STRATEGIC PLANNING by Shafiq Pontoh

@ShafiqPontoh    

Strategic  Planner  Ogilvy  &  Mather  Adver9sing  

What  is  strategic  planning?      How  do  we  plan?      The  results  of  strategic  planning        

“strategic  planning  is  like  good  underwear  –      it  never  shows,  but  if  you  don’t  have  it,  

everybody  knows!”    Shubho  Sarkar  –  Bates  101  

LOGIC MAGIC

THE

OBJECTIVE

The insights -  Consumers insights -  Cultural insights -  Product insights -  Category insights -  Market insights -  Brand insights -  Company insights -  Client insights -  Business insights -  Creative insights -  Media insights -  Technology insights -  etc -  etc -  etc

For (TA, Behavioral, wow, need based), Brand Name is (Role in TA’s life) + Benefits

@ShafiqPontoh    

Strategic  Planner  Ogilvy  &  Mather  Adver9sing  

Thank  you  J