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Account Planning: History and Origin

JOUR 3020 Noble
by

vicky andres

on 18 September 2013

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Transcript of Account Planning: History and Origin

CATALYST
ACCOUNT PLANNING
NAMES AND DATES
Rise of the
Account Planners.

RESEARCH
VS
STRATEGIC PLANNING

WHAT IT TAKES TO BE A GREAT PLANNER

Account Planners...
What do they do?
HISTORY AND ORIGIN
1967: Stephen King from J. Walter Thompson adopted the idea of account planning by combining consumer research and insights to create effective advertisements.

1968: Stanley Pollitt believed the voice of the consumer was very important and using consumer research would enrich the advertising process.
JWT is the first agency to establish a department coined "account planning."

1987: Chiat/Day's acquires Nissan account and launches "Built for the human race" ignited account planning in the United States.

Intuitive about people and brands.
Someone who can develop a positive relationships with everyone else in the agency and have success both individually and as a team
He who understands the customer best wins.
The Ball Started Rolling...
Start up agencies cannot afford research departments
Clients develop their own market research departments
People such as Stanley Pollitt start to recognize inherent flaws in researching and begin to seek solutions

CHARACTERISTICS


AND MOST IMPORTANTLY..

Burning Bridges
Researchers were brought to the table too late. This caused a rift between creatives and researchers
Researchers were used to settle disputes between people within the agency and between the agency and the clients
Why Planners?
Planners could nip bad ideas in the bud and keep the creative focused on the consumer
With so many researchers leaving, someone needs to sift through the research
Early Success
JWT London and BMP reinforce account planning trend in Britain
Chiat/Day in California, U.S.A.
"Jay Chiat did not decide to experiment with account planning. He decided to HAVE account planning."
Relationships
Some account planners were shut out of the process because of arrogance or other factors that did not allow them to build relationships with their co-workers
Account planning thrived in agencies where account planners were able to build strong relationships
FUNCTIONS
Market Research
Analyze the data
Information center & Insight Miner
Voice of the Consumer
Futurologist
Write the creative brief
NPD Consultant
Media Communications Planner
Strategic thinker/Strategy Developer
Thank You
CATALYST
We Appreciate Your Time
RESEARCH
Squares & Rectangles
Researchers were only concerned with how to gather data through research techniques
They only saw data as data
Too focused on numbers
Only spoke, when spoken to

WHAT IS AN ACCOUNT PLANNER?

COMPASSIONATE.


COURAGEOUS.


CONFIDENT.

Account Planning
They dig deeper into the data and use this insight to learn about the consumer
They are involved with every aspect of the project from start to finish
Held more responsible for the effectiveness of the finished product
Value insight over data
Applying the result > Designing sample

CURIOUS.

So obviously...
Account Planners > Researchers
Someone who is curious about what makes people act and think the way they do.
"All the other agencies came and told us about the car business. We know the car business. Chiat told us about the car buyer."
-VP of Marketing, Nissan
Lateral vs. Literal
The Bucket, The Jug, and the 8-ounce Glass

"thinking outside the box"
Full transcript