Marketing Intelligence & Planning: Volume 21 Issue 7

Marketing intelligence and account planning: insights from the experts

Keith Crosier, David Pickton

Account planning as a discipline has been somewhat obscured from academic view. In practice, it has played a significant role in the development of the marketing communications…

Account planning – from genesis to revelation

Merry Baskin, David Pickton

The purpose of this paper is to provide an overview of account planning by tracing its origins, development and role from its genesis to its current status. Account planning grew…

Account planning in the new marketing and communications environment (has the Stephen King challenge been met?)

Adrian Zambardino, John Goodfellow

This paper briefly outlines the origins and development of the account planning function within advertising agencies. The transformation of the marketing communications…

Infusing business and brand strategies into account planning

Rob Osler

Account planning has established itself as a core competency of many top advertising agencies. The role of account planner is a result of advertising agencies’ recognition that…

The interface between account planning and media planning – a practitioner perspective

Will Collin

Account planning grew out of a combination of the complementary roles of consumer research and media planning. Over time it has moved away from the traditional advertising…

From consumer insight to advertising strategy: the account planner’s integrative role in creative advertising development

Chris Hackley

In commercial applications the somewhat passive notion of marketing research is increasingly being superseded by the more active idea of consumer insight. In advertising this…

Coolhunting, account planning and the ancient cool of Aristotle

Nick Southgate

“Cool” is a quality highly desired by consumers and, therefore, highly desired by brand owners, yet it is frequently supposed to be elusive and obscure. Scouting for cool is known…

Account planning: whose role is it anyway?

Ian Grant, Charlotte Gilmore, Keith Crosier

The account planning discipline practised in advertising agencies is a central element of a formal system for planning advertising campaigns on behalf of clients. Precise…

A lack of true believers in the account‐planning discipline in Australia?

Ken Butcher, Rod McCulloch

In Australia, advertising agencies have partially embraced the UK‐originated account planning philosophy. In an exploratory study, six senior account planning directors were…