Other Characteristics of the account planner:
Curiosity about what makes people act and think the way they do; capable or real insights into motivation; someone who understands that what people say is not necessarily what they believe or do; someone who is detailed enough to examine a problem from different perspectives without losing sight of the big picture.
Logical and analytical, yet capable of lateral thought; views research as a means to an end: not technique-oriented; pragmatic approach to problem solving. Ability to conceptualise and think strategically: ability to clearly identify problems
Capable of taking a commercial and making a reasonable. judgement/guess on its intended effects (role of advertising, target consumer, desired responses); intuitive about people, brands and advertising; able to portray a target consumer without immediately stating demographics; an understanding of advertising as only one tool in the marketing mix, its potential uses and its limitations; an ability to see alternate strategic routes for a given problem/brand.
Numerate. Able to visualise the meaning of numbers and generate hypotheses, or Draw conclusions; an eclectic user of information, with a desire to draw on all sources rather than just the most recent; someone who accepts nothing at face value, and challenges assumptions until the whole picture (sales, quantitative, qualitative, competitive info, etc) makes sense.
Advertising orientation; passionate about the subject, .Planners are always interested in advertising. Above all, someone who enjoys talking about advertising.
Presentation skills; able to argue a point of view coherently and concisely; not afraid of big or senior audiences; able to .win. An argument without making the protagonist (client) feel like a loser; quick-thinker; able to speak authoritatively, without seeming dogmatic or inflexible.
People skills; a team player; someone who can appreciate and use inputs from others; someone who knows when to push and when to relax.
Great personality! Must be able to see the funny side of it all; to be a participant, not an observer; involvement must be genuine, not forced; must to able to deal with pressure, unpredictable circumstances, an informal, loosely structured work environment, and (occasional) criticism; not territorial nor defensive nor paranoid.
Account Planners are Strategists = represent the voice of the consumer w/in advertising agencies. Particularly attuned to emotions + thoughts driving consumer response to advertising
Curiosity about what makes people act and think the way they do; capable or real insights into motivation; someone who understands that what people say is not necessarily what they believe or do; someone who is detailed enough to examine a problem from different perspectives without losing sight of the big picture.
Logical and analytical, yet capable of lateral thought; views research as a means to an end: not technique-oriented; pragmatic approach to problem solving. Ability to conceptualise and think strategically: ability to clearly identify problems
Capable of taking a commercial and making a reasonable. judgement/guess on its intended effects (role of advertising, target consumer, desired responses); intuitive about people, brands and advertising; able to portray a target consumer without immediately stating demographics; an understanding of advertising as only one tool in the marketing mix, its potential uses and its limitations; an ability to see alternate strategic routes for a given problem/brand.
Numerate. Able to visualise the meaning of numbers and generate hypotheses, or Draw conclusions; an eclectic user of information, with a desire to draw on all sources rather than just the most recent; someone who accepts nothing at face value, and challenges assumptions until the whole picture (sales, quantitative, qualitative, competitive info, etc) makes sense.
Advertising orientation; passionate about the subject, .Planners are always interested in advertising. Above all, someone who enjoys talking about advertising.
Presentation skills; able to argue a point of view coherently and concisely; not afraid of big or senior audiences; able to .win. An argument without making the protagonist (client) feel like a loser; quick-thinker; able to speak authoritatively, without seeming dogmatic or inflexible.
People skills; a team player; someone who can appreciate and use inputs from others; someone who knows when to push and when to relax.
Great personality! Must be able to see the funny side of it all; to be a participant, not an observer; involvement must be genuine, not forced; must to able to deal with pressure, unpredictable circumstances, an informal, loosely structured work environment, and (occasional) criticism; not territorial nor defensive nor paranoid.
Account Planners are Strategists = represent the voice of the consumer w/in advertising agencies. Particularly attuned to emotions + thoughts driving consumer response to advertising