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STRATEGIC PLANNING by Shafiq Pontoh

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@ShafiqPontoh     Strategic  Planner   Ogilvy  &  Mather  Adver9sing  
What  is  strategic  planning?       How  do  we  plan?       The  results  of  strategic  planning         strategic  planning  is  like  good  underwear  –       it  never  shows,  but  if  you  don t  have  it,   everybody  knows!     Shubho  Sarkar  –  Bates  101  
LOGIC MAGIC
THE OBJECTIVE
The insights -  Consumers insights -  Cultural insights -  Product insights -  Category insights -  Market insights -  Brand insights -  Company insights -  Client insights -  Business insights -  Creative insights -  Media insights -  Technology insights -  etc -  etc -  etc
For (TA, Behavioral, wow, need based), Brand Name is (Role in TA s life) + Benefits
Thank  you  J   @ShafiqPontoh     Strategic  Planner   Ogilvy  &  Mather  Adver9sing  

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STRATEGIC PLANNING by Shafiq Pontoh

  • 1. @ShafiqPontoh     Strategic  Planner   Ogilvy  &  Mather  Adver9sing  
  • 2. What  is  strategic  planning?       How  do  we  plan?       The  results  of  strategic  planning         strategic  planning  is  like  good  underwear  –       it  never  shows,  but  if  you  don t  have  it,   everybody  knows!     Shubho  Sarkar  –  Bates  101  
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  • 6. LOGIC MAGIC
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  • 8. THE OBJECTIVE
  • 9. The insights -  Consumers insights -  Cultural insights -  Product insights -  Category insights -  Market insights -  Brand insights -  Company insights -  Client insights -  Business insights -  Creative insights -  Media insights -  Technology insights -  etc -  etc -  etc
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  • 11. For (TA, Behavioral, wow, need based), Brand Name is (Role in TA s life) + Benefits
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  • 17. Thank  you  J   @ShafiqPontoh     Strategic  Planner   Ogilvy  &  Mather  Adver9sing