desicreative.com

star wrote:Would you say Kyoorius is better than Goa AdFest?

Saumya wrote:Not that I love advertising, but dont you think that the steps followed by design agencies are followed by brand planners in an advertising agency?

Ek Kanya wrote:Account Planners in advertising are supposed to follow research and strategy.

Hasmukh wrote:But that's true, isn't it?

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 to create work that is not only entertaining and highly memorable, but that is 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 within the campaign process and most importantly these days, help to 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.

DesignBoyz wrote:From WikiPedia

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 to create work that is not only entertaining and highly memorable, but that is 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 within the campaign process and most importantly these days, help to 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.

Saumya wrote:Hmm. So now we know Account Planners are required....