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Account Planning around the World
APG London 2 September 2008
Guy Murphy, JWT
Changing profile of world business
Source: World Bank
0
1
2
3
4
5
6
7
8
9
East Asiaand Pacific
South Asia Europe &Central Asia
Sub-Saharan
Africa
Middle East& N Africa
UK LatinAmerica &
Carib
GP
D g
row
th 2
000-
05 (
%)
The Planning ChallengeCategory Development Index
BrandDevelopment
Index
Low
Low
High
High
John QuelchHarvard Business School
Cannes Winners
1993 2006 % ch
Total Lions 229 330 +44
UK Lions 60 46 -23
Source: Cannes Lions International Advertising FestivalFilm, press, outdoor, direct categories
Cannes Press Gold Lions
1993 2006
BrazilFranceU.K.
U.K.USAItalyFrance
BrazilSpainSingaporeSweden
NorwayNetherlandsGermanyJapan
Line up
Business
Brands
Creativity
Account Planning
You
Where to?
The variables
Creative
Media
Research
Budget
Clients
Scale
Lifestyle
Support
Mapping the Planning worldEconomic
development
PlanningDevelopment
Mapping the Planning worldEconomic
development
PlanningDevelopment
JapanAustraliaCanadaFrance
USUK
ChinaRussia
ArgentinaSaudi
(Africa)
India
The strategic development of PlanningEconomic
development
PlanningDevelopment
JapanAustraliaCanadaFrance
USUK
ChinaRussia
Argentina(Africa)Saudi
India
Builddemand(prove)
Maintain leadership(innovate)
Securetrial
(pioneer)
Buildshare(push)
The required character of PlanningEconomic
development
PlanningDevelopment
The fighter The change agent
The pioneer The ‘creative’