|
Account Planning
Account planning brings the focus on the consumer into the process of developing advertising. Planning is a job function relating to the application of strategy and planning. The discipline and its tools and techniques help to build unique directions, propositions and communications concepts across advertising and marketing channels. The Account Planner, or simply Planner, has a role to identify and empathise with the target market and utilise multiple types of data (primary, secondary, web, usage) to unlock insight that creates value between the consumer, the brand and the category of Product (business) or service (economics), service. The thoughts and observations are construed into a value proposition and make up a document, often called a Creative Brief, that is used to create and inspire advertising campaigns and other marketing communications. Account planning is an advertising agency discipline and sometimes department that works alongside client facing managers (account man ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Strategy
Strategy (from Greek στρατηγία ''stratēgia'', "art of troop leader; office of general, command, generalship") is a general plan to achieve one or more long-term or overall goals under conditions of uncertainty. In the sense of the "art of the general", which included several subsets of skills including military tactics, siegecraft, logistics etc., the term came into use in the 6th century C.E. in Eastern Roman terminology, and was translated into Western vernacular languages only in the 18th century. From then until the 20th century, the word "strategy" came to denote "a comprehensive way to try to pursue political ends, including the threat or actual use of force, in a dialectic of wills" in a military conflict, in which both adversaries interact. Strategy is important because the resources available to achieve goals are usually limited. Strategy generally involves setting goals and priorities, determining actions to achieve the goals, and mobilizing resources to execu ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Advertising
Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a specific good or service, but there are wide range of uses, the most common being the commercial advertisement. Commercial advertisements often seek to generate increased consumption of their products or services through "branding", which associates a product name or image with certain qualities in the minds of consumers. On the other hand, ads that intend to elicit an immediate sale are known as direct-response advertising. Non-commercial entities that advertise more than consumer products or services include political parties, interest groups, religious organizations and governmental agencies. Non-profit organizations may use free modes of persuasion, such as a public service announcement. Advertising may also help to reassure employees ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Advertisement
Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a specific good or service, but there are wide range of uses, the most common being the commercial advertisement. Commercial advertisements often seek to generate increased consumption of their products or services through "branding", which associates a product name or image with certain qualities in the minds of consumers. On the other hand, ads that intend to elicit an immediate sale are known as direct-response advertising. Non-commercial entities that advertise more than consumer products or services include political parties, interest groups, religious organizations and governmental agencies. Non-profit organizations may use free modes of persuasion, such as a public service announcement. Advertising may also help to reassure employees ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Goodby, Silverstein & Partners
Goodby, Silverstein & Partners (also known as GSP) is an advertising agency based in San Francisco. History The agency was founded on April 15, 1983 as Goodby, Berlin & Silverstein by Jeff Goodby, Andy Berlin and Rich Silverstein. Andy Berlin left in 1992 and the agency was renamed. Goodby, Silverstein & Partners is now part of the Omnicom Group, Inc., an advertising holding company. The agency is based in San Francisco, CA. In 2015, after 32 years, Rich Silverstein and Jeff Goodby announced they were passing on the reigns of the creative department to Margaret Johnson, Executive Creative Director and Eric Kallman, Executive Creative Director. Margaret and Eric were also named to Adweek's Creative 100 list in 2015. Derek Robson has been the President and Managing Partner since 2005. The firm supported the California Milk Processors Board and GSP initiated the Got Milk? campaign in 1993. For Elizabeth Arden, GSP created Britney's fantasy reality to promote her Curious fragrance. ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
DDB Needham
DDB Worldwide Communications Group LLC, known internationally as DDB, is a worldwide marketing communications network. It is owned by Omnicom Group, one of the world's largest advertising holding companies. The international advertising networks Doyle Dane Bernbach and Needham Harper merged their worldwide agency operations to become DDB Needham in 1986. At that same time the owners of Doyle Dane Bernbach, Needham Harper and BBDO merged their shareholdings to form the US listed holding company Omnicom. In 1996, DDB Needham became known as DDB Worldwide. History Doyle Dane Bernbach Bill Bernbach and Ned Doyle worked together at Grey Advertising in New York, where Bernbach was Creative Director. In 1949, they teamed up with Mac Dane, who was running a tiny agency. Together they started ''Doyle Dane Bernbach'' in Manhattan. Dane ran the administrative and promotional aspects of the business; Doyle had a client focus and Bernbach played an integral role in the writing of adver ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Ogilvy & Mather
