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the role of the Comms Planners in a
creative agency is to provide strategic
rigour to the implementation of a campaign
In a creative agency there are two types of
planners

comms planners
and

brand planners
they are the ying and yang
of planning any
great creative campaign
comms planners
are responsible
for the mechanics
of the campaign

brand planners
are responsible
for the message
of the ca...
a typical creative process
CLIENT
BRIEF

POSITIONING

BIG
IDEA

COMMS
TASKS

CAMPAIGN
CAMPAIGN
IMPLEMENTATION
TACTICS
brand planners take the lead in
getting to the Positioning
CLIENT
BRIEF

POSITIONING

BIG
IDEA

COMMS
TASKS

CAMPAIGN
CAMP...
brand planner play a supporting role
CLIENT
BRIEF

POSITIONING

BIG
IDEA

COMMS
TASKS

CAMPAIGN
CAMPAIGN
IMPLEMENTATION
TA...
NOW FOR AN EXAMPLE
http://www.youtube.com/watch?v=7DzWvmdK2Ho
http://www.youtube.com/watch?v=7DzWvmdK2Hohttp://
www.youtub...
CAMPAIGN ARCHITECTURE
BUSINESS PROBLEM

POSITIONING

CAMPAIGN IDEA

BARRIER

BARRIER

BARRIER

COMMS
TASK 1

COMMS
TASK 2
...
CAMPAIGN ARCHITECTURE
BUSINESS PROBLEM
LOST RELEVANCE WITH KEY
YOUTH MARKET
POSITIONING

CAMPAIGN IDEA

BARRIER

BARRIER

...
business problem to positioning
(brand planner)
The brand planner looks for the
intersection of the product, cultural and
...
PRODUCT TRUTH
Puma creates sports clothes for everyday wear. They have
never been too serious, they only sponsor athletes ...
POSITIONING
PUMA IS THE BRAND FOR THE AFTER HOURS
ATHLETE
BUSINESS PROBLEM
LOST RELEVANCE WITH KEY
YOUTH MARKET
POSITIONING
PUMA IS THE BRAND FOR THE
AFTER HOURS ATHLETE

CAMPAIGN ...
BUSINESS PROBLEM
LOST RELEVANCE WITH KEY
YOUTH MARKET
POSITIONING
PUMA IS THE BRAND FOR THE
AFTER HOURS ATHLETE
CAMPAIGN I...
barriers to comms tasks
(comms planner & brand planner)
After the brand idea has been decided,
the planners then needs to ...
COMMS BARRIER
THE TARGET DOESN’T
KNOW WHAT AFTER
HOURS ATHLETES
MEANS

COMMS BARRIER
TARGET DOESNT
UNDERSTAND THE
RELATION...
COMMS BARRIER
THE TARGET DOESN’T
KNOW WHAT AFTER
HOURS ATHLETES
MEANS

COMMS TASK 1
ESTABLISH THE AFTER
HOURS ATHLETE

COM...
BUSINESS PROBLEM
LOST RELEVANCE WITH KEY
YOUTH MARKET
POSITIONING
PUMA IS THE BRAND FOR THE
AFTER HOURS ATHLETE
CAMPAIGN I...
comms tasks to channels/tactics
(comms planner)
The Comms Planner then works with the
Media Planner to work out what are t...
COMMS BARRIER
THE TARGET DOESN’T
KNOW WHAT AFTER
HOURS ATHLETES
MEANS

COMMS TASK 1
ESTABLISH THE AFTER
HOURS ATHLETE

TAC...
CAMPAIGN ARCHITECTURE
BUSINESS PROBLEM
LOST RELEVANCE WITH KEY
YOUTH MARKET
POSITIONING
PUMA IS THE BRAND FOR THE
AFTER HO...
campaign roll out
A campaign roll out helps to show the
timings of all the activity. It visualizes the
campaign in its ent...
CAMPAIGN ROLL OUT
AUG

SEP

OCT

NOV

DEC

JAN

TV/CINEMA

TASK 1
ESTABLISH

PRINT/OUTDOOR
FACEBOOK/TWITTER
RICH AND FLASH...
campaign eco-system

The campaign eco-system is important to
help show how all the communication
elements work together an...
CAMPAIGN ECO-SYSTEM
TV/CINEMA

PRINT/
OUTDOOR

BANNERS
(RICH AND
FLASH)

SEARCH

DIGITAL HUB
FACEBOOK/
TWITTER

TYPE OF LI...
key performance indicators
It is the role of the Comms Planner to take
the overall business objectives and break
them down...
GOAL FOR DIGITAL HUB
METRIC FOR SUCCESS
C
SALES GROWTH

PURCHASE INTENTION
TOP 3 SPORTS LIFESTYLE BRANDS
KEY IMAGE ATTRIBU...
5 great resources
seminal book on comms planning
space race - an inside view of the future of communications planning - ji...
5 great resources
seminal book on comms planning
http://www.amazon.com/Space-Race-Inside-Communications-Planning/dp/047009...
leading comms planners
https://.com/colleddyhttps://.com/colleddy
Colleen Leddy, Group Comms Strategy Direct...
https://www.paywithatweet.com/pay/?
id=65b8dac80a957d678af4fd4df42f94cbhttps://
www.paywithatweet.com/pay/?
id=65b8dac80a9...
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comms tasks to channels/tactics (comms What is Comms Planning?

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comms tasks to channels/tactics
(comms planner)
The Comms Planner then works with the
Media Planner to work out what are the
best channels to answer that task brief.
It is the job of the Comms Planner with
the Brand Planner to brief the creative
teams, publishers and agency partners.

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