Account Planning Concepts and Definitions

Account planners….. Discover how to connect with consumers and inspire them to respond. Identify behavior patterns and reasons behind them. Determine creative approach for advertising messages

Conducting ‘why’ research Qualitative methods provide subjective insight into consumer thinking about a brand. Planners use focus groups and interviews to learn what motivates consumers to choose one brand over another brand. Planners look for meanings from which to draw conclusions about purposes, aspirations, emotions, feelings and intentions.

Researching behavior P&G visits people’s homes to record their product usage habits on video. Nintendo pays teenagers to interpret the video game world. Kowasaki uses an anthropologist to ‘hang out’ with motorcycle riders.

What is account planning? Agency job function as consumer’s representative Brings consumer perspective to strategy and creative development, pre-testing ads and tracking brand’s progress Uses research to guide creative process Interprets research to spot openings for development

Planning evolution Invented in 1965 by Stanley Pollitt who wanted to use research for creative 1968 J Walter Thompson established an ‘account planning’ department 1985 Chiat Day hired an account planner as part of the creative team

Events favorable to planning 1.Change in client expectation from agency. Relevant data to ad decisions became crucial for results. 2.Change in consumer attitudes. Agencies must monitor social change. 3.Brand images are more important. Emotional and practical side to each. 4.Advertising environment has changed. Consumers want to be entertained.

Role of account planning Works with account manager to direct the ad development process Prepares directional creative brief Uses diagnostic research to establish a dialog between creative team and consumer

Campaign planning cycle Evaluate existing research on brand Commission more research to define strategy Conduct diagnostic research on initial creative ideas Rationalize creative ideas to get client approval Supervise ad pre-tests for recall Track results of awareness and image

Planner’s job 1. Overall: Be concerned with relevance of advertising to target audience. Client says“My product/brand” AE says“My client” CD says“My ad” Planner says“My consumer”

2. Strategy development stage Collects and synthesizes data to guide strategic development to gain insight on consumer’s relationship with the brand Defines the positioning and relevant proposition to capture rational and emotional appeals of the brand.

3. Creative development stage Commission diagnostic research on rough ads to measure responses Collect feedback on how ad is working Interpret responses to stimulate creative process further

4. Approval stage Provide objective justification for creative Provide reassurance on how and why ad execution will work for the brand

5. Post-campaign stage Commission and use research to track the progress of the brand. Answer questions: Is the strategy working? Are objectives being met? Do new ads need developing? How should they be developed?

What makes a good planner? Passion for advertising creative process Intuitive curiosity about consumers Inspiring communication skills Aptitude for research interpretation Visionary mind for big idea Desire for involvement in account team Mediator between theory and practice