The Feldwick Factor: The role and function of account planners

Paul Feldwick

'What is the role and function of the account planner in developing consumer insight, the creative brief and other related topics?' asks a marketing student.

The Feldwick Factor: The role and function of account planners

Paul Feldwick

What is the role and function of the account planner in developing customer insight, the creative brief, and other related topics?

A marketing student in the US

My first planning job was given to me in 1975 by Stanley Pollitt, generally credited (alongside Stephen King of JWT) with inventing account planning. It's a long time ago, of course, and nobody has to believe that Stanley's or Stephen's ideas are still relevant in 2012. However, I often find it instructive to look back at just what those ideas were,...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands