
research, ethnography, blah, blah, too difficult to define


A planner is a…

Researcher
Uncovers information and insights about the brand,
category, consumer and culture through qualitative
& quantitative research.

Psychologist + Anthropologist
Understands and reveals the way people think and behave.

Analyst
Interprets data and identifies meaningful implications.

Translator
Communicate the client‘s business objectives and challenges, as well as your
findings, to the creative team in a &simple and R/GA All rights reserved.
Proprietary Confidential. © 2011
clear way.
/5

A planner is also a…

Problem Solver
Works towards developing solutions that both help clients with their business challenges
and help consumers with their needs and desires.

Artist / Writer
Uses creativity to paint a picture of what‘s going on, craft a strategy and tell a story.

Storyteller
Presents the assignment, situation, findings, and strategy in a compelling, cohesive way.

Muse
Inspires creatives to make awesome (and effective) work.


The value of planners

Ensures creative work resonates with target audience

Identifies consumers‘ unmet needs

Discovers how the brand can provide value to consumers

Helps everyone see the big picture: creating relationships between brands and consumers,
not just selling products

Brings interesting things to light that help stir up creative ideas

Keeps everyone focused on the problem at hand

Makes sure the work is not just cool, but also effective

Supports creative ideas when selling them to the client

(these are just some, there are many more)

Creative
/Briefs
What do only planners create?


What is a creative brief?

The holy grail for planners

A summation of everything that is important to know for a project:
the background, brand challenge, objectives, target audience, insight and creative strategy

Gives the creative team direction and inspiration

Keeps everyone on the same page

Ranges from a one page word document to a robust presentation


Two types of creative briefs

Vision Brief

• Document to capture the highest level of strategic thinking on the brand

• The Vision Brief is for the larger idea that leads to a fundamental business/cultural
shift for the brand

Practice Brief
• Document to inspire and direct creative for individual tasks

• The Practice Brief is around a specific project

1) Macro target and mindset that needs to be a
addressed
2) The desired end-state for the brand
3) Pivotal idea that will get&us there R/GA All rights reserved.
Proprietary Confidential. © 2011 / 10

The Vision Brief

Proprietary & Confidential. © 2011 R/GA All rights reserved. / 11

Client: Vision Brief
How do consumers see it? How does the brand
Existing Brand Context
currently behave? It‘s past up‘s and downs?

The business challenge

Who do we need to
engage

What are they currently
doing

The shift

The new idea that will
cause this

Support

Other considerations



What direction does the company want to compete in?
The business challenge What is opportunity? Reinvent? Redefine? Protect? Be
positive.

Who do we need to
engage

doing

The shift

cause this

Support





At the highest level, what are they interested in? What
Who do we need to
engage
motivates them? Who is the ―core‖ customer we need
to have participate?
doing

The shift

cause this

Support





Who do we need to
engage

doing
What are they doing now? What is Status Quo?

The shift

cause this

Support





Who do we need to
engage

doing

What is the shift/change we want to cause? What is the
The shift consumer shift that will achieve the business
advantage?
cause this

Support





Who do we need to
engage

doing

The shift

cause this
What will change the brand?

Support





Who do we need to
engage

doing

The shift

cause this

Support What products/services do they have that support this?


How do consumers see it? How does the brand
currently behave? It‘s past up‘s and downs?
What direction does the company want to compete in?
The business challenge What is opportunity? Reinvent? Redefine? Protect? Be
positive.
At the highest level, what are they interested in? What
Who do we need to
engage
motivates them? Who is the ―core‖ customer we need
to have participate?
doing
What are they doing now? What is Status Quo?

What is the shift/change we want to cause? What is the
The shift consumer shift that will achieve the business
advantage?
cause this
What will change the brand?

Support What products/services do they have that support this?

The Practice Brief


Client: Practice Brief

Brand

Challenge

Objectives

People

Insight

The idea

Reasons to Believe

Connections

Other stuff Proprietary & Confidential. © 2011 R/GA All rights reserved. / 21

Levi’s Curve ID: Creative Brief
Brand Levi’s launched Curve ID last year, an entirely new fit platform for women based on her shape and not just her size. The
system is comprised of 4 distinct curves – Slight, Demi, Bold and Supreme. This spring Levi’s will continue to promote Curve
ID with the seasonal style news of ankle skinny jeans.

