account planning

It must be clear where account planning is creating an advantage.

The role and the value of account planning is widely debated in the industry.

And that does not take into account planning and learning time.

Ally has added an account planning department to do attitudinal research on consumers.

"That put flesh on the bones of account planning, even though Wells doesn't really use the term."

The agency's founders ascribe their growth to the concept of account planning.

It was during the 1990s that account planning grew tremendously within the United States.

The main change inflicted on advertising by account planning is, to approach every marketing challenge, starting with the consumer.

With account planning, the person who conducts the initial research is assigned to the team creating the ads.

Account planning adds context, a wider perspective, guidance and opinion to advertising development.

Adam Stagliano, director of account planning, assumed his title and duties.

"Design is no more separate than account planning or media," Ms. Burns said.

The insights sought through the process, known as account planning, can be either rational or emotional, "Eureka!"

"Home run ideas take some experience to come by," said Stuart Grau, director of account planning.

In addition, Brian Moore, 44, has been named to the new position of director of account planning.

But account planning differs in several ways.

The new unit, headed by Joan Evans, a psychologist, will focus on product development, market research and account planning.

Most large agencies have a special department usually called 'account planning', or simply 'planning', to develop the advertising strategy (see page 47).

Account planning is a technique in which an agency researcher acts as the voice of the consumer during the process of creating ads.

The majority of the larger agencies have a function called 'account planning', and here the planner is an essential part of the functional team.

For, the "mantra" of account planning is "relevant plus distinctive equals more effective.

There are seven goals that have been achieved in the UK thanks to account planning:

He decided to have account planning."

And both specialize in account planning, which seeks to integrate the results of consumer research into the process of creating ads.

A typical account planning cycle starts with a study of the brief from the client and secondary research, meaning any research that is currently available.