Account Planning
Before starting my advertising course, I wasn't sure exactly what the 'Account Planner' did.
AP
is the area that should bring objectivity to the process, bringing the
consumer into the equation and influencing the creative process. The
Account Planner should find a key proposition that is motivating to the
consumer, differentating from competitors and true to the product.
Basically, it is finding the golden thread or key insight.
The
role of the account planner is large, from chosing the target audience,
understanding their key insights, determining a position for the brand,
developing a communications strategy and setting media/creative
stratgies. The part of the process that brings all of this together is
'the creative brief'.
Look out for a future post all about the process of 'the creative brief'.
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