Should account planners talk to media owners?

Examines the relationship currently existing between media sales staff and agency account planners. The author questioned his own sales executives at Mirror Group Newspapers, and held telephone interviews with 14 account planners in major agencies.

Account Planning:

Should Account Planners Talk to Media Owners?

Roger EastoeMirror Group Newspapers

Most of the speakers at this seminar are addressing the art of account planning roughly 20 years after its conception, but my view is from the media owner's side of the fence. Unlike them, who in the main have day-to-day contact and involvement with account planners, my views are based on Mirror Group Limited's involvement in this area, and having checked with other media owners (in both print and television) I find that, while the account planning floors are not foreign territory, in general we...

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