By Griffin FarleyProfiling Account Planners for Talent Measurement

ACCOUNT PLANNERSWHAT IF

WERE VIDEO GAMECHARACTERS?

[REVISED]

WHAT IS A GREAT WORK DAY?

Part of the Harvard Business Review Breakthrough Ideas for 2010 was a short article about what motivates workers today. 600 managers were interviewed and “Recognition for good work” was their answer. They were wrong.

Instead progress was the answer that workers gave when they were asked the same question. On their best work days, progress was evident and celebrated.

How do we measure progress in account planning?

2http://hbr.org/2010/01/the-hbr-list-breakthrough-ideas-for-2010/ar/1

WHY VIDEO CHARACTERS?

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Video Games are really good at measuring progress, including popular Facebook games like Mafia Wars or Farmville.

I set out to dissect the skills that are important to account planners in the advertising industry and create a system of measurement.

Others weighed in (special thanks to Amber Finlay from Naked) on the system and it has evolved into this presentation.

PROPOSED LIST OF PLANNING SKILLS

BRAINSTORMING & COLLABORATION - This skill allows you to lead brainstorms and collaborate with others

PRESENTATION - This skill showcases your prowess in Power Point or Keynote creation and public speaking skills

WRITING - This skill displays your talent in persuasive and informative writing skills

CREATIVE BRIEFINGS - This skill aligns with your oratory and theatrical skills of inspiring creatives during the briefing

CAMPAIGN EVALUATION - This skill has been hardened by copy testing management and campaign reporting

COMMS PLANNING - This skill aligns with your media strategy skills including the digital and mobile channels

CLIENT BUSINESS STRATEGY - This skill is sought by clients that ask for your help managing and running their business

AD INDUSTRY KNOWLEDGE - This skill is called upon when others ask you about best practices or category examples

RESEARCH FIRM MANAGEMENT - This skill is used when managing and negotiating prices with research firms

PERSONAL MODERATING - This skill is used if you are asked to moderate your own focus groups or ethnography research

PERSONAL DATA ANALYSIS - This skill is used if you are asked to mine through your own mountains of data

NEW PRODUCT DEVELOPMENT - This skill is used to invent new products or name new products or services

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TALENT EVALUATION POINTS

I’ve played around with various skill point allocations and this is the system that I recommend:

3 skill points per year of experience

4 skill points for all of college or university

2 skill points for a Masters degree or attending an Ad School

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ACCOUNT PLANNER STATS3 skill points per year of experience | +4 points for college | +2 points for a masters or ad school

COLLEGE YEARS 1-3 YEARS 4-6 YEARS 7-9 YEARS 10+

BRAINSTORM & COLLABORATION

PRESENTATION

WRITING

CREATIVE BRIEFINGS

CAMPAIGN EVALUATION

COMMS PLANNING

CLIENT BUSINESS STRATEGY

AD INDUSTRY KNOWLEDGE

RESEARCH FIRM MANAGEMENT

PERSONAL MODERATING

PERSONAL DATA ANALYSIS

NEW PRODUCT DEVELOPMENT

MAX 4 MAX 9 MAX 9 MAX 9 3 PER YEAR

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MY ACCOUNT PLANNING STATS3 skill points per year of experience | +4 points for college | +2 points for a masters or ad school

COLLEGE YEARS 1-3 YEARS 4-6 YEARS 7-9 YEARS 10+

BRAINSTORM & COLLABORATION 1 2 1

PRESENTATION 1 2 2 1

WRITING 1 1 1 1

CREATIVE BRIEFINGS 1 1

CAMPAIGN EVALUATION 2 1

COMMS PLANNING 2 1

CLIENT BUSINESS STRATEGY 1 1

AD INDUSTRY KNOWLEDGE 1 1 1 1 1

RESEARCH FIRM MANAGEMENT 1 2

PERSONAL MODERATING 1 1

PERSONAL DATA ANALYSIS 1 1

NEW PRODUCT DEVELOPMENT 1

MAX 4 MAX 9 MAX 9 MAX 9 3 PER YEAR

11 years of experience x3 skill points per year is 33 points. +4 skill points for College and +0 for Masters or Ad School.

Total = 37 skill points

Brainstorming & Collaboration

Presentation

Writing

Creative Briefings

Campaign Evaluation

Comms Planning

Client Business Strategy

Ad Industry Knowledge

Research Firm Management

Personal Moderating

Personal Data Analysis

New Product Development

0 1 2 3 4 5 6 7

College Years 1-3 Years 4-6 Years 7-9 Years 10+

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MY SKILL LEVEL CHART

11 years of experience x3 skill points per year is 33 points. +4 skill points for College and +0 for Masters or Ad School.

Total = 37 skill points

POINTS FOR PERSONAL WINS

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BRAINSTORMING & COLLABORATION - This skill allows you to lead and participate in brainstorms and collaborate with others - Have you ever created new workshop / brainstorm exercises? (+1 for each)

PRESENTATION - This skill showcases your prowess in Power Point or Keynote creation and public speaking skills- Have your designs or charts been lifted and re-used by others? (+2 if yes)- Have you ever spoken at a conference or on a panel? (+2 for each)

WRITING - This skill displays your talents in persuasive and informative writing skills - Do you have a blog that you regularly update? (+ 3 points)- Have you published articles? (+ 4 each)

CREATIVE BRIEFINGS - This skill aligns with your oratory and theatrical skills of inspiring creatives during the briefing - Have you changed the format of briefings at your agency? (setting, style etc) - Have others copied your briefing style?

COMMS PLANNING - This skill aligns with your media strategy skills including the digital and mobile channels- Have you ever generated a channel plan? (+3 points)- Have you ever briefed a media agency? (+1 points)- Have you ever allocated budget across channels? (+3 points)

AD INDUSTRY KNOWLEDGE - This skill is called upon when others ask you about best practices or category examples - Have you ever been quoted in the press? (+3 points)- Have you ever judged an awards show? (+3, +4 for Clios and Cannes)

PERSONAL DATA ANALYSIS - This skill is used if you are asked to mine through your own mountains of data - Have you ever interpreted a business plan? +1

NEW PRODUCT DEVELOPMENT - This skill is used to invent new products or name new products or services- Have you or your briefs ever directly named a product / service ? (+4 points ) - Have you ever generated a product innovation for a brand? ( +4 points)- Have you ever generated a product innovation for your agency? (diagnostic tools, services, etc) (+ 3 points)

PERSONAL WINS & MILESTONES

Credit to @its_amber

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ACCOUNT PLANNER STATS3 skill points per year of experience | +4 points for college | +2 points for a masters or ad school

COLLEGE YEARS 1-3 YEARS 4-6 YEARS 7-9 YEARS 10+

WINS

BRAINSTORM & COLLABORATION

PRESENTATION

WRITING

CREATIVE BRIEFINGS

CAMPAIGN EVALUATION

COMMS PLANNING

CLIENT BUSINESS STRATEGY

AD INDUSTRY KNOWLEDGE

RESEARCH FIRM MANAGEMENT

PERSONAL MODERATING

PERSONAL DATA ANALYSIS

NEW PRODUCT DEVELOPMENT

MAX 4 MAX 9 MAX 9 MAX 9 3 PER YEAR

Each Year