Account Planning 101
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A presentation I gave to students at University of Washington's Ad Club that outlines the basics of account planning.
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Account Planning 101
- 2. What is an account planner?
- 3. An account planner is responsible for developing the strategy and setting the initial tone and message for a campaign.
- 4. Wait, so what do you do?
- 5. Account planners are “the creative’s left brain.” Account planners “represent the consumer.”
- 6. Account planners represent truth.
- 7. No seriously, what the %$#! do you do?
- 9. Advertising used to be simpler.
- 10. Today, advertising is anything but.
- 11. We live in an age of information. Planners turn information into insights.
- 12. There is strategy behind everything you see.
- 13. There is strategy in every stage of the CDP.
- 23. OK. So one last time...
- 24. What do you do?
- 25. I read. A lot. I write. A lot
- 26. I use a lifetime’s worth of disconnected experiences to help me connect the dots between disparate ideas.
- 27. I am simultaneously a voice of reason and an inspiration for the creative geniuses around me.
- 29. THANK YOU
Hinweis der Redaktion
- So what do I do? There’s a couple perspectives on that.
- Some like to say account planners are the creative’s left brain. Others like to say we represent the consumer throughout a campaign’s development.
- I like to say we represent truth.
- Like so many Facebook relationship statuses, it’s complicated.
- But it wasn’t always that way; Think Mad Men. A creative genius takes a look at the challenge presented to him and then, in a fury, he comes up with a revolutionary idea that solves the clients problem and inspire consumers to buy. There were still Peggy’s and Pete’s, Sterling’s and Sal’s, but it was largely the Don Draper show. Back then ideas were formed in isolation, in a vaccuum…
- That shit doesn’t fly today. Advertising is a highly collaborative process that’s informed by a multitude of inputs from many different roles. Advertising is a highly complex process that requires all hands on deck at all times to be ensure success. A planner is just one of many people who contribute to the creation of an ad, but they play a very important role, especially today.
- Data is just raw numbers and facts. Information is just a grouping of numbers and facts. Information exists in and of itself. Insight adds context to information and makes it useable.
- Believe it or not, no matter how silly or simple it is, there’s a strategy behind every ad you see.
- This is the communications development process. Don’t write that down. It’s not a real thing. It’s a clunky term I came up with for lack of a better one. I’m sure there’s a proper name for the process of creating campaigns in advertising but I threw my advertising text books away immediately after graduating so you’re stuck with this. To me, there are 7 stages in the process of developing a campaign. I’m going to go through them briefly and tell you a little bit about strategy’s role in each.