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Tracy Tuten

Graft and craft: What makes a planner « canalside view - 0 views

  • Planners should for example, be expected to be able to: Intelligently interrogate buyer data and apply it to the development of communication strategy Have a least a passing knowledge of some of the fundamental laws of markets and the dynamics of brands Decode tracking data and usefully apply it to the development of strategic recommendations Have point of view on how and when to use quantitative research – and be able to articulate to clients which companies to use and why Interrogate customer segmentation data Commission quantitative projects Write a research recruitment screener Design both qualitative and quantitative questionnaires Know the different the types of both qualitative and quantitative research available, their methodologies, uses, and the suppliers thereof Conduct their own qualitative research Bring to bear an informed understanding of how different kinds of communications work in different kinds of circumstances, for different kinds of brands, across different kinds of channels and touchpoints Develop effectiveness models for campaigns and activity Formulate recommendations on how to evaluate the effectiveness of communications Provide an informed perspective on the new and emergent models of effectiveness Understand the methodological differences between the principle copy-testing suppliers (know your enemy) Evaluate the commercial impact of communications activity Have an understanding of econometric modeling
  • Just to be clear – the planner is an advertising person. Planners work with research, but in advertising. Ultimately, they must be able to interrogate, synthesize and apply this information and insight to the development of creative work. And that does of course involve the application of intuition and imagination too. For as Stephen King wrote, “the whole process of advertising is not a safe, cautious, step-by-step build-up.”
  • The skills listed above are not acquired overnight. They take time to develop. And acquiring them can sometimes feel like a long and arduous journey. Sexy and cool it ain’t. The implications should be obvious: If you don’t have a boss who can teach you these craft skills, move on. If as an agency you’re not investing in the craft skills of your planners, you’re failing them. And if as a planner you’re not interested in acquiring the craft skills and find it all a bit tedious, you’re failing yourself. Worse, you’re in the way.
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    list of the crafts ad planners must master - great read!
Tracy Tuten

brand timelines- planners love great visuals | Influxinsights - 0 views

  • Noah Brier just gave us a new world of Brand Tags and now Dear Jane Sample has come up with something many of us have always wanted to do, but could never get quite right, the simple art of the Brand Timeline. It’s a way to visualize the brands we interact with over the course of the day. It’s really Brands in Your Day. Planners love this stuff because it’s a nice way to bring thinking to life and it’s great to be able to see the time when brands are being used this could even have media implications for example. Perhaps there’s another version of this which examines the depth and scale of relationships individuals have with brands something relating to distance.
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    Brand Timeline plus explanation
Tracy Tuten

Propagation Planning - 0 views

  • The Head of Strategy position at any ad agency is a very demanding job. So demanding that they sometimes (not all the time) need recruiters or head hunters to help them find the best talent when they have open positions.  This is a list of account planning recruiters that I compiled over the last nine years or so. I know this does not represent all the recruiters out there but it should give people a start if you don't know any and are looking for new career opportunities. By making this information open and transparent I hope it will help match good strategic planners with good agencies. Bad agencies shouldn't have good talent.
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    List of Account Planning Recruiters
Tracy Tuten

How Nielsen's Total Audience Measurement Will Give Ad Buyers a Programmatic Boost | Adweek - 0 views

  • ielsen's upcoming total audience measurement tool—which the company shared exclusively with Adweek on Tuesday—will finally show networks and advertisers how their content is viewed across all platforms. But as the company works with top industry execs to evolve video measurement, Nielsen says its new data will also help buyers optimize their media plans.
  • In March, Nielsen acquired data management platform Exelate to help with programmatic buying
  • "We're able to bring all our data assets together in one place and create a respondent-level database," said Clarken. Advertisers can carve out segments for audience buying, which Exelate will pull together and then make real-time programmatic buys.
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  • For more traditional buying plans, Nielsen partnered with Pointlogic to create Nielsen Media Impact, an updated version of Nielsen's agency planning system used by 15,000 agency planners worldwide. Total audience ratings will be sent directly into agency planning systems through the Nielsen Media Impact planning tool, which is currently being tested by several global agencies to simulate plans and campaigns.
  • Agencies can select from more than 100 characteristics in Nielsen's TV panel, which is expanding in January from 20,000 to 40,000 households. This will allow planners to create audience target segments and pick GRPs (gross ratings points) by timeframe. Nielsen Media Impact will marry those segments with Nielsen's total audience data, allowing it to create and simulate a plan across all platforms, including broadcast, cable, streaming, Internet, mobile and print.
  • "It allows you to make share-shifted changes to make a schedule around what you want to buy" and run comparison reports to see how the two plans look side by side, said Abcarian. "You can then export this entire plan and load it straight into buying and programmatic systems."
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    Updates on Nielsen's media measurement options
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