The practical pocket guide to account planning

The Practical Pocket Guide to Account Planning provides a straightforward, no nonsense approach to understanding what Account Planners do on a daily basis and how they do it. Filled with real world examples, amusing anecdotes, and useful techniques for getting to better insights, The Practical Pocket Guide provides a clear path for how Account Planners can collaborate with Creatives to produce great work that is insightful, engaging, and culturally infectious. In this engaging 2-hour read, you'll learn: the difference between most Account Planning job descriptions and day-to-day realities, critical planning skills, including: concept testing, copy testing, discussion guides, positioning, and the basics of good research, techniques for writing better briefs and ideas for how to lead more engaging briefings, and how to be an ally to Creatives so that together you can sell big, culturally infectious ideas to Clients. Whether you're a Client, a Creative, an Account Manager, or an aspiring Account Planner, this book will help you understand how Planners think and what great Planning can really do

Includes bibliographical references (pages 140-141) and index

Part I: Orientation. What's in a name? ; Job description vs. reality ; Who's who at the agency -- Part II: How an ad gets made: From insights to ideas. The kickoff call ; Finding insights ; Creative briefs ; Selling the idea -- Part III: Organized chaos (A.K.A. The day-to-day life of a planner). Concept testing ; Copy testing ; White papers ; Brainstorming ; New business ; Positioning ; Brand architecture ; Segmentation studies ; Developing personas ; Consumer decision process maps ; Pro bono work ; Award shows -- Part IV: Tricks of the trade. Asking different questions ; Planning resources ; Presenting like a planner ; Advice from planners ; Advice from Creatives

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