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POSSIBLY THE WORLD'S MOST UNIQUE EXPOSITION
OF FIRST EVER EARLY AD AGENCY PLANNING CASE HISTORIES WITH EXAMPLES
OF SUCCESSES AND REVELATIONS OF COMPETITORS' FAILURES
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One of the main contributors to the excellent book "How To
Plan Advertising" published by the UK APG made an
interesting comment in Chaper 1. The
Planning Context. She felt concerned that a number of [younger]
planners did not know about the origin of planning in the UK,
the circumstances and the pioneers. She sensed a loss for the [young]
planners and to the profession to the detriment of the future and
that planning's history should never be taken for granted.
[Edited by Alan Cooper. Published by Continuum in association with
the UK Account Planning Group]
It is hoped that the reader will find some inspiration and value
from this story about the origin of account planning in Australia at the same time as it was
invented and pioneered in the UK. Having worked as a
research specialist with the marketing teams of both the Unilever
group and the Reckitt & Colman group and both groups' many
successful brands, and having worked in ad agencies in account
service-writer and media management roles, the author's version of
the account planning role was extremely comprehensive. It was not
only vital in uncovering opportunities and problems to help guide
campaign and program development, it was also concerned with all
aspects of brand health, including, for example, formulation,
packaging, corporate identity and other marketing aspects - drawing
on skills and experience that not all planners possess.
Two of the early highly successful planning case studies are
included in the excellent marketing publication 'Advertising and
Promotion - Communicating Brands' [pages 17 and 103] by Chris Hackley, Phd, Professor
of Marketing, School of Management, Royal Holloway University of
London and an international commentator on the ad agency account
planning role.
Here is a gripping saga of the origin of the ad agency account
planning role in the Southern Hemisphere and the Asia-Pacific region
by David Brent. A gutsy, no-holds-barred account of the invention and
launch of the ad agency planning role in Australia and its
subsequent enormous success. Valuable case studies for ad agencies
and advertisers, including insights into award-winning campaigns.
Famous advertising authors Al Ries and
Jack Trout popularised the connection between 'marketing' and
'warfare' and emphasized the similarities between positioning and
military strategy. Their book - "Positioning: The Battle For
Your Mind" - lent further emphasis to this concept.
There is no doubt that marketing is commercial warfare and
involves all the essentials required in winning battles. The
marketing person needs sound intelligence to help formulate
successful plans which win the day.
And advertising and related activities [marketing communications]
play a vital role in the marketing mix - the battle plan. The ad
agency must develop a flow of on-going intelligence from the market
place [the consumers] which helps to enhance fresh, relevant creative
thinking and ideas, all contributing to strengthen the performance of
the client's products or services in the market place.
The account
planning role was invented and successfully launched by David Brent
in a Sydney advertising agency in Australia
in 1966. It was also independently invented and launched by Stanley Pollitt and Stephen King in the UK in 1967 and 1968.
The motivations for inventing the role in the UK and Australia were identical
and quite different at the same time with a quite different set of
experiences in each case. This story explains why.
The author's highly professional approach to the innovative new
planning role often made the vital difference between failure
and success. This was a time when the dramatic arrival of the ad
agency planning role and its huge success changed the rules of the
game forever.
A fascinating account of account planning with enduring
principles for today's ad agencies and advertisers, including:
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The Inspiration: How, following prior counter-insurgency
combat intelligence in Asia, the years with Unilever's big,
powerful and innovative market research division and marketing
teams working on Unilever's many successful brands while pioneering
new techniques [which others, including Milward
Brown, later followed] provided the inspiration for the
revolutionary new role.
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Defeating an Iconic UK 'Global' Food Brand: Dynamic planning
and counsel to the client led to a winning branding and campaign
strategy that left Cadbury and its big multi-national ad agency
floundering and forced Cadbury to pull the brand out of the market.
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Refusal to Run a Client's Campaign - the Tough Track:
Yes, refusal and demonstrating to the client why - with research -
and then finding the winning solution, saving the business and
laying building blocks for a profitable future relationship.
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Beating the Big Multi-nationals for a Blue-Chip Petroleum
Account: With a presentation outlining the strengths and
benefits of the planning role. Then laying the foundations for the
disciplines of account planning to provide top rate professional
service and inspirational award winning campaigns.
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Pin-pointing the Reasons for a Beer Brand's
Decline: Then providing the creative team with investigative
support and back-up for its spectacular, intuitive campaign and new
packaging development. A Clio-winning campaign which won world
acclaim.
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Later Failures for the Beer Brand Provided a Lesson: When
the brewer's business later moved to another agency - why the lack
of a skilled planning expert led to failures.
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Planning Disciplines Helped Develop a New Corporate Identity:
The planner uncovered an unrealized opportunity and a new corporate
identity was established with new packaging to reflect the unique
values of the spectacular Clio-winning, world best campaign.
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Re-Positioning a Brand - for Market
Leadership: A long-entrenched brand with a mediocre track
record was transformed into a market leader with huge sales success
when research pin-pointed the problems and a new corporate
identity, new packaging and a new campaign transformed the brand.
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A New Brand Turned a Negative into a Positive
to Achieve Leadership: When research revealed an attitude
problem the planner recommended a strategy which eschewed a product
benefit strategy and advocated an alliance strategy. Massive sales
response rocketed the brand to instant
market leadership.
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Refusal to Accept a Client's Market Viewpoint Resulted in a
New Market Segment: When the client's sales department saw no
future in a small market window of opportunity the planner showed a
different view to the CEO and the company wasted no time entering a
profitable new market segment.
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A First-Ever Major Market Research Study Revealed an Unknown Opportunity: After much discussion the
client finally agreed to its first major U & A study of its
market. One of the client's neglected brands revealed an unknown
potential. When sound marketing planning was brought to bear for
the brand it produced surprising profits.
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A Spectacular Cola Campaign which Dented
Coca-Cola's Share: The brand was ready to attack the market
leader and take serious market share. Then corporate events changed
the path of history and a unique opportunity was lost.
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Counseling a
Client Not to Enter a Market: A client appreciated an honest
appraisal and advice not to risk big money in a highly competitive
market.
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Counseling a
Client to Cut His Losses and Withdraw his Brand: After research
revealed deep-seated problems for the brand, the planner
recommended to a surprised client that he cease advertising,
withdraw the brand from the market and cut his losses. The agency
was rewarded with the appointment to all the client's other main
brands.
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These are some of the highlights of the revolutionary planning
role and why it was such a success and helped to build the fortunes
of the ad agency and its clients.
Who should view this valuable storehouse of experience and case
histories:
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ad agency chiefs
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ad agency planners
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other key ad agency personnel
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company chief executives
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marketing managers
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market researchers
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public relations companies
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promotions companies
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organization communication executives
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marketing & advertising journalists
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students of marketing &advertising
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libraries and institutions
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SPECIAL NOTE: Recent
industry failures in the practice of the professional ad agency
planning role have prompted a critique at - Facebook
- Advertising Agency Account Planning.
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