Account Planning USF Ad Club

Account Planning USF Ad Club - Presentation Transcript

ACCOUNT PLANNING by Gri n Farley October 2009

year year year year year year 1 2 3-4 5-6 7 8-10

roles and responsibilities of account planning

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

the title hasn’t always been around, but planning principles have been 1960’s

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

the divergence of account planning ad tweaking storytelling branding 1980’s

‘planning agency’ replaced ‘creative agency’ in hot shop lexicon 1990’s

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.

where do insights come from?

account planning case studies

click photo for web link

how do I get a job in planning?

don’t rely on your college diploma

show passion for the craft talk about advertising, pop culture, simple human truths

be smart and inspiring Discipline Culture Sipping Organization Creative Quantitative Qualitative Business Sense Storytelling

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

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

other avenues to prove your worth