Posts Tagged ‘Account Planning’
98% Potato: The Origins of Account Planning – an interview with John Griffiths Just before Christmas I had the opportunity to catch up with John Griffiths and discuss his new book, co-written with Tracey Follows, and some themes around account planning. It doesn’t take much to set both of us off on a passionate discussion […]
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Tags: 98% Potato, 98% Pure Potato, Account Planning, BMP, Brand Strategy, DDB, John Griffiths, JWT, Kevin Sugrue, Origin of Account Planning, Planning, Planning Books, Strategy, Tracey Follows
Equilibrium – An Insight Story For Brands June 2013 http://www.slideshare.net/kevinsugrue/brand-equilibrium-an-insight-story-or-brands
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Tags: Account Planning, Advertising, Brand Strategy, Brands, Insights, Market Research, Planning, Research, Strategy
A collection of some of my planning tools: BrandStars A brand mapping and positioning tool. This brand system must have something going for it; 80,000 readers and going strong. Brand Matrix A competitive set brand matrix Model For Marketing To Teens This model identifies four consistent elements of successful marketing campaigns to teenagers. Brand Ignition […]
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Tags: Account Planning, Brand, Brand Strategy, Marketing, Planning, Planning Tools
Planning Triangle
Account Planners love triangles, they frequently appear in our presentations. This was a thought sparked by a conversation earlier today.
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Tags: Account Planning, Planning
I was asked yesterday about the frantic pace of change within marketing and the need to identify the next big thing through forecasting. I’m more concerned with trying to make the next big thing happen for my clients, rather than speculating where change might occur elsewhere. But trend-hunting is always an interesting diversion and sometimes […]
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Tags: Account Planning, Kevin Sugrue, Planning, Platforms, Strategy, Trends
Heather Le Fevre has set up the Account Planner Survey for the 6th year. If you work in account planning, strategy or insight (perm or freelance), then this is your chance to take this year’s survey. The survey attracted over 1,000 planners from around the world last year and over 800 planners have signed-up in […]
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Tags: Account Planning, Heather Le Fevre, Planning Survey 2010
CRM In A 2.0 World
I was given one evening to think about the impact of digital on CRM. Here were my thougths. CRM In A 2.O World A copy of the doc is also available via Slideshare: HERE
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Tags: Account Planning, CRM, Planning, Strategy, Web 2.0
Around a decade ago I started to meet experienced account planners who maligned the loss of planning craft in the young upstarts who were joining the diverse tribe of people who are now planners. Times have changed; project turn-around has greatly accelerated, leaving planners tasked to complete projects ever-faster. A deadline of a week may […]
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Tags: Account Planning, Fast Strategy, Frame-by-Frame Planning, IPA, Kevin Sugrue
BrandStars Update
Apologies I haven’t posted in a week, I’m v. busy at present. But hopefully I will have some time at the weekend to post updates on the debate hosted at Channel 4 and some research info. In the meantime, a quick update on my brand positioning and mapping system: BrandStars. This was posted around a […]
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Tags: Account Planning, Advertising, Brand Positioning, Brand Star, BrandStars, Design, Kevin Sugrue, Strategy
A framework showing how to connect a brand with its target audience through the communication and support of a shared thought (a compelling and relevant idea). The shared thought is the cause for mutual celebration, relating to an idea close to the hearts of the audience and demonstrated through the actions of the brand. First […]
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Tags: Account Planning, Brand Ignition, Brand Model, Brand Strategy
Brand Tao 