Class 2

Question 1

3 key factors responsible for evolution of strategic planning

Answer 1

1. increased competition and market saturation
2. Understanding consumer behavior needs research
3. Insights help them move from product-centric advertising to consumer-centric advertising

Question 2

What year did the need for account/strategic planning start?

Answer 2

The 1960’s and 1970’s in the UK

Question 3

Who are the two pioneers for strategic planning?

Answer 3

Stephen King & Stanley Pollitt

Question 4

Stephen King’s agency?

Answer 4

J Walter Thompson

Question 5

Stanley Pollitt’s agency?

Answer 5

Founded Massimi Pollitt (BMP) (1968-2004), now DDB London

Question 6

What did Stephen King believe?

Answer 6

• Advertising should be driven by consumer insight as the consumers perspective is the most important of all
• Strategic thinking = essential to develop ad campaigns
• Coined the T-plan = Planning system integrating
  a. consumer insights
  b. media strategy
  c. creative development

Question 7

What did Stanley Pollitt believe?

Answer 7

• The planner is the voice of the consumer in the agency
• Consumers perspective = central to the development of advertising strategies
  Role: Planners should be the intermediaries between the client, the creative team, and the consumer

Question 8

What is a creative brief?

Answer 8

A creative brief is a concise document, written by the account management or the strategic planing team for the creative team, that basically outlines th e
- Objective
- Target Audience
- Messaging
… for a creative campaign to guide the creative team in developing a successful advertising campaign

Question 9

Who are the key industry players in our industry?

Answer 9

Agency
Client/corporate brand

Question 10

Jimmy the Job bag

Answer 10

Client > Client service/account management > Account/strategic planning > Creative > Media > Studio production

Question 11

Who’s in our strategic planning sphere?

Answer 11

Client, Consumer, Creative (and production), Client service/account management, Media planning

Question 12

Why is strategic planning, and the Account/ Strategic Planner so important?

Answer 12

Throughout the campaign development process, strategic planners ensure that all elements of the
campaign—creative, media, and messaging—are consistent and cohesive. They maintain a strategic
vision across all touchpoints, ensuring that the campaign delivers a unified and compelling message to
the audience.

Question 13

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