Challenge We need to use digital to raise awareness of Levi’s Curve ID. Awareness is low among women because:
1) Women think Levi’s is for men, so they don’t pay attention to anything they see from Levi’s. The brand is not in their
(Assignment + problem) consideration set. Also, they don’t perceive Levi’s jeans to be stylish or sexy.
2) Women don’t understand what Curve ID is. The print ads don’t effectively explain the system.

Objectives • Drive awareness that Levi’s is for women
• Drive awareness and education of the Curve ID system

People “Conventional” women, 25+, who like to stay current with fashion but not set the trend, and “Progressive” women, 18-34, who
boldly set their own style. They first and foremost want jeans that are flattering on them. This is not easy to find, though,
because jeans fit each person differently and the sizes, styles and brands of jeans rarely fit consistently. It takes women a
long time to find a pair that makes them feel sexy. Jeans shopping also forces women to scrutinize their bodies, often at their
biggest problem areas. They look at the mirror thinking how they wish their stomach was flatter, legs were longer, butt was
tighter. They leave the store feeling that they need to eat less and workout more.

Insight Shopping for jeans is unpleasant. It often leaves women feeling stressed, frustrated and self-conscious. “It’s the next worst
thing after bathing suit shopping.”

The Idea The Jeans Shopping Revolution
Teach women that Curve ID provides a completely new and different approach to jeans shopping. It helps women sort through
the clutter of brands and sizes to find the right pair for their body, saving them from the pain of trying on jeans that look bad on
them and feeling bad about themselves. Curve ID transforms jeans shopping from stressful to stress-free, from anxiety-ridden
to confidence-boosting.

Reasons to Believe Levi’s has equity in knowing jeans. They measured over 60,000 women to build a system that knows women and caters to
every woman’s body type and shape. Online, Curve ID provides a simple how-to guide that helps women get their ID and find
the perfect jeans. In store, Levi’s provides custom fittings.

Considerations Must leverage the ATL& Confidential. © 2011 R/GA All rights reserved.
Proprietary (Above The Line) Spring campaign aesthetic. / 22

Good Briefs

Provide a clear understanding of the target audience and the role of the product in their lives

Provide focus AND inspiration

Written collaboratively with creatives

Speak the TRUTH

Provocative (when appropriate)


Good Briefs are BRIEF

―I have made this letter longer
than usual because I lack the
time to make it short.‖
Blaise Pascal, 1656


Bad Briefs: What not to do

Don‘t use generic, overused marketing speak. Say what you mean, don‘t dance around it.

Don‘t use big words just to sound smart.

Don‘t include details that aren‘t important or relevant to the project.

Don‘t try to make the ―single most compelling idea‖ sound like a headline.

Remember: you are creative, but you aren‘t THE creative…your job is to provide creative
direction and inspiration, not to come up with the creative idea for the campaign.


Briefing decks should be
interesting and inspiring


THE WAY TO MY HEART.
I’ve always wanted someone to name the little things I do.
Like in all the movies. Because that means for more than a few seconds you
were watching me and noticing what makes me tick and what makes me happy.
I love that. I think when I meet the right guy he will do it.


What is an Insight?

A human truth
in·sight (nst)
n.
1. The capacity to discern the true nature of a situation; penetration.
2. The act or outcome of grasping the inward or hidden nature of things or of perceiving in
an intuitive manner.

It is not a data point that you found in your research. It‘s something that you observe,
instinctually realize, piece together or arrive at.


Insights fuel creative ideas

You uncover an insight

You create a strategy based on the insight

Creatives come up with ideas based off your insight and strategy


Case Study from Miami Ad School

Background:
NuvaRing wanted to get women taking birth control to switch to its vaginal ring birth control

Challenge:
Women were afraid of it. It‘s totally foreign to them. They didn‘t feel it would be comfortable
and they worried they wouldn‘t know how to use it.

People:
Women currently on the pill

Insight:
Women just accept that taking the pill everyday is a daily stress.

The Idea: Re-think the pill.

Remind women how annoying it is to have to take the pill every day.


What we did

Note: The quality of this execution is not the norm for Ad School, so
don‘t compare what you see this semester to this. This was way above
and beyond most work presented while I was at the Bootcamp.


What NuvaRing did

―Break Free from the Pack‖

http://www.youtube.com/watch?v=mb49mo5uvE0


There’s isn’t a right or wrong insight or
creative solution

We were the only team whose strategy was to present the pill as the enemy, rather than
focus on NuvaRing.

Although NuvaRing used the same approach as us, there were still lots of other GREAT
ideas in the class.


Personas +
/Profiles
How do you bring the consumer to life?