Ogilvy is a New York City-based British advertising, marketing, and public relations agency. It was founded in 1850 by Edmund Mather as a London-based agency. In 1964, the firm became known as Ogilvy & Mather after merging with a New York City agency that was founded in 1948 by David Ogilvy. The agency is part of the WPP Group global agency network. It provides services in five areas: growth and innovation; advertising, brand and content; public relations and influence; experience; and health. It also operates a strategy division Ogilvy Consulting. History Foundation The agency was founded in London in 1850, when Edmund Charles Mather began an advertising agency on Fleet Street. By the 1860s, Mather had a U.S. branch called Mather & Abbott at 335 Broadway, New York City. After Mather's death in 1886, his son, Harley Lawrence Mather, partnered with Herbert Oakes Crowther, and the London agency became known as Mather & Crowther. The agency pioneered newspaper advertising, which ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
New York City
New York, often called New York City or NYC, is the List of United States cities by population, most populous city in the United States. With a 2020 population of 8,804,190 distributed over , New York City is also the List of United States cities by population density, most densely populated major city in the United States, and is more than twice as populous as second-place Los Angeles. New York City lies at the southern tip of New York (state), New York State, and constitutes the geographical and demographic center of both the Northeast megalopolis and the New York metropolitan area, the largest metropolitan area in the world by urban area, urban landmass. With over 20.1 million people in its metropolitan statistical area and 23.5 million in its combined statistical area as of 2020, New York is one of the world's most populous Megacity, megacities, and over 58 million people live within of the city. New York City is a global city, global Culture of New ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Jay Chiat
Jay Chiat (October 25, 1931 – April 23, 2002) started his career as an American advertising copywriter. Biography Chiat was born to a Jewish family in the Bronx in New York City and grew up in Fort Lee, New Jersey. He attended Rutgers College, graduating in 1953 and was inducted in its Hall of Distinguished Alumni in 2000. As an adult he shortened his legal name to Jay Chiat. He served in the United States Air Force. In 1968, Chiat teamed up with Guy Day to form the Chiat/Day advertising agency in Los Angeles (now TBWA\Chiat\Day). Chiat/Day went on to create some very memorable advertising campaigns and was named U.S. Agency of the Decade in 1989. Their clients included powerhouses such as Apple Computer, Nike, Energizer, Nissan, Infiniti, American Express, and Reebok. Three Chiat/Day campaigns, the Apple Computer 1984 campaign, the Energizer Bunny campaign, and the Nynex Yellow Pages campaign, were chosen by the trade publication Brandweek as three of the top 20 ad ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Boase Massimi Pollitt
Boase Massimi Pollitt (BMP) was a British advertising agency which traded between 1968 and 2004 before being renamed as DDB London. It was purchased in 1989 by the US marketing services conglomerate Omnicom. Its lineage can be directly traced to today's agency operation Adam & Eve DDB London. History BMP was founded in October 1968 by Martin Boase, Gabe Massimi, Stanley Pollitt and seven other executives who had previously worked at Pritchard Wood. The group struck out on their own after a failed attempt to buy the Pritchard Wood operation from its parent. Massimi left the firm in 1971. Stanley Pollitt is co-credited with inventing the job discipline of account planning at Pritchard Wood. He died following a heart attack in 1979, an event which dealt a blow to the agency's momentum. In 1977, the French advertising holding group Havas of France paid £1.5m for a 50% stake in BMP. It later sold its holding back to BMP. In 1983, BMP floated on the London Stock Exchange valued at ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Planning
Planning is the process of thinking regarding the activities required to achieve a desired goal. Planning is based on foresight, the fundamental capacity for mental time travel. The evolution of forethought, the capacity to think ahead, is considered to have been a prime mover in human evolution. Planning is a fundamental property of intelligent behavior. It involves the use of logic and imagination to visualise not only a desired end result, but the steps necessary to achieve that result. An important aspect of planning is its relationship to forecasting. Forecasting aims to predict what the future will look like, while planning imagines what the future could look like. Planning according to established principles is a core part of many professional occupations, particularly in fields such as management and business. Once a plan has been developed it is possible to measure and assess progress, efficiency and effectiveness. As circumstances change, plans may need to be modified ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Stanley Pollitt
Stanley may refer to: Arts and entertainment Film and television * ''Stanley'' (1972 film), an American horror film * ''Stanley'' (1984 film), an Australian comedy * ''Stanley'' (1999 film), an animated short * ''Stanley'' (1956 TV series), an American situation comedy * ''Stanley'' (2001 TV series), an American animated series Other uses in arts and entertainment * ''Stanley'' (play), by Pam Gems, 1996 * Stanley Award, an Australian Cartoonists' Association award * '' Stanley: The Search for Dr. Livingston'', a video game * Stanley (Cars), a character in ''Cars Toons: Mater's Tall Tales'' * ''The Stanley Parable'', a 2011 video game developed by Galactic Cafe, and its titular character, Stanley Businesses and organisations * Stanley, Inc., American information technology company * Stanley Aviation, American aerospace company * Stanley Black & Decker, formerly The Stanley Works, American hardware manufacturer ** Stanley knife, a utility knife * Stanley bottle, a br ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
