You are about to read one of many interviews with advertising geniuses that are in The Levitan Pitch. my book on pitching and presenting. You can buy the book from Amazon and I make is really easy at the top of this page. If you are in a hurry, just click here.
The Wonderful World Of Strategy From the Effervescent Mind Of Faris Yakob
When I first moved to Saatchi & Saatchi Advertising London in the early 1990s, I had the pleasure of entering the golden age of account planning. Even New York agencies hadn’t truly grasped the benefits of account planners vs. America’s traditional researchers. One of the definitions of account planning is that it brings the consumer mindset into the process of developing advertising. Here are two more definitions that directly relate to most client pitches.
“The account planner is that member of the agency’s team who is the expert, through background, training, experience, and attitudes, at working with information and getting it used – not just marketing research but all the information available to help solve a client’s advertising problems.”
– Stanley Pollitt, founder Boase Massimi Pollitt and wrote the book, Pollitt On Planning.
“Planners are involved and integrated in the creation of marketing strategy and ads. Their responsibility is to bring the consumer to the forefront of the process and to inspire the team to work with the consumer in mind. The planner has a point of view about the consumer and is not shy about expressing it.”
– Lisa Fortini-Campbell, Kellogg School of Management
Earlier in the book, I discussed that the Internet and a wide array of easy to use strategic tools have helped us all become more adept at research and being able to deliver many of the benefits of account planning. That said, being an expert in strategic planning and innovation is a full-time job. Here is one of the worlds most famous full-time experts.
A Strategic Expert Talks
Faris Yakob, Founder and Principle, Genius|Steals and… his book “Paid Attention: Innovative Advertising For A Digital World”
Faris Yakob is the Founder and Principle of Genius|Steals a global planning, idea and innovation consultancy that works on new product concepts, new communication ideas, workshops, inspiration, strategy, content creation, and new ways of thinking. Genius|Steals’ clients include: Fast Company, Grey Advertising, Marriott, Microsoft, Ogilvy (NY), and P&G.
Prior to founding Genius|Steals, he was Chief Innovation Officer MDC Partners/KBS+ and EVP Chief Technology Strategist at McCann Erickson. To top it off, among other kudos, Faris was Chairman of Integrated Jury and Content&Contact Jury at the 2011 Clio Awards.
PL: Do you call yourself an account planner?
Faris: That’s a good question. I have been an account planner, a media planner, a digital strategist, a communications strategist, and I’ve been a management consultant. So I guess, loosely in the area of strategy, I’d say yes. [Read more…] about How Strategy and Brains Drive Attention and Sales