Defining the Account Planner's Job
A typical Account planning cycle will consist of:
(1) Studying the brief from the client and analyzing existing data, which might consist of: published market reports, distribution data like Nielsen, usage and attitude surveys, awareness tracking studies, advertising research etc?
(2) Commissioning more research if necessary in order to define the strategy. There might be several strategic options open for development which concept research can help to finalise.
(3) Briefing the creative team for the task, having had the client's input and agreed the strategic course for the brand.
(4) Commissioning/doing diagnostic research on initial creative ideas, to determine what effect the advertising is having on attitudes to the brand, and how individual elements are working.
(5) Discussing implications with the creative team in terms of how any weak aspects in
Communication or desired effect can be dealt with.
(6) Helping to rationalize the thinking behind the advertising so that the client will approve the work.
(7) Supervising any pre-testing of the ads. To ensure that branding and message recall are at satisfactory levels.
(8)Tracking the results of the advertising in terms of sales, awareness and image so that
modifications can be made to subsequent campaigns. In all these stages the planner will work with other members of the agency team, the client's research department and research suppliers.
A typical Account planning cycle will consist of:
(1) Studying the brief from the client and analyzing existing data, which might consist of: published market reports, distribution data like Nielsen, usage and attitude surveys, awareness tracking studies, advertising research etc?
(2) Commissioning more research if necessary in order to define the strategy. There might be several strategic options open for development which concept research can help to finalise.
(3) Briefing the creative team for the task, having had the client's input and agreed the strategic course for the brand.
(4) Commissioning/doing diagnostic research on initial creative ideas, to determine what effect the advertising is having on attitudes to the brand, and how individual elements are working.
(5) Discussing implications with the creative team in terms of how any weak aspects in
Communication or desired effect can be dealt with.
(6) Helping to rationalize the thinking behind the advertising so that the client will approve the work.
(7) Supervising any pre-testing of the ads. To ensure that branding and message recall are at satisfactory levels.
(8)Tracking the results of the advertising in terms of sales, awareness and image so that
modifications can be made to subsequent campaigns. In all these stages the planner will work with other members of the agency team, the client's research department and research suppliers.