intro and history of account planning
TRANSCRIPT
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A Brief History of Account Planning:How we came to include the customer
in the marketing and advertising process
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What’s Account Planning?
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"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
”…we will never use research to the full unless we start from a carefully worked out theory of what the brand is, why it is successful or not, and what advertising can contribute.”
— Stephen King
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• Get people to join the conversation
• Guide creative development
• Tool for new business
• Represent the consumer• Get people excited about
thinking in a new way• Ensure effectiveness• It’s where you start
Planners keep their fingers on the pulse of culture.
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A consumer is more than just a numberAccount Planning adds consumer response,
rather than simply using consumer generated data,to the client and creative viewpoints.
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The Account Planner:The Voice of the Consumer
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Planners wear many hats.
“Makers”
Explorers
Sociologists
Storytellers
Researchers
Culturists
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Getting to “A-ha!”
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Planner as Explorer
Keep the Change Campaign
How do we regain trust when we are a
meme for bad?
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Planner as Storyteller
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Planner as Culturalist
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Planner as Researcher
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Planner as Sociologist
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What makes a good planner?• Curiosity and common
sense intuition about people, brands and advertising
• Combination of logic/analytical skills and lateral thinking
• Accepts nothing at face value
• Ability to dive deep into an issue but not lose site of the bigger picture
• Open minded and optimistic
• Pragmatic approach to problem solving
• Empathy
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“At the heart of an effective creative philosophy is the belief that nothing is so powerful as an
insight into human nature, what compulsions drive a man, what instincts dominate his actions, even though his language so often camouflages what really motivates him. For if you know these things about a man you can touch him at the
core of his being.”
—Bill Bernbach(1911-1982, Founder, DDB)