Agency Management

Chapter1:

Account management

a. Account planning process

b. Role of Account Planner and Account Executive

c. Attributes of a good Account Planner

What is Account Planning?

The Account Planning Process - is the process of using research efforts to gain more information about the brand in its marketplace and the consumer’s perspective, and to use that research to contribute directly to advertising development. It’s the Process of collecting all relevant background information needed to make a decision. 

Account Planning heavily focused on consumer insight in advertising strategy development. Understanding consumer through qualitative research and consumer relationship development. It is the development of well-rounded, insightful creative strategies that lead to Effective & Relevant advertising

The account planner monitors the market trends and the attitude of the consumer towards the client's brand and its competitors, in order to develop effective strategies for the creative team.

The account planner consumer's representative. In a nutshell the planner ensures that an understanding of consumer attitudes and reactions is brought to bear at every stage of advertising development. This means that the planner is a fully integrated member of the account team working on a continuously involved basis; bringing a consumer perspective to strategy development, creative development, pre-testing of ads and tracking of the brand's progress.

Almost every communications agency (and their clients) benefits from a disciplined system for devising communications/advertising/commercial strategy and enhancing its ability to produce outstanding creative solutions that will be effective in the marketplace. It is the planner’s job to guide or facilitate this process via the astute application of knowledge or consumer/market understanding.

Because planners are in a unique position in their jobs because they have an understanding of the...