THE WHAT, WHEN,
HOW, & WHY OF WHO


Behaviors
Needs
Goals
Desires
…of a
Motivations SPECIFIC
HUMANIZE Attitudes
Decision Factors
USER
DRAMATIZE Pain Points For a
Influencers
NARRATE… Neuroses
SPECIFIC
Complexes REASON
Deepest Fears


Allison Allison Age
Education
Employment
35
College-graduate
Works full time at PR firm
Marital Status Married
The Conventional Kids Daughter,: Ella, 1
The Conventional Woman Location Haverford, PA

“I just want to look good”

Balancing her job and taking care of her daughter Ella, Allison look goodmuchme, to shop. When hard to find.”
“I simply want jeans that doesn’t have on time but that’s it comes to jeans
though, she will make time. They are not something she can buy on a whim. Allison follows the trends and likes to buy
clothes thinks now: Levi’s is forbut she doesn’t seek to be ahead of the tren
What she
that are stylish, men
What we want her to think: Oh wow, Levi’s is for women, too. I want to try their Curve ID and get a pair.

Shopping Behaviors “Now that I’m back to working full time and have a family to take care of, I don’t have much
time for shopping anymore. Online shopping and style websites are total life savers! I still like
• Tries to look “put together”
to follow the trends and buy stylish clothes. I tend to stick to the brands that I know and wear
• Chooses popular brands and styles
• Seeks “flattering” first styles that are popular, as long as I can pull them off. My main concern is just looking good.

The one type of shopping I will make time for is jeans. As much as I hate it, (it’s only second
Online Behaviors worst to bathing suit shopping) it’s not something I can do on a whim or take lightly.
• Reads ratings & reviews It’s really hard to find a pair that fits well and is flattering. And every pair fits differently.
• Shops / looks at fashion sites and blogs There’s no consistency! Sometimes a brand will fit me, sometimes it won’t. Sometimes I’m a
• Facebook , LinkedIn size 29, other times I’m a 30. A pair may look great on my friend, but horrendous on me.
• Plays games
• Gets info from company websites
The first thing I look for when shopping for jeans is style or wash. When I’m trying on jeans, I
• Reads about fashion, cooking, home
décor, and travel think about whether I would wear them with heels or flats, and when I would wear them:
• Looks up local events during the day, at work, going to the playground on the weekend, going out to dinner, etc.
• Gets daily emails from favorite fashion
companies with special offers and news Jeans shopping is also mentally draining because you are forced to really look closely at your
• People.com, piperlime, Gilt, Stylecaster
body, often at the parts you hate most (for me, it’s my stomach and thighs). Especially now
that I’ve been through pregnancy, I cringe every time I look at my stomach. So when I do find a
Mobile Behaviors pair of jeans that look good on me, it’s very exciting. I feel accomplished and then I can’t wait
• Blackberry (43% own smartphone)
to wear them. Usually this only happens after a few grueling hours, though.”
• Text, email, Facebook, research products

Cara Allison Age
Education
Employment
19
College
Unemployed
Marital Status Single
The Conventional Kids None
The Progressive Woman Location Brooklyn, NY

“I just want to look good”

Balancing her job and taking care of“I’m always looking for things that help meWhen it comes to jeans
her daughter Ella, Allison doesn’t have much time to shop. show off my
though, she will make time. They are not something she can buy unique style.” follows the trends and likes to buy
on a whim. Allison
clothes that are stylish, but she doesn’t seek to be ahead of the trend. She wears styles and brands once they become
popular. When it comes to fash
ion, and jeans especially, her top priority is looking good and feeling comfortable.
What she thinks now: Levi’s is cool because it’s authentic. My guy friends like them.
What we want her to think: Levi’s has some hot jeans that would be perfect for a unique, stylish outfit. I want a pair of my own.

