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Advertising Management

Account Planning

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What is Account Planning? History

1960s saw post war economic boom with large budgets, 15% media commissions & birth of agency stereotyping

Stephen King (J Walter Thompson UK) 1965

adopted ‘account planning’ = process of advertising development involving rigorous analysis of the brand in its competitive market. Advertising strategy evolves from marketing strategy, which evolves from business objectives ie more scientific less gut feel, agency to add value!

Consistent with ‘What is a Brand’ by King

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What is Account Planning? Stanley Pollitt (Boase Massimi Pollitt) 1968

introduced ‘account planners’ = the pro-active force for consumer research which informs advertising development (especially the creative brief). Separate from, but supporting the account manager.

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What is Account Planning? In 1970s had penetrated almost all

London & European agencies In 1980s had penetrated Australian

agencies, but limited to top 10-15 in Sydney & Melbourne

In 1990s penetrated specialist agencies in US eg Fallon McElligott, not major US agencies

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What is Account Planning? The Account Planner

“I’m the consumer’s representative” Planner ensures that an understanding of

consumer attitudes and reactions is brought to bear at every stage of advertising development ( strategy development, creative development, pre-testing of ads, brand tracking)

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Growth of Account Planning Professionalism of advertising - more

market research within companies, thus more specialist communication research needed within agencies to add value

Rapidly changing consumer attitudes - need to keep in touch & take increasing sophistication into account

Brand images more important - therefore monitoring in more detail

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Benefits of Account Planning Integrating the needs of the client, the

demands of the market & the expectations of the consumer

Stimulating discussion on purchasing decisions, brand-consumer relationships, especially how advertising is working

Winning new business - insights into prospective business via disciplined approach

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Benefits of Account Planning Defining tightly focussed strategies

because of enhanced understanding of consumer

Stimulating creative development via productive contact between creatives & consumers

“Selling” ads to clients by explaining why & how they work

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The Account Planner’s JobThe Planning Cycle

Studying brief+existing

dataCommissioningmore research

Creativebriefing input

Diagnosticresearch:conceptsReporting

results usably

Rationalisingfor client

Pre-testing

Tracking

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Who owns what? Advertisers says “My product” Account Director says “My client” Creative Director says “My ad” Account Planner says “My consumer”

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The Account Planner’s JobClient link

Account Manager

Prod’n Creative Media Media

link team planning link

Account planner

Consumer link

Brand vision

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The Account Planner’s Job Strategy Development Creative Stimulation Approval Post-campaign

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What makes a good Account Planner?

Passion for advertising & sensitivity to creative process

Intuitive curiosity about consumers & human nature

Skilled & inspiring communicator Skilled researcher - qual & quant + numerate Credible & authoritative Visionary & strategically focussed Part of account team Theoretician & pragmatist on how ads work