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Account Planning, History, Case Studies, Job in Account Planning
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by Gri!n FarleyOctober 2009
ACCOUNTPLANNING
year1
year2
year3-4
year5-6
year7
year8-10
roles and responsibilitiesof account planning
the significance of advertising
1drive 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
CLIENT GOALS AND OBJECTIVES
PRODUCTION AND TIME
MEDIA PLANCONSUMER INSIGHT
1970’s
the divergence of account planning
ad tweaking
1980’s
storytelling branding
‘planning agency’ replaced ‘creative agency’ in hot shop lexicon
1990’s
account planning today goes beyond just consumer insights
new product developmentproduct naming
business strategycommunication planning
competitive analysistrend forecastingconsumer insights
focus groupssurveys
pre ad testing (copy testing)creative inspiration and best practices
brand trackingetc.
where do insights come from?
account planning case studies
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
Organization
Quantitative
Business Sense
Culture Sipping
Creative
Qualitative
Storytelling
it’s hard to come out of college and become a assistant account planner
(2007) $38,067
(2008) $43,036
(2009) $46,914*
Years in Planning
1.5 1.6 1.4
Total Years Working
2.7 3.3 4.9
*large agency average salary
2009 Planning Survey Results - Heather LeFevre
other avenues to prove your worthadministrative assistant
CREATIVE ACCOUNT MEDIA BRANDINGCLIENT
research brainstorms presentations software analysis
PLANNING
insight
1-2 years
3 years+ CLIENT
innovation
BRANDING
moderating
other avenues to prove your worth
