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Account planning

Account planning uses research about the audience, product and category to inform advertising and message development. The planning discipline emerged in the 1960s in the UK. Today, planners (or ‘strategists’, as they are also now known) can be found in agencies of all disciplines all over the world. In recent years there has been a rise in planning specialisms to reflect the growing complexity of the media landscape – for example, communications, digital or social media strategy.

Key Reading

Important papers from across the Warc database

The history of planning, from the discipline's invention in the 1960s to its evolution in the 2010s. The article includes links to landmark articles from planning giants that were originally published in Admap magazine. These include Stephen King, Simon Broadbent, Jon Steel, Paul Feldwick, Les Binet and Peter Field.
Warc's guide to developing your skills as a strategic thinker, featuring seven learning modules.
A special series of papers from leading industry figures on strategy and account planning.
Eight planning lessons derived from the work of creative legend John Webster.
The role of strategy in modern marketing, discussing perspectives on the meaning of marketing strategy.

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