Shopping Behaviors
• Love putting looks together
“I came to New York City to study fashion design at Parson’s and I’m definitely enjoying it so
• Chooses premium and emerging brands far. My friends (also aspiring artists) and I are always looking for new and interesting things to
• Seeks a unique style try. I like stumbling across hole-in-the-wall restaurants and discovering new bands most
people have never heard of. I also love fashion and experimenting with new styles.
Online Behaviors

• Visit fashion sites and blogs For me, style is about self-expression. I don’t want to look like everyone else. I check out a few
• Facebook, Twitter, Youtube fashion blogs every day to get inspiration for putting outfits together, but I never copy anything
• Watches videos and TV programs (live) exactly. I want my look to be my own.
• Reads about fashion, music, celeb gossip
• Looks up local events
• Gets daily emails from favorite fashion
Creating an outfit is like an art, and jeans are the palate you start with. Jeans set the tone for
companies with special offers and news the rest of the items you choose to wear with them. What’s great about jeans is that there are
• Manrepeller, Gawker, Sartorialist, so many different styles and can be part of tons of different looks. For example, for a casual
stylelikeu, stylerookie, garancedore.fr/en look, during the day when I’m going to class or the coffee shop around the corner , I’ll throw on
http://vanessajackman.blogspot.com/ a loose t-shirt or flannel shirt and my Tom’s shoes. At night, if I’m going out and want to look
http://alltheprettybirds.blogspot.com
hot, I may wear my high-waisted jeans with a cute blouse and pumps. Usually when I feel
Mobile Behaviors
bloated or lazy I’ll wear my boyfriend jeans. I change it up all the time. like to take fashion
risks. The outfits I wear sometimes may be seen as crazy, but at least they’re never boring!”
• iPhone; (64% own smartphone)
• Web, Text, Facebook, Navigation, Finance,

Maya Fitzgeralds The Ambitious Independent

―The world is my playground.‖
My mom keeps asking me when I‘m going to Emotional Map
settle down already and start a family. My
reaction: What‘s the rush? Right now I‘m all about
work hard, play hard.

It‘s not that I don‘t want a family—that might be
me some day– but right now I have nothing to
hold me back from what I love to do: travel.

There‘s nothing more fun than landing someplace
you‘ve never been, meeting new people, and
Age 29 soaking up a new culture.
Geography St. Louis, MO
I need some pampering too. Any one of my
HH income $66,000 friends will tell you I‘ve never turned down a last
minute spa weekend.
Employment Pharmaceutical Sales Rep


Maya Fitzgeralds The Ambitious Independent

AUDIENCE NEEDS BRAND OPPORTUNITIES
THINK (messaging) DO (experience) SHARE (community)
Shopping is best when MasterCard offers me a new Give me an opportunity to see Give me ways to share my best
shared. I never consider a view into my shopping and how others are shopping. Not with shopping victories. Offer me tools
purchase final until my makes sharing automatic. the same ‗read and review‘ way, that work where I am regularly
friends have weighed in on but in a way that tells more of a (e.g. Facebook, etc.)
it. story

I am saving up for my MasterCard gives me an Bring my spending to life in a Help me set better goals and give
future (e.g., house, car) so I intuitive way to compare what more intuitive way than just a list me ideas for gifts within my
have to be really diligent I‘m spending with what I want. of transactions. To me, seeing is budget.
about my budget. But I love believing.
splurging on my friends.

I love to document my MasterCard provides me with I will share my information with a Give me new ways to share my
travel. Photo albums, the tools to make my travel company I trust, as long as the combined passions of travel and
emails to my friends, you more personal and experience is worth it. shopping.
name it. meaningful… automatically.


Target profiles and personas may
not always be so in-depth.

Don’t be overwhelmed by how
much info is in these examples.

Things to keep in mind: Being a planner

• You will be doing a lot more than writing briefs
• Planners wear a lot of different hats
• Be confident yet humble
• Don‘t be afraid to ask questions
• Be a good listener
• Be proactive
• Be provocative
• Be sensitive when evaluating creative work
• Be friends with your creative team
• Be open minded
• Always look at things from all perspectives
• Don‘t use as many bullets on a slide as I have in this presentation


Things to keep in mind: Outside of work

• Stay in touch with your classmates and teachers.

• Remember that planners are really busy, so don‘t worry if you don‘t hear back from them
immediately. Be patient. Sometimes you may need to follow up.

• Make time to do the things you love outside of work.


Things to keep in mind: Interviewing

Tell a succinct story (elevator pitch):
• For your case studies: explain the assignment, what you did, what you found,
what your strategy was, and what work came out of it

Do your homework on the company

Come prepared with questions

Be prepared to answer these questions:
• Why do you want to be a planner?
• What are you looking for in an agency?
• What was the most challenging thing you‘ve worked on? How did you handle it?
• What would be your ideal brand to work on and why?
• What are some of your favorite campaigns? Why?
• What do you like to do for fun?


Be passionate
Be curious
Be interesting
Be persistent

Presentation 1

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (20)

Similar to Presentation 1

Similar to Presentation 1 (20)

Presentation 1

Editor's Notes