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Jennings account planner's survival guide



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  • 1. THE ACCOUNT PLANNER’SSURVIVAL GUIDEAn IntroductionChelsea JenningsDecember 2011
  • 2. PROBLEMAccording to the 2011 Planner Survey by Heather LeFevre,46% of those interviewed had very little idea of what wasexpected of them as junior planners.
  • 3. This statistic is a realityhere in the ad program atthe University of Oregon.So many aspiring account planners have very little idea of what it actually takes to be an account planner.
  • 4. AND YES...there is information on the web and in textbooks aboutaccount planning, but a lot of this information is very vague.Plus it’s all theory, not information on practice from plannersliving and breathing the profession at this very moment.
  • 5. SO WHAT IF...there was a resource out there for aspiring account plannersand juniors alike, giving them a boatload of information aboutwhat it means to be a planner and what to expect as anincoming junior? And what if all of this information wasdirectly from industry professionals practicing planning?
  • 6. THE ACCOUNT PLANNER’SSURVIVAL GUIDEwill be a collection of interviews and insights from planners inthe industry. So far there are six questions being posed:
  • 7. 1. What is something you do as a planner that you had no ideawas going to be your responsibility when you first started?2. How do you communicate?3. Why do you love your job?4. What is the one thing you wish you had known when you firststarted out as a planner and why?5. What is your own personal creative process? You can showme, tell me, sing it to me, however you want to express it.6. If you were in charge of writing the account planner’s jobdescription for your agency’s website, what would you say?
  • 8. BUT STILL...this project is ultimately to help aspiring account plannersget the information they need in order to thrive in thisindustry and to help lower that 46% statistic. So part of theinformation collected will be based on input from thoseaspiring planners themselves. That’s where the blog comesin.
  • 9. THE BLOGserves four main purposes:1. It’s a way to organize all the information collected so that itcan be synthesized later on to be made into an actual book/guide.2. The blog makes the information easily accessible to thosewho need it most.3. It’s also a chance for future planners to give their input onwhat new questions need to be asked, and other suggestionsfor how to improve the content of the project. In a sense theblog becomes a hub for aspiring planners to give their inputand connect with each other as well as industry professionals.4. It’s a way for planners in the industry to see what thisproject is all about so they can get involved.
  • 11. SO FAR...there has been a lot of interest from those contacted to giveinterviews for the project, with two interviews alreadycomplete and two more scheduled for the very near future.This project is already giving planners in the industry a voice,while at the same time educating aspiring planners.
  • 12. INTERESTED? Contact Chelsea Jennings @chelsjennings