So, what is account planning?

 I have been getting a lot of "what is account planning?" questions since I started this blog. I haven't blogged in awhile, so I thought this would be a good time to further explain account planning. Today I'm blogging from a sun-filled deck looking out onto ocean blue water. Ocean blue water in Minnesota? It's possible with the help from a beautiful pool liner!

Account planning is all about looking to the consumer to help develop advertising. The importance of research has really grown. In the 1990's account planning was booming in the U.S. as advertising agencies realized that this new department was just as essential as the creative department. When I was doing my research on account planning I came across a paragraph from Wikipedia that I think does an excellent job describing the position and importance:

 "The ultimate goal of the planner is to work with consumers as partners in the process of developing advertising. This relationship with the consumer allows planners to involve their input at every stage of the process and to inform and inspire creative ideas that guide and validate the resulting campaign in the consumers interests. Planners are the “consumer’s representative” of the account team. According to Jon Steel advertising can exist without account planning, but planners add an element of creativity to the advertising mix. They are typically people who are interested in meeting people and talking to the consumers. Planners want to find out what makes people tick and use that market information and research data to guide the campaign process. It is the planner’s job to take all this information and funnel it down into a short idea that helps inspire and directionalize the creative department." 

I wanted to write my view/definition of account planning but I really couldn't find a better way to explain it than the paragraph from Wikipedia. The only point I want to clarify from the paragraph is the "short idea" it talks about. This "short idea" is what I call (and many others) an "insight". Insights are the most important thing that come from all the research account planners conduct. Ultimately, account planners are searching for some insights that will help kick off the campaign. Insights give direction for the creative brief and should inspire the creative team to develop a great campaign.

I hope you don't feel cheated that I used Wikipedia's description for account planning. It was so well written that I had to refer to it in this post. There will be plenty more posts that I will write about account planning from my perspective, so stay tuned.

Here's a great image that illustrates account planning:

Photo credit: Royal Society of Account Planning

A side note- The past two weeks I have had several interviews with a company based in Minneapolis. The position starts out as a marketing intern with the possibility of filling a full-time marketing position after the internship. I was so happy to hear about the possibility of a full-time position!  There is room for me to grow within this company and plenty of opportunities for me to bring new ideas/perspectives. Prayers lifted and fingers crossed!

Enjoy this beautiful day!  

Love-