Please enable JavaScript.
Coggle requires JavaScript to display documents.
What is Account Planning? And class intro (day 1), Be interested and Be…
What is Account Planning? And class intro (day 1)
What is account Planning?
consumer insights
really knowing the consumer
Some of the most creative ppl are account planners
a lot of different things
Connect business objectives with creativity
strategy
PROBLEM SOLVERS
You're the glue holding them together
Everyday Life of an Account Planner
talk with clients
check objectives, are you happy with it?
reading research
work with creatives with briefs
Key skills
Good with lots of info
make research make sense and simplify it
good at inspiring
spark great ideas
good on your feet
interested in the World Around you
flexibility
diplomatic
measuring stuff
PKIs
prove it to the client
Some brands with excellent and unique ads during pandemic
Apple
Creativity goes on
Uber
Thanks for not using uber
Jeep
The trails will be waiting for you
spin off on groundhog ad: the days are all one
They All owned their brand and kept their messages goin
g
MAIN POINTS
Understand account planners role
Understand class expectations/plan accordingly
look at good ads and understand what makes them good
Stick with a good plan, and adapt it to unique circumstances
Stay true to who you are, and still adapt to improve (Arbys)
Understand your consumer
Why did we talk about these things?
To analyze good ads, being exposed to good ads helps you understand them
to help us succeed in the course
to be ready when we go to an ad agency and in the adlab when we work with account planners/ plan our own stuff
we take this class first so we understand the fundamentals of great advertising, which is consumer insights!
What's the big picture?
Account planning and pay attention to it
Be interested and Be interesting
what? like it's hard?!
