English version from What is Account Planning, presented at ESADE in June 2009.

1. Discipline: MethodsandResearchTechniques Mariana Dios-Tan Studentat ESADE – Jun/2009 – Professor Barbara Costa

2. Account PlanningStrategic Planningof communication

3. To learn a little more I went to Competencethat is an advertising agency focused on strategic planning.

4. But before you understand what an account planner does, let's talk a little bit of history!

5. After all, how it all started?

6. Everything started because of two guys:

7. Stephen King Stanley Pollitt

8. In 1964 Stephen King worked at JWT and was there that he developed a system of work called Target Plan (T-Plan), which combines conducted consumer research with insight to creation area. Stephen King

9. Stanley Pollittworked for BMP (BoaseMassimiPollitt) when in 1968 he raised the flag of planning saying that the voice of the consumer should have a central role in the development of advertising. Stanley Pollitt

10. And this name, where they come from? Since the first professionals to arise in planningcame from the areas of Account Management and Media Planning, this new area was named Account Planning.

11. And this name, where they come from? Account Management+Media Planning=Account Planning

12. And this name, where they come from? In some places this area is also known as Strategic Planning and Brand Planning and who works in the area is called:

13. Planner

14. And now there are different types of planners and they make all the difference in the preparation of a project. And if you want to know, they are many ...

16. Then you say: Ok! But after all ...

17. ... what hell does a planner?

18. ... what hell does a planner? That is the question who do not stop! The information and definitions are not entirely clear even to those who works in the area. We can say that things are still being defined.

19. ... what hell does a planner? But we can say that a planner is responsible for developing a strategic plan of communication, means it is not obvious? But what is not obvious, is how he does. A plan does not appear from nothing, it is based on data, facts, stories, studies, figures, people and experiences.

20. For all that happens is really necessary to understand the role of planning, not only as one more tool in the development of advertising, but as a connector of information.

21. The role ofplanning

22. The role ofplanning A planner passes through an important process of buildingstructure and logic of thought, until get in the planning.

23. The role ofplanning This process begins with your understanding about our world, it means, your power to see and understand everything that surrounds you, not only with the eyes of a planner, but also and perhaps more important, with the eyes of many observers with different values and cultures.

24. The role ofplanning Only then you will beable to imagine the future of the plan desired.

25. The role ofplanning How everything is well connected, it is essential that your ability to understand and think be closely related to your power of synthesis, development and construction of a line of thinking and reasoning properly structured and appropriate to the reality in question.

26. To develop a planning And at that point, make some connections makes all the difference.

27. To develop a planning Therefore it is so important be able to use our vision through a multidisciplinary and multicultural context.

29. The market is doing well, thanks!

30. The market is doing well, thanks! The market is in constantgrowth, it varies according to local demand. In Brazil the main focusof vacanciesin planning area still be the city of São Paulo.

31. Will webemillionaires?

32. Will webemillionaires? The fact to the market be rising for planners do not meanthat we will be millionaires. Our fee varies according to the type of business, the reality of the market place and your professional placement.

33. The first case we never forget!

34. Thechallenge

35. Thechallenge In partnershipwith Cannes Lions International Advertising Festival, YouTube launched a contest that awarded two people to travel to the festival. The challenge was to create and publish a video in 48 hours. The second phase was to make it viral, so we had exactly two weeks. The videos with more viewswould be evaluate.

36. Thebriefing

37. Thebriefing The briefing was fully connected to Oxfam, an international NGO. The video should somehow movepeople towards climatechange conference to be held in Copenhagen and to makepeople sign a petition on Oxfam website.

38. Thestrategy

39. Thestrategy Position ourselves as pro-active and concerned about climatechange and not only in winning a competition.

40. Thestrategy Our project was known as Oxfam We Can Save! We chose this name to stimulate the engagement of people.

41. Thestrategy We use the Twitter, where we created the twitter.com/wecansave, through which we had informedpeople about the conference in Copenhagen, the consequencesof climatechange, the importance of signing the petition and about the video.

43. Theeffect

44. Theeffect Thousands of people were involved and many of them actually felt part of the project. Many commented and spread our sentences around the world.

45. Theeffect

46. Theeffect

47. Theeffect

48. Theeffect The video across the continents...

49. Theeffect

50. Theeffect

51. Theeffect

52. Theeffect

53. Theresult 3509 views 50 ratings 20 comments 2630 followers 387 retweets 3646 clicks 1083 entries 989 views 5º mostwatchedvideo Last updated June 17, 2009.

54. twitter.com/wecansave The twitter.com/wecansave will be maintained, because after all, the conference has not yet happened, the petition is still turning the world, and the weather still crazy!

55. Sources ofknowledge Interviewee: Pablo Fontoura - Coord. CompetitiveIntelligenceCompetence PPT : A Chat About Planning and Related Things Ken Fujioka – HeadofPlanning JWT Brasil PPT: Newsways for theplanningarea? Daniel De Tomazo – DirectorofPlanning JWT Brasil Book: Truth, Lies and Advertising : The Art of Account Planning Jon Steel Article: What is AccountPlanning? APG UK

56. Discipline: MethodsandResearchTechniques Mariana Dios-Tan Studentat ESADE – Jun/2009 – Professor Barbara Costa Thank you!