0
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
                        public...
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
 ...
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
                   ...
where do insights come from?
account planning case studies
click photo for web link
click photo for web link
click photo for web link
click photo for web link
click photo for web link
click photo for web link
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
  Quantitativ...
it’s hard to come out of college and
become a assistant account planner

               2009 Planning Survey Results - Hea...
other avenues to prove your worth
                                administrative assistant



1-2 years    CLIENT      CRE...
other avenues to prove your worth
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Account Planning USF Ad Club

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

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Transcript of "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
  12. 12. click photo for web link
  13. 13. click photo for web link
  14. 14. click photo for web link
  15. 15. click photo for web link
  16. 16. click photo for web link
  17. 17. click photo for web link
  18. 18. click photo for web link
  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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