Propagation Planning: The Creative in Account Planning

William Charnock, Co-Head of Planning at JWT, announced the short list of Jay Chiat Awards for Strategic Excellence yesterday. These awards play a much different role than the Effie Awards because the creative output is a major part of the criteria. The Effie's focus heavily on results where these awards must showcase a link between consumer insight and creative production. I believe these awards keep Account Planning true and to the role and purpose of the discipline.

Here is the short list, some excellent examples of account planning contributing to good work. You'll see many of these examples also had Propagation Planning techniques incorpoated (Tourisim Queensland, Ray-Bans, Stride, Jet Blue for example):

Brand Experience
•    COLLINS:, New York: CNN (“Fingerlicking and Politicking”)
•    CumminsNitro, South Brisbane, Australia: Tourism Queensland (The Best Job in the World”)
•    Goodby, Silverstein & Partners, San Francisco: Doritos (“The Scariest Place on the Web: Hotel 626”)
•    Ignited LLC, El Segundo, Calif.: U.S. Army (“Virtual Army Experience: The U.S. Army’s Potent New Recruiting Tool”)
•    JWT Brasil: Coca-Cola (“Who Was better: Maradona or Biro-Biro?”)
•    JWT, London: Wilkinson Sword (“Going With the Mo, Not With the Flow”)

Campaign for Existing Brand
•    BBH, New York: Vaseline (“Vaseline Clinical Therapy: Prescribe the Nation”)
•    DDB New York: United Technologies (“Cross Section”)
•    DDB West, San Francisco: Brita (“Filter for Good”)
•    The Escape Pod, Chicago: OfficeMax (“Power to the Penny”)
•    Euro RSCG, New York: The Atlantic (“Is The Atlantic Doomed?”)
•    Goodby, Silverstein & Partners, San Francisco: Cheetos (“WTF Happened to Chester?”)
•    JWT, New York: Cadbury (“Stride: Enough Is Enough!”)
•    JWT, New York: JetBlue (Bigwigs: Making Jetting Newsworthy”)
•    JWT, New York: Microsoft (“Because It’s Everybody’s Business to Take It Personally”)
•    JWT, New York: Stouffers (“Reigniting Stouffer’s Iconic Status”)
•    McCann, New York: Dentyne (“Making Face Time With Dentyne”)
•    Ogilvy & Mather New York: Post Shredded Wheat (“Progress Is Overrated”)
•    TBWA\Chiat\Day, Los Angeles: Pepsi (“Refreshing an Icon”)
•    Team One, El Segundo, Calif.: The 2010 Lexus RX (“Making Change Matter”)

Campaign for a New Brand
•    Bates141, Mumbai: Virgin Mobile (“Building a Youth Brand in a Youthful Country”)
•    CumminsNitro, South Brisbane, Australia: Tourism Queensland (“The Best Job in the World”)
•    JWT, New York: Schick (“Making a Private Buzz Public”)
•    M&C Saatchi, London: Ladbrokes (“Forward Accountability”)
•    Olson, Minneapolis: Nike (“Nike Bauer Hockey”)

Idea for New Product or Content
•    Anomaly, New York: By Lauren Luke (“Lauren Luke”)
•    JWT Brasil: Johnson & Johnson (“Band-Aid by Alexandre Herchcovitch—Reinventing One of the World’s Greatest Product Inventions”)
•    BBH, New York: Mrs-O.org (“Mrs. O: From Blog to Brand in Under Six Months”)
•    Cutwater, San Francisco: Ray-Ban (“Never Hide Films”)
•    MRM Worldwide, New York: U.S. Army (“Straight From Iraq”)

Innovative Design
•    TBWA\Chiat\Day, Los Angeles: Gatorade (“Packaging Re-Design”)

Media/Communications Strategy
•    Anomaly, New York: Converse (“Domaination”)
•    BBH, New York: The Commission on Presidential Debates Online (“Tearing Down the Spectacle & the Spin”)
•    CumminsNitro, South Brisbane, Australia: Tourism Queensland (“The Best Job in the World”)
•    Fallon, Minneapolis: Syfy/NBC Universal (“How Battlestar Galactica Learned to Stop Worrying and Love the DVR”)
•    Goodby, Silverstein & Partners, San Francisco: California Milk Processor Board (“You Really Can’t Lose With Gold Spandex”)
•    Goodby, Silverstein & Partners, San Francisco: Adobe (“Layer Tennis: Season One”)

Research
•    DCSNET Comunicações, Brazil: Group2 (“The Group That Analyzes a Group Is a Group2”)
•    The Martin Agency, Richmond, Va.: Wal-Mart (“Rediscovering the Soul of Walmart”)
•    MotiveQuest, Evanston, Ill.: Toyota Prius (“Selling a Car by Not Selling a Car”)

Social Strategy
•    Goodby, Silverstein & Partners, San Francisco: Häagen-Dazs (“Where My Bees At?”)
•    Grey London: Women’s Aid (“Calling ‘Cut!’ on Domestic Violence: How Women’s Aid Used Celebrity to Change People’s Minds”)
•    JWT, Mumbai: The Times of India (“Teach India: When Over Two Million Unlettered Indian Kids Said ‘Jai Ho’ ”)
•    M&C Saatchi, London: Change4Life (“How Open Source Marketing Is Helping Us Change4Life”)
•    Neiman Group, Philadelphia: Coalition to Stop Pennsylvania Teens From Drinking and Driving (“Full Apologies”)
•    R/GA, New York: Ad Council, That’s Not Cool (“Helping Teens Draw Their Own Digital Line”)

Comments

You can follow this conversation by subscribing to the comment feed for this post.

Griffin,
Thanks for sharing this information. You mention that many of these examples also have Propagation Planning techniques incorpoated. I have two questinos for you:
1) Is there a website where I can see the work in the short list?
2) Where can I find more information about Propagation Planning techniques?

Thanks,

celo.

Posted by: Celo | 08/26/2009 at 05:04 PM