Monash University Advertising Management Account Planning

Monash University What is Account Planning? n History n 1960s saw post war economic boom with large budgets, 15% media commissions & birth of agency stereotyping n Stephen King (J Walter Thompson UK) 1965 adopted ‘account planning’ = process of advertising development involving rigorous analysis of the brand in its competitive market. Advertising strategy evolves from marketing strategy, which evolves from business objectives ie more scientific less gut feel, agency to add value! n Consistent with ‘What is a Brand’ by King

Monash University What is Account Planning? n Stanley Pollitt (Boase Massimi Pollitt) 1968 introduced ‘account planners’ = the pro- active force for consumer research which informs advertising development (especially the creative brief). Separate from, but supporting the account manager.

Monash University What is Account Planning? n In 1970s had penetrated almost all London & European agencies n In 1980s had penetrated Australian agencies, but limited to top in Sydney & Melbourne n In 1990s penetrated specialist agencies in US eg Fallon McElligott, not major US agencies

Monash University What is Account Planning? n The Account Planner n “I’m the consumer’s representative” n Planner ensures that an understanding of consumer attitudes and reactions is brought to bear at every stage of advertising development ( strategy development, creative development, pre- testing of ads, brand tracking)

Monash University Growth of Account Planning n Professionalism of advertising - more market research within companies, thus more specialist communication research needed within agencies to add value n Rapidly changing consumer attitudes - need to keep in touch & take increasing sophistication into account n Brand images more important - therefore monitoring in more detail

Monash University Benefits of Account Planning n Integrating the needs of the client, the demands of the market & the expectations of the consumer n Stimulating discussion on purchasing decisions, brand-consumer relationships, especially how advertising is working n Winning new business - insights into prospective business via disciplined approach

Monash University Benefits of Account Planning n Defining tightly focussed strategies because of enhanced understanding of consumer n Stimulating creative development via productive contact between creatives & consumers n “Selling” ads to clients by explaining why & how they work

Monash University The Account Planner’s Job The Planning Cycle Studying brief+existing data Commissioning more research Creative briefing input Diagnostic research: concepts Reporting results usably Rationalising for client Pre-testing Tracking

Monash University Who owns what? n Advertisers says “My product” n Account Director says “My client” n Creative Director says “My ad” n Account Planner says “My consumer”

Monash University The Account Planner’s Job Client link Account Manager Prod’n Creative Media Media link team planning link Account planner Consumer link Brand vision

Monash University The Account Planner’s Job n Strategy Development n Creative Stimulation n Approval n Post-campaign

Monash University What makes a good Account Planner? n Passion for advertising & sensitivity to creative process n Intuitive curiosity about consumers & human nature n Skilled & inspiring communicator n Skilled researcher - qual & quant + numerate n Credible & authoritative n Visionary & strategically focussed n Part of account team n Theoretician & pragmatist on how ads work