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Interim Report TAAAP
- Exploration on how the account planning role have evolved outside the UK -
Thank You.
CMM3108
Independent Study
- Interim Report -
The Anthropological Anatomy of Account Planning
Carl Johan Malmsten
10059990
Project Objectives
- To explore the history of account planning.
- To explore the adaption of account planning outside the U.K.
- To explore and give understanding to the factors that affects the evolvement and adaption of account planning and,
- To give recommendations on how to successfully adapt account planning.
Progress of Project Objectives
- Account Planning turned 40 in 2008
- Active online community - The Plannersphere
- Adaption and the British Heritage
- Industry trends:
- Sophisticated Client,
- Sophisticated Consumer
- Recession and
- the Internet
Why?
- Fairly new profession
- Spreading throughout the world
- I aim to be in AP
What?
Stephen King
of JWT
Stanley Pollitt
of BMP
Strengths
Weaknesses
- Interest = Motivation
- Database of Information
- Objectives = Achiveable
- Interest = Biased?
- Too much research
- No hands on experience of profession
"Account Planning is the discipline that brings the consumer into the process of developing advertising. To be truly effective, advertising must be both distinctive and relevant, and planning helps on both counts." - Chris Cowpe
SWOT
Deviation
Will not conduct any interviews
Opportunities
Threats
- Extensive coverage of profession
- Everyone wants do planning
- Second hand info
- Similar research has been conducted
- Planning and Social Media
Contact
No extra meetings needed
Anthropological Anatomy...?
relates to the branch of anatomy that consider the comparison of the anatomy of different races of humans/cultures.