ON PLANNINGBY MEREDITH SPEIER, SENIOR DIRECTOR, STRATEGIC PLANNING

March 2, 2012

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Overview

Who am I

Types of planning

What kind of planner are you?

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A little bit about meyear1 – 3

Year3 – 7

year7 – 12

year12 – 17

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A little bit about JWT

200 offices

90 countries

10,000 marketing professionals

One of 300 WPP companies

The Minneapolis office of JWT is the digital center of excellence

Jack PeroneToronto Brooke

CurtisLondon

Said SeihoubVienna

Ugo CeriaMadrid

Ekaterina Filimonova

Moscow

Pragya SinghNew Delhi

Jordan PriceTokyo

Hajime katoTokyo

Mollie HillSingapore

Khurram Hussain Lahore

Kareem FaridCairo

Russell Martin

Cape TownAna

HernandesSão Paulo

Gonzalo FonsecaBuenos Aires

Vannya MartinezMexico City

Meredith Speier

Minneapolis

Adrian Barrow

New York

Haidong Guan

Shanghai

Thomas McGillickSydney

Antonio AbelloBogotá

Over 250 planners across the globe

JWT and Planning

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TYPES OF PLANNING

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The roots of planning

Strategy

Brand Planning

Connection Planning

Account Planning

Media Planning

Digital Strategy

Content Strategy

CRM Planning

Communication Planning

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Types of planning we’ll cover today

Strategy

Brand Planning

Account Planning

Media Planning

Digital Strategy

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Strategic Planning

Assess the situation

Identify and solve the problem

Map a plan for success

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Strategic Planning

Stakeholder Alignment Audience Insights Competitive/ Industry

Assessment Success Metrics Strategic Plan & Roadmap

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Brand Planning

PLANNER

Brand Planning

“Somewhere in your product, or in your business, there is a ‘difference’, an idea that can be developed into a

story so big, so vital, and so compelling to your public as to isolate your product from its competitors,

and make your public think of it as distinctly a different kind of product.”

J. Walter Thompson, 1917

Examples of brand ideas

Real beauty Creative independence

Fun family entertainment

Authentic athletic

performance

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Account Planning

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Account Planning

Client Account Director

Creative

Media

Client

Account Planner

Account Director

Media

Creative

Before Account Planning

After Account Planning

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Account Planning

Coca Cola’s Creative BriefExcerpted from: Coca Cola Content 2020 Part One, The CognitiveMedia

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Media Planning

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Media Planning

Source: Griffin Farley, Strategic Planning in Advertising, Tampa Ad2 Club

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Media Planning

Source: Griffin Farley, Strategic Planning in Advertising, Tampa Ad2 Club

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Media Planning

Source: Griffin Farley, Strategic Planning in Advertising, Tampa Ad2 Club

Digital Strategy

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Oldest Age 86 65 46 29Youngest Age 66 47 30 10Total Population 35,254,874 77,980,296 63,425,317 87,608,116

Percent of Pop 11% 25% 21% 29%Average time online/month 33.7 38.0 36.4 29.2Mobile owners 69% 87% 94% 65%Smartphone owners 18% 35% 62% 58%

Source: U.S. Census Bureau, Population Division, September 2011 and eMarketer, November 2011

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Digital Strategy

Stakeholder Alignment Audience Insights Competitive/ Industry

Assessment Success Metrics Strategic Plan & Roadmap

Online usage, savvy, etc.

Mobile & web assessment

Web analytics, digital metrics

Digital roadmap & release plan

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Which one is right for you?

Strategy

Brand Planning

Account Planning

Media Planning

Digital Strategy

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Which one is right for you?

My planning quiz:

1. Are you a business major and/or do you have a solid understanding of business process?2. Do your future plans include an MBA?

3. Do you like to solve complex problems?

If you answered YES to 2 out of 3 of these, you’re a great candidate for Strategic Planning

If you also have a passion for all things digital (the web, mobile, social media, etc.), you could be a great candidate for Digital Strategy

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Which one is right for you?

My planning quiz:

1. Do you love brands and everything about them?2. Do you love to watch advertising and dissect commercials?

3. Do you have a good understanding of all of the facets of marketing?

If you answered YES to 2 out of 3 of these, you’re a great candidate for Brand Planning

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Which one is right for you?

My planning quiz:

1. Do you love research; both conducting it and analyzing it?2. Do you often find yourself trying to “figure people out”?

3. Do people ever tell you you’re inspirational or a good “idea” person?

If you answered YES to 2 out of 3 of these, you’re a great candidate for Account Planning

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Which one is right for you?

My planning quiz:

1. Do you love crunching or analyzing data?2. Most of the time, do you prefer to operate within a defined process, but sometimes do

something totally outside the box?3. Do people ever tell you you’re one of those rare students who are good with numbers

and with people?

If you answered YES to 2 out of 3 of these, you’re a great candidate for Media Planning

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Planning Recap

Planning Outputs Skill set

Strategic Planning Business roadmaps, success metrics, objectives and strategies

Business acumen, MBA, financial understanding

Brand Planning Brand ideas and architecture Creativity, love for brands

Account Planning Creative briefs, inspiration, research and audience insights

Researcher, thoughtful, creativity

Media Planning Media plans, social media plans, audience research

Mathematics, research, forward-thinking

Digital Strategy Digital roadmaps, research, web analytics reports, process change

Business acumen, analytical, forward thinking

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Q & A