strategicplanning

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Hi. I’m Brooke.

about me

I’ve taken many paths up to this point.

well-rounded

dynamic

empathetic

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What’s a planner?

planners sherpas=&

& planning

As account planners, this is what we do. We help reach consumers at their core.

We listen, so that we can be truly heard. We get into the minds and souls of our customers, our brands, and our teammates by fearlessly exposing ourselves to the environments, to people, and to ridicule. We represent the consumers, we take a stand for them, and if we get it right, we get to

live through their truths.

& the white space

But to do this, we must find the white space, the clearing for new ideas to emerge.

Because, brands are just like people. They can embrace. They can motivate. They can evolve. But they can also become boring and artificial. And it’s our jobs as planners to fully understand the brands we work on

in order to keep them relevant and alive.

& birth of planning

Before planning, there was no real advocate for the consumer

Voice of client=Account ServicesVoice of The Big Idea=Creatives

Voice of consumer=???

& history

1968 - Stephen King sets up account planning at JWT in London

1977 - Jane Newman exports planning to US

1982 - Planning makes a breakthrough at Chiat Day

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Hard-to-find (or not)

May come from consumers or something observed

Distinctive and brilliant

Much more than information

Human truths

Dig deeper

Did you get chills???

insights (Consumer, Category, Brand)

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ways to uncover insights

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what might happen next

But most always....The Creative Brief

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the best creative briefs.....

Case Study

Patron

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the situation

The Patron Spirits Company would like to increase top of mind

consideration in the high-end Ultra Premium White Spirits category.

the white space

While references to Patron have begun to pop up in the hip-hop world and the brand is seen

as a bit “trendy,” research shows that consumers also find it unique and sexy. To

capitalize on these traits, we decided to utilize the popularity of mixology and speakeasies in

our campaign.

the white space

Findings from ethnographic research we conducted showed that mixology bars are

thought of as the upper echelon of drinking establishments. These bars attract discerning

and elegant clientele. Many of these venues are now speakeasies, which are often hidden behind

unmarked doors or through long, vacant hallways. In the prohibition era, speakeasies

were meant to be kept a secret. Today, speakeasies generate great buzz and intrigue.

the brief

Why are we doing this?Patron wants to compete in the Ultra Premium White Spirits (UPWS) category, but the brand is still perceived as

a shot and margarita liquor.

What do we need to do?Persuade high end vodka and gin (UPWS) cocktail drinkers that Patron is best savored straight up or in mixed

drinks. Essentially, transform the brand’s image so that UPWS drinkers welcome Patron into their drinking repertoire.

Brand DifferentiationPatron is a luxury tequila sold in hand-blown, individually numbered bottles. It is made entirely of blue agave and is

known for smoothness compared to other tequilas.

Who are we talking to?“The Movers and Shakers”

Fashionable, classy, young professionals who are part of, or want to be a part of, the elusive night life scenes in major metropolitan cities. They drink mixed drinks and martinis and rarely take shots. They frequent the

mixology” hotspot of the moment because it keeps them away from rowdy crowds and solidifies their status.

Who are we competing against?Grey Goose, Absolut, Belvedere, Bombay Sapphire, Tanqueray No. 10

What’s the insight that will inform our message?People crave the feeling of being a part of something special.

What’s the main message we want to communicate?A secret is hard NOT to share.

the creative

--------------------------------------traveling speakeasy

Patron will set up temporary speakeasies in major cities across the country marked only be the Patron bee. Vacant spaces will be transformed into elegant lounges.

Entrance to the speakeasy will be reserved for clientele with the secret password and access will be restricted a limited number of people per night.

the creative

-------------------------------------------------------printA print campaign will build excitement for the speakeasy while images of martini and highball glasses solidify the idea that Patron is more than a shot and margarita liquor. The call to action “follow the bee” drives consumers to the locked Twitter, which will house the schedules for the speakeasy locations.

Patron will create a Twitter account that can only be accessed by a secret password. The password can only be acquired through word of mouth, direct mail pieces, and invitations handed out at specific Patron events. Once gaining entry into the Twitter feed, followers will obtain exclusive access to new recipes and events, further generating buzz for the brand.

the creative

----------------------------------------------social media

Creative BriefTHE

CHALLENGE

Creative BriefTHE

Why are we doing this? Marketing Challenge

What do we need to do? How we position the brand for change

Brand Differentiation The Unique Selling Proposition

Who are we talking to? Defining our target audience based on Psychographic/Demographic information

Who are we competing against? Our primary competitors

What’s the insight that will inform our message? Not just a fact

What’s the message we want to communicate? The key takeaway/Through-line = A single minded thought &

Creative BriefTHE

Why are we doing this?

What do we need to do?

Brand Differentiation

Who are we talking to?

Who are we competing against?

What’s the insight that will inform our message?

What’s the message we want to communicate?

Elite Food Bar

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the best creative briefs.....

finding your superpowers

Love Good&

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3 ways to help you

keeping your superpowers

BeCurious

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BeStrong

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BeHungry

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Be Fightera

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BeaChangemaker

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BeCrazy

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BeCourageous

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BeYourself

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“Who you are will always trump who you think people want you to be.”

Brene Brown

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ask me

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