Communication agencies: Account planning

 

Over the past three years the Newspaper Marketing Agency has carried out a £22m research programme to assess the effectiveness of newspaper advertising. Maureen Duffy and Anne Foster, from NMA, descri ...

Simon White, marketing and business development director for Momentum UK, puts the case for a radical rethink of how agencies are structured. He argues for 'upstream thinking' (which influences everyt ...

Anne Benvenuto, executive vice president of strategic services at R/GA, argues that planners need to change the way they and their agencies work. Firstly they need to look at more than merely creating ...

Olivia Johnson, planning director at Hooper Galton, advises on how to produce successful campaigns in today's fragmented and cacophonous media environment. She argues that too few brands have a truly ...

It is now accepted that account planning recognizes the complexity of humans and their emotional attachment to products and that this understanding can be translated into effective campaigns extending ...

An obituary article on the author's long-term colleague Stephen King (died on 16 February 2006). King is celebrated as someone with a rare ability to occupy, and bridge, the two worlds of academic thi ...

Anthony Tasgal looks at the cultural and scientific heritage of insight, in an attempt to gain a deeper understanding of the meaning of the term. He then outlines some principles and guidelines for cr ...

Tim Stock and Marie Lena Tupot, of New York’s scenarioDNA, explain the concept of ‘embed marketing’, which moves beyond the conventional push/pull theory of advertising and aims to implant the evolvi ...

Chris McDonald, planning director at BDH/TBWA, believes that a surfeit of research and market analysis can get in the way of the two core skills that make marketing valuable: intuition and creativity. ...

Prime Minister Blair is compared to a certain type of agency account director who manages by the practice of 'good meetings'. Good meetings become necessary because irreconcilable issues have made the ...

In his regular article Joe Mandese reviews the growing trend of US media agencies to look at creative branding to differentiate the services they offer. This has led to the importing of account planne ...

An exploratory, qualitative study of leading London and New York advertising agencies suggested that the differing disciplinary perspectives account team professionals bring to the advertising develop ...

The account planning 'philosophy' of creative advertising development has been hyped on both sides of the Atlantic for more than 30 years yet there is still little agreement on what exactly it is and ...

Sue Burden reports on six in-depth interviews she carried out among agency creatives to establish their attitudes to advertising research. The feedback received was varied and whilst some respondents ...

Merry Baskin introduces her article by reviewing the work of the account planner since the early 1980s when it was still a novelty. She regrets the demise of training of account planners, especially i ...

The authors describe the term 'bricolage' as diversity, pragmatism and creativity in method and interpretation of qualitative research. They examine what academic qualitative researchers mean by 'bri ...

Although account planning has been in existence for over 30 years virtually all activity has been in the area of advertising. The author argues that a planner crossing the border between advertising ...

Discusses the place and value of account planning and advertising research in producing creative advertising. Agencies devote roughly the same resources to planning/research as to actually producing t ...

The author makes the case for the 'communications advocate' to provide brilliant creative solutions within carefully controlled costs. He sees this rare animal as vital to successful communications, ...

This article considers the fundamental change to media advertising wrought by digital technology. Targeted interactivity, one-to-one communication, convergence and new ways of thinking will be the wa ...

This paper outlines the agency organizations most commonly used, and describes the process of creating an advertisement. Alongside information about typical services such as account management, creati ...

Some new British agencies are challenging the views on media service by taking completely different and unorthodox approaches to targeting consumers as opposed to the conventional media planners who u ...

Today's research professionals are reshaping agencies. In the past they collected data, summarized the facts and performed statistical tests on the information. Today's researchers are part consultant ...

The author gives his views on what makes a good account planner. Some benchmarks are: must be involved from start to finish in the advertising process; needs to offer strategic solutions leading to cr ...

Today there are no turf barriers between account managers and account planners. They are a partnership and a team. An account manager, who is strategic, understands the category, the business and the ...

Argues that qualitative research is not being used as effectively as it should be in advertising planning, and discusses the reasons for this. Qualitative research has a place in three stages of Steph ...

Review of 'How To Plan Advertising', Account Planning Group, Cassell 1997.

The article, adapted from the author's chapter in the new APG book 'How To Plan Advertising' (ed. Alan Cooper, 2nd edition, 1997), sets out a methodology for planning international campaigns. Discusse ...

Discusses account planning in US agencies: its development, functions, responsibilities, and how it should work in future. The job of an account planner is to gain insights, using unconventional metho ...

Explores how global account planning works at a local level (in Leo Burnett) using China as a context. Key beliefs: the future is less and less predicted by the past, creativity is the greatest driver ...