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ACCOUNT PLANNING
a. Account planning process
b. Role of Account Planner and Account Executive
c. Attributes of a good Account Planner
Account Planning Process
The Account planning process is the process of using research efforts to gain more information about the brand in the market place and the consumers perspective and to use that research to contribute directly to advertising development . It is the process of collecting all relevant background information needed to make a decision
Because the consumer is central to all of advertising, it is extremely important to find out their personality and how to market a product or service to them.
John Steel, a renowned account planner for Goodby Silverstein and partners characterises a successful account planner as one who can really become the consumer .
Account planning is all about the consumer. Because the goal of advertising is to make a profit by selling a product/service /experience , it is blatantly obvious that it cannot be done without the knowledge of the consumer as an individual and as a target market . i.e, what makes the consumer tick? It is the process that brings consumer into the process of developing advertising. Account planning heavily focuses on consumer insight in developing advertising strategy
It is the qualitative research that digs deep into the individual consumer personality and the multiple personalities of the target market in order to produce successful advertising . In order to find out the basic make up of the consumer , account planners often attempt to delve into the consumer mind
The Process / Need of Account Planning
a. Account planning Process
1. Discovering & Defining the Advertising Task
2. Preparing the Creative Brief
3. Creative Development
4. Presenting the Advertising to the Client
5. Tracking the Advertising Performance
1. Discovering & Defining the Advertising Task:
Organizes information about the consumer & marketplace from every source available
Analysis of Current Marketing Information
Deductive reasoning
Intuition driven by conversations w/consumers
Task Definition, based on consumer insight becomes the creative brief
2. Preparing the Creative Brief
Creative brief addresses these Key Issues:
Who is the Typical Target Consumer?
Demographics
Psychographics
Usage and Behavior
How do Consumers View the Brand?
What is the Role for Advertising?
Focus on the Consumer
Written From Consumer POV
Use THEIR terminology
Introduces the Creative Department to the Person They’re Talking to
Know the Creative Team/Confidence of
Brief MUST be single-minded
Imaginative Description of Target Group
Brand Specific
3. Creative Development
Always Available
Consumer Litmus Test
Very Delicate
Must be encouraging
Not Leading
Not Dictatorial
Success built on good judgment & trust/relationship with creatives
4. Presenting the Advertising to the Client
Introductory:
Summarize the brief
Present the Key Insight
Describe the Consumer
Presentation can be elaborate (videos, brandscapes, composites)
Consumer Reaction to Advertising
“Let the Consumer Tell us”
5. Tracking the Advertising Performance
Feedback: Tracking the Advertising
Do they get it?
What do they get?
What do they remember?
Are there dynamics in the marketplace that can and should affect the next stage?
What’s going on?
What’s new?
What is cumulative impact on brand?
Why ad agencies have planners
• First the people who market the products are not representatives of consumers . Moreover consumers do not always buy what the marketer offers. Planners are there to study what the consumers want and connect the consumers needs with the marketers offer
• Every agency needs disciplined system of forming advertising strategy and producing creative work that will be appeal to the consumer and be effective. The planner uses market research and his consumer insight knowledge to guide this process
Role of account Planning /Planner
The obligation of Planning is to find out how to develop a long-lasting, bonding relationship with the customer. Thus role of account planning is
• Tracking market trends and consumer insights for developing advertising strategy
• Understanding the target audience through qualitative research and consumer relationship development ,.
• to integrate the needs of the clients, the demands of the market, and the expectations of the consumer.
• Create a pool of data that is available continuously
• Development of well-founded insightful creative strategies that lead to effective and relevant advertising
• Helping to sell ads.
Account planner
• Essentially the account planner is the liaison between the consumer and the agency/client. He is the consumer’s representative
• The Account planner is a person who actively works to undertand the consumer and explain him or her to the other members of the agency team.
• Account planners are Strategists – represent the voice of the consumer within the ad agencies. They combine research and strategic thinking
• Particularly attend to emotions/thoughts driving consumer response to advertising . The account planner is the person on an advertising team who is most likely to have spent time with consumers using the product, or in focus groups asking them about how they think about the product
• The critical link between client objectives, account management and creative development team
Account planner’s job
1. Studying the client brief, analysing existing data which may consist of published reports , usage and attitude surveys , awareness tracking surveys etc
2. Carrying out more research if necessary to define the strategy
3. Briefing the creative team about the task after the strategy is approved by the client
4. Carrying out diagnostic research on initial creative ideas, to determine effectiveness
5. Supervising any pretesting to evaluate the message strategy and effectiveness of the ad
6. Tracking the results of advertising in terms of sales, awareness or image so that modifications can be made to the next campaign
In all these the planner work closely with the client, the other members of the aGency team, the creative and the research team.
Attributes of a good account planner
1. The account planner should be an expert, through training, experience, and attitudes, at working with information and using the information - not just marketing research but all the information available to help solve a client's advertising problems.
2. Ideally, an account planner will have some experience in market research, brands, advertising and communications, and people management.
3. He should have aptitude and interest in meeting people and talking to the consumers and have good communication skills
4. He must possess intelligence, experience, strong observational skills, and judgment.
5. He should be able to argue logically, and should have problem solving skills
6. He must possess the skills to conceptualize and think strategically
7. Should be a team player and having a strong personality are also positive attributes.
8. A good account planner is inspiring by nature, passionate for advertising and has respect for creativity. He is intuitive and curious about consumers and relationships.
