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

1. ACCOUNT
PLANNING
by Gri n Farley
October 2009

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

3. roles and responsibilities
of account planning

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

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

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

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. where do insights come from?

11. account planning case studies

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19. how do I get a job in planning?

20. don’t rely on your college diploma

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

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

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. 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. other avenues to prove your worth