Propagation Planning: July 2011

I need to hire a mid-level Engagement Planner that reports directly to me here at BBH New York. Remember Account Planning defines what a brand is, Engagement Planning defines how a brand behaves in various channels.

Engagement Planning Department Definition:

BBH Engagement Planning places channel expertise and insight at the heart of the agency/creative process to define how brands should behave in order to achieve specified communications tasks and overall commercial agendas. Engagement Planners are client-facing and serve the key role of architecting creative ideas tactic by tactic with a strong focus on media environments. Engagement Planners are judged and billed equally as communication strategists and creative thinkers.

Engagement Planner Qualifications:
·      At least 5-8 years of media, account planning or comms planning experience across integrated media, with emphasis on digital environments.
·      Presentation experience.
·      Well rounded and a passionate consumer of pop culture.
·      An advertising and media enthusiast.
·      Well organized and detail oriented.
·      Able to work under pressure and immediate deadlines.
·      Comfortable in a state of constant creative chaos with the ability to prioritize in real-time.
·      Direct report: Engagement Planning Director

Day-to-day Engagement Planning Responsibilities:
·      Develop working relationships with all agency departments.
·      Take high-level creative ideas and break them into their specific communications tasks.
·      Organize, concept, and develop tactical culturally relevant creative ideas that live in media environments in the context of specific communication tasks.
·      Assure all brand behavior ladders up to and maps against desired consumer behavior outcomes.
·      Succinctly outline the role of channels within an idea.
·      Provide perspective on media and channel strategy in the absence of media plans or buys.
·      Build excellent relationships with media partners and agency partners, if applicable.
·      Familiar with widely used and emerging media technology, channels and terminology.
·      Read and think broadly about the topics of media, content, entertainment.
·      Understand the strategies and tasks behind each of the brands and campaigns you work on.
·      Provide ongoing perspective on brand behavior impact on over-arching business objective.

Specific Engagement Planning tasks include:
· Use and update the BBH-provided engagement model template and comms planning tempaltes.
· Use syndicated tools (Simmons, Interpret, eMarketer, ComScore) to pull consumer/media data.
· Conduct competitive reviews, identifying trends, clichés and insights.

· Meet and organize meetings with potential collaborators (media, technology, production).

· Support new business pitches by serving as a data gatherer.
· Participate in Idea Sessions for clients and new business.

Specific clients include (could change, we hire for a BBH fit first and client fit second):
· Sprite, Johnnie Walker and BBH Labs innovations.

Posted by Griffin Farley at 02:02 PM in Propagation Jobs | Permalink | Comments (1) | TrackBack (0)

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07/11/2011

Reaction over Production [VIDEO]

One thing that Mike Monello, founder of New York ad agency Campfire taught me was the value of reaction over production. Mike told me he likes to hire creatives that showcase the audience reaction to their work over the work itself.

I found a great reaction video today to the USA Women's World Cup game against Brazil when the U.S. team tied up the game. You can see the fans reaction and you can't help but understand why an audience acting like this is much more important than anything we can create in advertising.

This is an important principle for us to remember in Propagation Planning.