Account planning

[sunandaC]

Definition of account planning by Bill Bern Bach: “at the heart of a 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 action,
 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.”

Account planning Process
1. Discovering & Defining the Advertising Task
2. Preparing the Creative Brief
3. Creative Development
4. Presenting the Advertising to the Client
5. Tracking the Advertising Performance

1. Discovering & Defining the Advertising Task:
 Organizes information about the consumer & marketplace from every source available
 Analysis of Current Marketing Information
 Deductive reasoning
 Intuition driven by conversations w/consumers
 Task Definition, based on consumer insight becomes the creative brief

2. Preparing the Creative Brief
Creative brief addresses these Key Issues:
 Who is the Typical Target Consumer?
 Demographics
 Psychographics
 Usage and Behavior
 How do Consumers View the Brand?
 What is the Role for Advertising?
 Focus on the Consumer
 Written From Consumer POV
 Use THEIR terminology
 Introduces the Creative Department to the Person They’re Talking to
 Know the Creative Team/Confidence of
 Brief MUST be single-minded
 Imaginative Description of Target Group
 Brand Specific

3. Creative Development
 Always Available
 Consumer Litmus Test
 Very Delicate
 Must be encouraging
 Not Leading
 Not Dictatorial
 Success built on good judgment & trust/relationship with creatives

4. Presenting the Advertising to the Client
Introductory:
 Summarize the brief
 Present the Key Insight
 Describe the Consumer
 Presentation can be elaborate (videos, brandscapes, composites)
 Consumer Reaction to Advertising
 “Let the Consumer Tell us”

5. Tracking the Advertising Performance
Feedback: Tracking the Advertising
• Do they get it?
• What do they get?
• What do they remember?
• Are there dynamics in the marketplace that can and should affect the next stage?
• What’s going on?
• What’s new?
• What is cumulative impact on brand?

 

[jitendra05]

Definition of account planning by Bill Bern Bach: “at the heart of a 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 action,
 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.”

Account planning Process
1. Discovering & Defining the Advertising Task
2. Preparing the Creative Brief
3. Creative Development
4. Presenting the Advertising to the Client
5. Tracking the Advertising Performance

1. Discovering & Defining the Advertising Task:
 Organizes information about the consumer & marketplace from every source available
 Analysis of Current Marketing Information
 Deductive reasoning
 Intuition driven by conversations w/consumers
 Task Definition, based on consumer insight becomes the creative brief

2. Preparing the Creative Brief
Creative brief addresses these Key Issues:
 Who is the Typical Target Consumer?
 Demographics
 Psychographics
 Usage and Behavior
 How do Consumers View the Brand?
 What is the Role for Advertising?
 Focus on the Consumer
 Written From Consumer POV
 Use THEIR terminology
 Introduces the Creative Department to the Person They’re Talking to
 Know the Creative Team/Confidence of
 Brief MUST be single-minded
 Imaginative Description of Target Group
 Brand Specific

3. Creative Development
 Always Available
 Consumer Litmus Test
 Very Delicate
 Must be encouraging
 Not Leading
 Not Dictatorial
 Success built on good judgment & trust/relationship with creatives

4. Presenting the Advertising to the Client
Introductory:
 Summarize the brief
 Present the Key Insight
 Describe the Consumer
 Presentation can be elaborate (videos, brandscapes, composites)
 Consumer Reaction to Advertising
 “Let the Consumer Tell us”

5. Tracking the Advertising Performance
Feedback: Tracking the Advertising
• Do they get it?
• What do they get?
• What do they remember?
• Are there dynamics in the marketplace that can and should affect the next stage?
• What’s going on?
• What’s new?
• What is cumulative impact on brand?

Hey sunanda, thanks for the information and i really liked it. Well, as we know that account planning is an advertising agency divisions and performs alongside client facing managers, buying advertising and developing advertising. For more detailed information, please download my presentation.