Definition of Account Planning

"Account Planning is the discipline that brings the consumer into the process of developing advertising. To be truly effective, advertising must be both distinctive and relevant, and planning helps on both counts."

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Definitions of Account Planners

"The Account Planner is that member of the agency's team who is the expert, through background, training, experience, and attitudes, at working with information and getting it used - not just marketing research but all the information available to help solve a client's advertising problems."

"Planners are involved and integrated in the creation of marketing strategy and ads. Thier responsibility is to bring the consumer to the forefront of the process and to inspire the team to work with the consumer in mind. The planner has a point of view about the consumer and is not shy about expressing it."

The Function of Account Planning

In today's advertising field, "almost every…agency (and their clients) benefits from a disciplined system for devising communications/advertising/commercial strategy and enhancing its ability to produce outstanding creative solutions that will be effective in the marketplace." It is the account planner's task to act as the "consumer's conscience" and guide this process through the use of their knowledge of the consumer.

Stanley Pollitt believed that the following three attributes are essential in producing effective account planning (Steel, 1998):

1) It means total agency management commitment to getting the advertising content right at all costs.

2) The agency commits the resources to allow planners to be more than temporary role players.

3) It means changing some of the basic ground rules. Once consumer response becomes the most important element in making final advertising judgments, it makes many of the more conventional means of judgment sound hollow.

Fortini-Campbell state that because the role of account planning varies from agency to agency, it must be "constantly worked at to be done correctly." While this is true, please read further for a look at 13 account planning myths.

The Role of the Account Planner

Planners have the ability to bridge together their understanding of the consumer and the awareness of how this knowledge will be used within their own business. It is the account planners' job to understand and draw insightful conclusions not only from the consumer, but also the brand. Because communication channels have presently multiplied, it is even harder, and more crucial, for communication to break through this clutter and reach the target audience. The planner must provide "the edge" that will ensure that a client's message will do just this. (APG Group, 2001)

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According to Fortini-Campbell, there are five main roles that an account planner must fulfill. First, they must discover and define the advertising task. They have the job of organizing information about the consumer and the marketplace from every possible source, including the client and agency data and secondary research. Second, they prepare the creative brief. The creative brief is the tool that the creative department uses to conceptualize ads. Another main purpose of the brief is to define the proper positioning of a brand. Third, they are involved in creative development. During creative conceptualization, it is the account planner's duty to represent the consumer. They may also interact with the creative department through the sharing of initial consumer responses to ad ideas or advertising approaches. Fourth, they must present the advertising to the client. The planner informs the client of "how and why a consumer will react to [specific] advertising." Finally, they track the advertising's performance. Through their follow-up research, account planners track reactions to the ads in the actual marketplace and provide Creatives with additional information.

There are numerous characteristics that make for a good account planner. Fortini-Campbell state that a person must possess intelligence, experience, strong observational skills, and judgment. The account planning group adds that account planners must have the skills to "conceptualize and think strategically. They must also be able to argue their viewpoint coherently. Being a team player and having a strong personality are also positive attributes. Ideally, an account planner candidate will have some experience in market research, brands, advertising and communications, and people management. (APG Group, 2001).

An Example -

Sega utilized the account planning department at Goodby, Berlin, & Silverstein to help create a new position for its video game products. In 1992, Sega wanted to push their Sega 16-bit system, a rival of Nintendo. In order for the account planners to get an in-depth look at their target market (kids), they spent a lot of time at their homes. The adolescents that took part in the study (about 100) were asked to invite their friends over to play video games. The planners basically sat in the room and watched and listened to the interaction between the people and the video games. They then interviewed the participants either one-on-one or in groups at their respective homes, which led to a more relaxing atmosphere. (Steel, 1998)

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The planners first discovered the most of the adolescents owned a Nintendo rather than a Sega. However, those who played on the Sega machine felt that it was much better quality. After meeting with the creative department working on this campaign, it was decided that "Welcome to the next level" would be the main idea behind the creative. The ads were to be about reaching past Nintendo to Sega and discovering a new level of games, graphics, speed, and colors. (Steel, 1998)

GB&S pitched this new idea to Sega and within a matter of months was awarded the account. This is just one of many present day examples which illustrates how effective account planning can be.