Account Planning USF Ad Club

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Account Planning, History, Case Studies, Job in Account Planning

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Account Planning USF Ad Club

  1. 1. ACCOUNT PLANNING by Gri n Farley October 2009
  2. 2. year year year year year year 1 2 3-4 5-6 7 8-10
  3. 3. roles and responsibilities of account planning
  4. 4. the significance of advertising 1 drive sales and generate profit 2 publicly describe a company’s beliefs and attitudes 3 can promote or lead popular culture
  5. 5. the title hasn’t always been around, but planning principles have been 1960’s
  6. 6. account planning brought the consumer into the process of developing ads CREATIVE DELIVERABLE MEDIA PLAN CONSUMER CLIENT INSIGHT GOALS AND OBJECTIVES PRODUCTION AND TIME 1970’s
  7. 7. the divergence of account planning ad tweaking storytelling branding 1980’s
  8. 8. ‘planning agency’ replaced ‘creative agency’ in hot shop lexicon 1990’s
  9. 9. account planning today goes beyond just consumer insights new product development product naming business strategy communication planning competitive analysis trend forecasting consumer insights focus groups surveys pre ad testing (copy testing) creative inspiration and best practices brand tracking etc.
  10. 10. where do insights come from?
  11. 11. account planning case studies
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  19. 19. how do I get a job in planning?
  20. 20. don’t rely on your college diploma
  21. 21. show passion for the craft talk about advertising, pop culture, simple human truths
  22. 22. be smart and inspiring Discipline Culture Sipping Organization Creative Quantitative Qualitative Business Sense Storytelling
  23. 23. it’s hard to come out of college and become a assistant account planner 2009 Planning Survey Results - Heather LeFevre (2007) (2008) (2009) $38,067 $43,036 $46,914* Years in 1.5 1.6 1.4 Planning Total Years 2.7 3.3 4.9 Working *large agency average salary
  24. 24. other avenues to prove your worth administrative assistant 1-2 years CLIENT CREATIVE ACCOUNT MEDIA BRANDING research brainstorms presentations software analysis 3 years+ CLIENT PLANNING BRANDING innovation insight moderating
  25. 25. other avenues to prove your worth

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