Core Lecture Lecture Presentation

How Current “Hot” U.S. Agencies Think, Write and Draw: A Few Examples and The Role of the Account Planner. ,[object Object],[object Object],[object Object],[object Object],[object Object]

What A Good Planner Has . . . ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Where Did Planners Come From Anyhow ? ,[object Object],[object Object],[object Object],[object Object],[object Object]

Strategic Development Stage ,[object Object],[object Object],[object Object],[object Object],Personal relevancy encapsulates the rational and emotional appeals of the brand.

Creative Development Stage ,[object Object],[object Object]

The Approval Stage • Bold or original work, that goes against conventions, sometimes has a rough ride. • Objective justification can help to win the case. • The planner will help to provide reassurance on how and why the particular piece of advertising will work for the brand. • It is not arbitrary -- it is messianic!

Overall Planning Achievements ,[object Object],[object Object]

Where Do Planners Stand In the Politics and Work Product of The Agency? ,[object Object],[object Object]

The 21 st Century Strategic Account Planner ,[object Object],[object Object],[object Object]

Inside the Agency . . . ,[object Object],[object Object],[object Object],[object Object]

The New Brief ,[object Object],[object Object],[object Object],[object Object],[object Object]

The Hydra (RG/A) The new team; conversant with the entire spectrum Of purchase behavior and The role each member of Team Hydra.

Defining New Deliverables ,[object Object],[object Object]

So, Why does This Stuff Work? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

And What Was The Role Of The Account Planner?

They Got Lucky ! ,[object Object],[object Object],[object Object],[object Object],[object Object]

Produced A “Transcendental” Level of Understanding ,[object Object],[object Object]

How Do We Do Great Work? ,[object Object],[object Object],[object Object],[object Object],[object Object]

So . . . What Applies In A Digital Social Networked World? ,[object Object],[object Object],[object Object],[object Object]

The Digital Network Reach! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

And Is There Any Place For Conventional Media? The notion of integration for many starts with this question.

Key Elements In The Process ,[object Object],[object Object],[object Object],[object Object],[object Object]

Addressable TV Advertising ,[object Object],[object Object]

Examples ,[object Object],[object Object],[object Object],[object Object]

Sustaining Interest Following Environmental Disasters ,[object Object],[object Object],[object Object],[object Object]

Corporate Actions In Disaster or Environmental Circumstances ,[object Object],[object Object],[object Object],[object Object],[object Object]

In A Sense – Charities Compete ,[object Object]

One Firm’s Charitable Causes That Regularly Receive Donations (Honest!) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

And More . . . ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Core Lecture Lecture Presentation

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Core Lecture Lecture Presentation