You may think this is a given – of course planning goes along with every account. But our definition of Account Planning goes beyond being another trendy name for “research”. Let us explain.

Advertising and marketing have, in recent years, become less mystical as clients and their customers have become more sophisticated. We all know that the “big guys” pay millions for product, consumer and promotional research. With advances in technology and more emphasis on marketing in general, research is becoming an attainable part of the “small and medium sized guy’s” marketing budget as well.

Account Planning differs from traditional research in that “Account Planners” don’t just manipulate statistics and derive composite profiles which will undoubtedly conflict with the creative team’s messaging – they are actually an integral part of the creative team and unapologetically a voice for the customer.

Account Planning means knowing where to get the traditional primary and secondary research, how to read it, and most importantly how to apply it to a specific group of customers and/or prospects – your customers. Account Planners are the ultimate brand champions because they make sure you keep your promises to your customers.

Account Planners bring the stuffy left-brained research and the way-out-there creative together by focusing everyone on developing the best possible advertising messaging.

It sounds easy, but it’s not. It’s tough and it takes commitment from the client and the agency to make it work. When it does, everyone walks away with more effective and consistent advertising... shouldn’t that be everyone’s plan?

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