Account planning brings the focus on the consumer into the process of developing advertising. Planning is a job function relating to the application of strategy and planning. The discipline and its tools and techniques help to build unique directions, propositions and communications concepts across advertising and marketing channels. The Account Planner, or simply Planner, has a role to identify and empathise with the target market and utilise multiple types of data (primary, secondary, web, usage) to unlock insight that creates value between the consumer, the brand and the category of Product (business) or service. The thoughts and observations are construed into a value proposition and make up a document, often called a Creative Brief, that is used to create and inspire advertising campa
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| - Account planning (en)
- Planning stratégique (fr)
- Коммуникационная стратегия (ru)
- Комунікаційна стратегія (uk)
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| - Le planning stratégique est un métier issu de la publicité. Le planneur stratégique est la personne chargée d'élaborer les stratégies de communication d'une marque et d'en orienter l'exécution créative. C'est un marché professionnel étroit. Il n'existe pas de formation spécifique. Il est intéressant de remarquer que la plupart des planneurs en activité proviennent d'horizons aussi divers qu'éloignés. Au quotidien, le métier nécessite une grande culture générale, un sens critique, une bonne capacité rédactionnelle, et le sens de "l'air du temps". (fr)
- Коммуникационная стратегия — одна из методик работы рекламных агентств для решения бизнес-задач заказчика. (ru)
- Комунікаційна стратегія — одна з методик роботи рекламних агентств для вирішення бізнес-завдань замовника. (uk)
- Account planning brings the focus on the consumer into the process of developing advertising. Planning is a job function relating to the application of strategy and planning. The discipline and its tools and techniques help to build unique directions, propositions and communications concepts across advertising and marketing channels. The Account Planner, or simply Planner, has a role to identify and empathise with the target market and utilise multiple types of data (primary, secondary, web, usage) to unlock insight that creates value between the consumer, the brand and the category of Product (business) or service. The thoughts and observations are construed into a value proposition and make up a document, often called a Creative Brief, that is used to create and inspire advertising campa (en)
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| - Account planning brings the focus on the consumer into the process of developing advertising. Planning is a job function relating to the application of strategy and planning. The discipline and its tools and techniques help to build unique directions, propositions and communications concepts across advertising and marketing channels. The Account Planner, or simply Planner, has a role to identify and empathise with the target market and utilise multiple types of data (primary, secondary, web, usage) to unlock insight that creates value between the consumer, the brand and the category of Product (business) or service. The thoughts and observations are construed into a value proposition and make up a document, often called a Creative Brief, that is used to create and inspire advertising campaigns and other marketing communications. Account planning is an advertising agency discipline and sometimes department that works alongside client facing managers (account management), buying advertising (media), and creating advertising (creative). Around the late 1970s and early 1980s, US ad agencies introduced this ‘new’ discipline from the UK called account planning which became a primary function in most US ad agencies in the 1990s. 'Account planners have often been called 'the left side of a creative brain'. Their primary function is to find consumer truth and insight that helps the creative teams create work that is not only entertaining and highly memorable but also relevant to the consumer and effective in the marketplace. Creative ideas that drive business are more typically the result of a strong collaboration between creative teams and account planners. Account planners (sometimes also called brand planners and strategic planners) use primary and secondary research to inform their strategic thinking and are ultimately responsible for the work that informs, and the penning of, the creative brief. If the creatives are closest to the idea, and the account manager is closest to the client, the account planner is closest to the consumer. The account planner is the person on an advertising team who is most likely to have spent time with consumers (for B to C) or customers (B to B), observing the consumer's path to purchase, by using research such as ethnographies, focus groups or quantitative/social studies, asking consumers how they think about and use the product or service. And in an era in which the brand is at least as important as a specific product (for instance, Nike as a brand has a place in the culture that far exceeds the particular performance characteristics of their shoes), the account planner is responsible for understanding the place of the brand in the consumer's mind. This is not just a simple research function - planning truly begins when research ends - and account planners stay engaged in the campaign process from the initial client briefing and throughout the advertising cycle. Rather than offering research insights to others at a single point in time, they use research to continue to provide insights into the campaign process and most importantly these days, help track advertising effectiveness. Whereas previously, account planners focused on the use of traditional primary research tools, digital/social networks have given them the ability to listen to and interact with consumers in new ways and to work more closely with channel or media planners throughout the process closely also, to not only help plan effective advertising but also engage with consumers in the most effective ways. (en)
- Le planning stratégique est un métier issu de la publicité. Le planneur stratégique est la personne chargée d'élaborer les stratégies de communication d'une marque et d'en orienter l'exécution créative. C'est un marché professionnel étroit. Il n'existe pas de formation spécifique. Il est intéressant de remarquer que la plupart des planneurs en activité proviennent d'horizons aussi divers qu'éloignés. Au quotidien, le métier nécessite une grande culture générale, un sens critique, une bonne capacité rédactionnelle, et le sens de "l'air du temps". (fr)
- Коммуникационная стратегия — одна из методик работы рекламных агентств для решения бизнес-задач заказчика. (ru)
- Комунікаційна стратегія — одна з методик роботи рекламних агентств для вирішення бізнес-завдань замовника. (uk)
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