What Is Account Planning
1.
Introduction
There is no way you can develop significant advertising, influence the paying client of its potential and evaluate it without doing any planning in the first place. People like David Ogilvy, Bill Bernbach, Claude Hopkins and Rosser Reeves were all outstanding planners. No one has a guaranteed formula when it comes to account planning. One thing that all these experts have in common is that they understand people. The easiest way to answer this question is simply to say that account planning is about having consumer focus and providing the client with the right advertising. In other words, the planner plays and important role in creating a deeper and innate understanding of human nature or behavior, in which we call insight. The planner ensures that in all aspects of advertising, the core understanding of how a consumer would react and their behavior is brought to life. They act as the agency facilitator or the ‘voice of the consumer’, constantly in the search for ideas that emerge from an unusual understanding of the connection between the product or brand and the people’s everyday lives. The account planners need to make sure that the advertising is persuasive, done using the appropriate media and relevant to the target audience. There has to be a great deal of passion and interest in people in order to be a good planner. They must be experienced at making use of research findings, and have an imaginative as well as a strategic mind. With all of these factors combined, it can transform research data and insight into great advertising.
1
2.
What is Account Planning?
“The most powerful element in advertising is the truth” - William Bernbach -
Account planners create the communication strategy for advertising campaigns. They set goal and objectives, determine the target audience, and establish the right message and tone that the campaign should be delivered in. They determine how a certain tactic or strategy can help client add
Introduction
There is no way you can develop significant advertising, influence the paying client of its potential and evaluate it without doing any planning in the first place. People like David Ogilvy, Bill Bernbach, Claude Hopkins and Rosser Reeves were all outstanding planners. No one has a guaranteed formula when it comes to account planning. One thing that all these experts have in common is that they understand people. The easiest way to answer this question is simply to say that account planning is about having consumer focus and providing the client with the right advertising. In other words, the planner plays and important role in creating a deeper and innate understanding of human nature or behavior, in which we call insight. The planner ensures that in all aspects of advertising, the core understanding of how a consumer would react and their behavior is brought to life. They act as the agency facilitator or the ‘voice of the consumer’, constantly in the search for ideas that emerge from an unusual understanding of the connection between the product or brand and the people’s everyday lives. The account planners need to make sure that the advertising is persuasive, done using the appropriate media and relevant to the target audience. There has to be a great deal of passion and interest in people in order to be a good planner. They must be experienced at making use of research findings, and have an imaginative as well as a strategic mind. With all of these factors combined, it can transform research data and insight into great advertising.
1
2.
What is Account Planning?
“The most powerful element in advertising is the truth” - William Bernbach -
Account planners create the communication strategy for advertising campaigns. They set goal and objectives, determine the target audience, and establish the right message and tone that the campaign should be delivered in. They determine how a certain tactic or strategy can help client add