The document discusses account planning in marketing communications. Account planning involves managing the four Ms: the right market, motivation, message, and media. It ensures marketing communications are targeted appropriately based on understanding consumers. Account planning helps create more effective and creative advertising by bringing consumer insights and focusing on consumer understanding, motivation, and the appropriate message and media to reach them. The role of account planning is to represent consumers within advertising agencies and reduce risk for clients by enhancing relevance, originality and impact of campaigns.

1. What is Account Planning?Chandradeep (CD) MitraC PipalMajik

2. Account Planning –Managing the 4Ms of Marketing CommunicationsC PipalMajik

3. Managing the 4MsThe First M – the RightMarketThe Second M – the RightMotivationThe Third M – the RightMessageThe Fourth M – the RightMediaC PipalMajik

4. Managing the 4MsThe First M – the Right Market(WHO)The Second M – the Right Motivation(WHY)The Third M – the Right Message(WHAT)The Fourth M – the Right Media(WHERE & WHEN)C PipalMajik

5. Account Planning solves the old advertising dilemma – Hard-Working or Creative?Hard-working and Creative!C PipalMajik

6. “I do not accept that there has to be a choice between advertising that is strategically relevant or creatively original”Martin BoaseC PipalMajik

7. “At the heart of an effective creative philosophy is the belief that nothing is so powerful as an insight into human nature, what compulsions drive a man, what instincts dominate his actions, even though his language so often camouflages what really motivates him. For if you know these things about a man you can touch him at the core of his being.”Bill BernbachC PipalMajik

8. Account Planning is all about having a consumer focus and through this adding something to the process of creating outstanding advertising.C PipalMajik

9. Account Planning is about 3 questionsWhy are we doing any advertising or communication at all?Who are we communicating with?What should we say and why?C PipalMajik

10. ‘Conceptually, account planning emphasizes the importance of the target consumers: understanding them, finding advertising strategies that will best fulfil the client’s marketing objectives in terms of attitudinal or behavioural response, and then evaluating the advertising developed, by pre- &post-testing, long-term tracking, etc.’ S StaveleyC PipalMajik

11. ‘Account Planning philosophy marks out a somewhat changed relationship with the client. Instead of simply mirroring the client’s marketing strategy and goals (usually in terms of markets, volumes, shares and revenue), the agency provides a complementary expertise – that directed at an intimate knowledge of the target group. This involves conducting a dialogue with the consumers, and better understanding of who they are, how advertising directed at them will work best, how they use it, and in which media; and afterwards, how well it is doing once a campaign is up and running.’S StaveleyC PipalMajik

12. Account Planning makes advertising more Hard-workingBetter targetingBetter researchedDeeper insightNewer propositionMore relevant messageMore appropriate mediaC PipalMajik

13. Account Planning makes advertising more CreativeBetter Consumer UnderstandingMore Powerful InsightFresh PerspectiveUnique PlatformGreater Impact of MessageC PipalMajik

14. Account Planning createsa Better Chance of producingMore Effectiveand More Creative advertisingMore Often!C PipalMajik

15. Role of Account Planning in Advertising?Risk Reduction!C PipalMajik

16. ‘The creative man, the new type of planner and the account man, in essentially as a businessman with a flair for advertising, are all likely to have greater equality of status. And all of them are likely to be directly involved with the client. Because of their different mental processes and ways of tackling problems they are likely to work together more in a status of controlled friction than artificial harmony.’Stanley Pollitt,‘How I started Account Planning in Agencies’(Campaign, 1979)C PipalMajik

17. The drivers of Account PlanningValue-added utilization and interpretation of Consumer ResearchDeeper understanding of ConsumersUnderstanding of how Advertising (Marketing Communications) actually worksHelping create more effective adsC PipalMajik

18. ‘The Voice of the Consumer’C PipalMajik

19. ‘The Agency’s Conscience’C PipalMajik

20. ‘The Third Leg’C PipalMajik

21. ‘The Creativity behind the Creativity’HenrikHabberstadC PipalMajik

22. ‘The goal is always about effectiveness, which means we must bring everything back to behavioral & business outcomes, both short & long term.When in doubt, our best judgements about these must always be more important than pleasing the client, double guessing the boss, winning a Golden Lion, making a quick buck or covering our arses. It’s not always easy, but this is the only solid ground to stand on.’Paul FeldwickC PipalMajik

23. “Any systematic approach to planning advertising has to do morethan simply provide controls and disciplines. It must actively stimulateimagination and creativity too” Stephen King, 1974C PipalMajik

24. “We need a process that enhances an agency’s ability to produce outstanding creative solutions for our brands that will be effective in the marketplace. It is the planner’s job to guide or facilitate this process via the astute application of knowledge, otherwise known as consumer and market understanding. From the real world, outside the myopic, navel gazing self absorbed, self rewarding industry we live and work in.”Mary BaskinsC PipalMajik

25. The ROI of Account PlanningRelevance ( Understanding of consumer, her relationship with category, brand & media, and how communications can influence her)Originality(Differentiated strategy, unique platform, clutter-breaking creative)Impact ( Effectiveness in getting desired business result within minimum investment of time & effort)C PipalMajik

26. “If researchers are data gatherers, then planners are knowledge applicators. Planners must insightfully interpret and illuminate the data, and develop intuitive hypotheses from it.”Mary BaskinsC PipalMajik

27. "Account Planning serves tochannel the consumer's viewpointto the agency's creative staff during the entire process ofmaking an ad campaign” Jay Chiat, Chiat/DayC PipalMajik

28. "Account Planning brings the voice of the consumerto the creative, so that, in turn, the creative can talk to the consumer”lonaKligmanC PipalMajik

29. "The Account Planner speaks with the voice ofa thousand consumers”Jane NewmanC PipalMajik

30. "An Account Planner will find a statistic, then, rather than simply deliver the data – interpret what the numbermeans in the real world”A FeuerC PipalMajik

31. "The secret of peering into the future depends on the deepest possible understandingof consumers as people "R SliverC PipalMajik

32. "The Account Planner who explainsthe marketplace with value-added interpretation and analysiswill have a decided edgeover the Researcher who is still 'describing' markets"A AdamsC PipalMajik

33. "The Account Planner's role is to think as the consumer thinks,thus giving a face to piles of demographic and psychographic research compiled by both client and agency"K SternC PipalMajik

34. "An Account Planner should belike an investigative journalist.You need a lot of brains and a little moxie”Richard BlockC PipalMajik

35. 5 Benefits of Account PlanningC PipalMajik

36. Benefit 1:Account Planning helps an agency understand the consumer more precisely. It prevents the agency from listening only to the client, who can easily make false assumptionsabout his or her audience.C PipalMajik

37. Benefit 2:Account Planning starts with what a client wants to say and ends with what a target audience wants to hear. Constant interaction with consumersensures that the agency always knows what consumers are thinking.C PipalMajik

38. Benefit 3:Because Account Planning helps an agency know a client's market so clearly, the concept leads to attention- grabbing campaigns that help sell more of the Brand. The advertising is simply better.C PipalMajik

39. Benefit 4:Account Planning leads to relevant advertising more often because Account Planning is the consumer's representative within an agency.They ensure that their agencies are in constant communication with consumers and not just their clients..C PipalMajik

40. Benefit 5:Account planning makes it easier to sell a campaign to a client because the agency can explain quite specifically why the advertising should be done a particular way. C PipalMajik

41. So what’s next?!C PipalMajik