Account Planning in a digital age
We are living in an era of consumer expression
In a digital age - A brands promise doesnt change
Everything is still about storytelling, sharing
With so much content its easy to lose focus. --- too many strategies to keep track.
Good Advertising isn’t based on new tools.
Strategies are still based on insight. Strategy has never been based on a tactic or channel.
To create great online advertising, you first need to create great advertising.
“Digital advertising today is often long on engineering but short on passion. We need to change that. The good news is, any brand can make ads like these, and even better ones. You just need to open up to the possibilities.” Aman Govil, Google Product Marketing Manager
Respect the Brief.
Clients come with symptoms not problems. The planner has to find the problems/challenges and articulate and agree on what needs to be accomplished and identify the best way to accomplish it.
The creative brief is fundamentally an insight machine. It gives insight into the audience, the product/service, and asks a smarter question that will be a catalyst for creating ideas.
A Good Brief is concise, has good direction, inspiration and allows the artist to unleash his talent.
To this day Good, fundamental ideas still begin with the creative brief. This is the one tool that is still important and hasn’t changed.
After the Brief
The account planner should write the first draft of the brief. Then, they should present the brief to the creative director or team in the same way that the creative team presents ads and creative concepts to them. Allow them to offer ideas and insights. Rework it. Make the process interactive.