9. Planners also should be numerate, imaginative, and credible when it comes to translating and presenting research.
a. Account planning process
b. Role of Account Planner and Account Executive
c. Attributes of a good Account Planner
Account Planning Process
The Account planning process is the process of using research efforts to gain more information about the brand in the market place and the consumers perspective and to use that research to contribute directly to advertising development . It is the process of collecting all relevant background information needed to make a decision
Because the consumer is central to all of advertising, it is extremely important to find out their personality and how to market a product or service to them.
John Steel, a renowned account planner for Goodby Silverstein and partners characterises a successful account planner as one who can really become the consumer .
Account planning is all about the consumer. Because the goal of advertising is to make a profit by selling a product/service /experience , it is blatantly obvious that it cannot be done without the knowledge of the consumer as an individual and as a target market . i.e, what makes the consumer tick? It is the process that brings consumer into the process of developing advertising. Account planning heavily focuses on consumer insight in developing advertising strategy
It is the qualitative research that digs deep into the individual consumer personality and the multiple personalities of the target market in order to produce successful advertising . In order to find out the basic make up of the consumer , account planners often attempt to delve into the consumer mind
The Process / Need of Account Planning
a. Account planning Process
1. Discovering & Defining the Advertising Task
2. Preparing the Creative Brief
3. Creative Development
4. Presenting the Advertising to the Client
5. Tracking the Advertising Performance
1. Discovering & Defining the Advertising Task:
Organizes information about the consumer & marketplace from every source available
Analysis of Current Marketing Information
Deductive reasoning
Intuition driven by conversations w/consumers
Task Definition, based on consumer insight becomes the creative brief
2. Preparing the Creative Brief
Creative brief addresses these Key Issues:
Who is the Typical Target Consumer?
Demographics
Psychographics
Usage and Behavior
How do Consumers View the Brand?
What is the Role for Advertising?
Focus on the Consumer
Written From Consumer POV
Use THEIR terminology
Introduces the Creative Department to the Person They’re Talking to
Know the Creative Team/Confidence of
Brief MUST be single-minded
Imaginative Description of Target Group
Brand Specific
3. Creative Development
Always Available
Consumer Litmus Test
Very Delicate
Must be encouraging
Not Leading
Not Dictatorial
Success built on good judgment & trust/relationship with creatives
4. Presenting the Advertising to the Client
Introductory:
Summarize the brief
Present the Key Insight
Describe the Consumer
Presentation can be elaborate (videos, brandscapes, composites)
Consumer Reaction to Advertising
“Let the Consumer Tell us”
5. Tracking the Advertising Performance
Feedback: Tracking the Advertising
Do they get it?
What do they get?
What do they remember?
Are there dynamics in the marketplace that can and should affect the next stage?
What’s going on?
What’s new?
What is cumulative impact on brand?
Why ad agencies have planners
• First the people who market the products are not representatives of consumers . Moreover consumers do not always buy what the marketer offers. Planners are there to study what the consumers want and connect the consumers needs with the marketers offer
• Every agency needs disciplined system of forming advertising strategy and producing creative work that will be appeal to the consumer and be effective. The planner uses market research and his consumer insight knowledge to guide this process
Role of account Planning /Planner
The obligation of Planning is to find out how to develop a long-lasting, bonding relationship with the customer. Thus role of account planning is
• Tracking market trends and consumer insights for developing advertising strategy
• Understanding the target audience through qualitative research and consumer relationship development ,.
• to integrate the needs of the clients, the demands of the market, and the expectations of the consumer.
• Create a pool of data that is available continuously
• Development of well-founded insightful creative strategies that lead to effective and relevant advertising
• Helping to sell ads.
Account planner
• Essentially the account planner is the liaison between the consumer and the agency/client. He is the consumer’s representative
• The Account planner is a person who actively works to undertand the consumer and explain him or her to the other members of the agency team.
• Account planners are Strategists – represent the voice of the consumer within the ad agencies. They combine research and strategic thinking
• Particularly attend to emotions/thoughts driving consumer response to advertising . The account planner is the person on an advertising team who is most likely to have spent time with consumers using the product, or in focus groups asking them about how they think about the product
• The critical link between client objectives, account management and creative development team
Account planner’s job
1. Studying the client brief, analysing existing data which may consist of published reports , usage and attitude surveys , awareness tracking surveys etc
2. Carrying out more research if necessary to define the strategy
3. Briefing the creative team about the task after the strategy is approved by the client
4. Carrying out diagnostic research on initial creative ideas, to determine effectiveness
5. Supervising any pretesting to evaluate the message strategy and effectiveness of the ad
6. Tracking the results of advertising in terms of sales, awareness or image so that modifications can be made to the next campaign
In all these the planner work closely with the client, the other members of the aGency team, the creative and the research team.
Attributes of a good account planner
1. The account planner should be an expert, through training, experience, and attitudes, at working with information and using the information - not just marketing research but all the information available to help solve a client's advertising problems.
2. Ideally, an account planner will have some experience in market research, brands, advertising and communications, and people management.
3. He should have aptitude and interest in meeting people and talking to the consumers and have good communication skills
4. He must possess intelligence, experience, strong observational skills, and judgment.
5. He should be able to argue logically, and should have problem solving skills
6. He must possess the skills to conceptualize and think strategically
7. Should be a team player and having a strong personality are also positive attributes.
8. A good account planner is inspiring by nature, passionate for advertising and has respect for creativity. He is intuitive and curious about consumers and relationships.
9. Planners also should be numerate, imaginative, and credible when it comes to translating and presenting research.