ROLE OF ACCOUNT PLANNING
The obligation of Planning is to UNCOVER HOW to develop a long-lasting, bonding relationship with the customer.
Having a planner on an account leads to more integration within the agency and better teamwork in trying to combine the needs of the clients, the demands of the market, and the expectations of the consumer.
The planner brings added dimension of understanding to the process of developing ads.
Actively work to understand the consumer and explain him/her to the other members of the agency creative team
Adding passion and intuition to traditional agency research.
Defining more tightly focused strategies
Stimulating creative development
Helping to sell ads.
What Account planning achieves:
(1) Having a planner on an account leads to more integration within the agency and better teamwork in trying to combine the needs of the client, the demands of the market, and the expectations of the consumer.
(2) The planner brings an added dimension of understanding to the process of developing ads.
By stimulating discussion about: purchasing decisions, the brand-consumer relationship and how the advertising is working in specific circumstances. Helping to win new business: by instilling confidence in the prospective client as a result of a comprehensive and disciplined approach.
(3) Defining more tightly focused strategies:
The result of an enhanced understanding of the consumer.
(4) Stimulating creative development:
The result of more productive contact between the creative department and the consumer.
(5) Helping to sell the ads:
By explaining the way they work.
What about the planner's relationship with the creative team?
Creative people want a simple, single-minded directional brief, not a bland statement. The best planners are pithy. Most good creative teams want to know the consumer beyond a mere demographic definition. They want to know about the kind of attitudes held - to the product category, to the brand, to advertising in this market. They want to know what the consumer wants, rather than what the client wants.
The good planner brings this sharply into focus - like an expressive photograph.
The planner can provide a better service in this context than the account director, who is less skilled at originating and interpreting research; or the independent research supplier who lacks an intimate knowledge of the account and the kind of advertising the agency stands for.
The obligation of Planning is to UNCOVER HOW to develop a long-lasting, bonding relationship with the customer.
Having a planner on an account leads to more integration within the agency and better teamwork in trying to combine the needs of the clients, the demands of the market, and the expectations of the consumer.
The planner brings added dimension of understanding to the process of developing ads.
Actively work to understand the consumer and explain him/her to the other members of the agency creative team
Adding passion and intuition to traditional agency research.
Defining more tightly focused strategies
Stimulating creative development
Helping to sell ads.
What Account planning achieves:
(1) Having a planner on an account leads to more integration within the agency and better teamwork in trying to combine the needs of the client, the demands of the market, and the expectations of the consumer.
(2) The planner brings an added dimension of understanding to the process of developing ads.
By stimulating discussion about: purchasing decisions, the brand-consumer relationship and how the advertising is working in specific circumstances. Helping to win new business: by instilling confidence in the prospective client as a result of a comprehensive and disciplined approach.
(3) Defining more tightly focused strategies:
The result of an enhanced understanding of the consumer.
(4) Stimulating creative development:
The result of more productive contact between the creative department and the consumer.
(5) Helping to sell the ads:
By explaining the way they work.
What about the planner's relationship with the creative team?
Creative people want a simple, single-minded directional brief, not a bland statement. The best planners are pithy. Most good creative teams want to know the consumer beyond a mere demographic definition. They want to know about the kind of attitudes held - to the product category, to the brand, to advertising in this market. They want to know what the consumer wants, rather than what the client wants.
The good planner brings this sharply into focus - like an expressive photograph.
The planner can provide a better service in this context than the account director, who is less skilled at originating and interpreting research; or the independent research supplier who lacks an intimate knowledge of the account and the kind of advertising the agency stands for.