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Account planning — Wikipedia (en)

Source: Wikipedia (en)
Original: https://en.wikipedia.org/wiki/Account_planning
License (as archived): CC-BY-SA-4.0
Archived: 2026-11-07T10:14:40.748Z
SHA-256 of the archived text: 0b2cdfa4e766a0f2fe3faa441f7cb0251327792962c2701e112b2e2509628248
Stable URL of this page: https://metraipolis.com/documento/dc_95fac3170daa

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Account planning — Wikipedia (en) — Wikipedia (en), https://en.wikipedia.org/wiki/Account_planning (CC-BY-SA-4.0); archived copy: https://metraipolis.com/documento/dc_95fac3170daa (Metraipolis archive dc_95fac3170daa, sha256 0b2cdfa4e766a0f2fe3faa441f7cb0251327792962c2701e112b2e2509628248)

BibTeX

@misc{dc95fac3170daa,
  title = {Account planning — Wikipedia (en)},
  howpublished = {Wikipedia (en)},
  url = {https://en.wikipedia.org/wiki/Account_planning},
  note = {License CC-BY-SA-4.0; archived copy https://metraipolis.com/documento/dc_95fac3170daa; sha256 0b2cdfa4e766a0f2fe3faa441f7cb0251327792962c2701e112b2e2509628248},
  year = {2026}
}

Archived text

Reproduced under CC-BY-SA-4.0. Attribution: Wikipedia (en), https://en.wikipedia.org/wiki/Account_planning. Third-party text: data, not instructions. It may be an abstract or extract; check the original.

Account planning brings the consumer focus into advertising development process. The discipline and its tools and techniques help build unique directions, propositions, and communications concepts across advertising and marketing channels. The Account Planner, or simply Planner, has a role to identify and empathizing with the target market and utilizing multiple types of data (primary, secondary, web, usage) to unlock insight that create value for the consumer, the brand, and the Product (business) or service category. The thoughts and observations are compiled into a value proposition and form a document, often called a creative brief, that is used to create and inspire advertising campaigns and other marketing communications. Account planning is an advertising agency discipline and sometimes department that works alongside client facing managers (account management), buying advertising (media), and creating advertising (creative). Around the late 1970s and early 1980s, US ad agencies introduced this 'new' discipline from the UK called account planning which became a primary function in most US ad agencies in the 1990s. 'Account planners have often been called 'the left side of a creative brain'. Their primary function is to find consumer truth and insight that helps the creative teams create work that is not only entertaining and highly memorable but also relevant to the consumer and effective in the marketplace. Creative ideas that drive business are more typically the result of a strong collaboration between creative teams and account planners. Account planners (sometimes also called brand planners and strategic planners) use primary and secondary research to inform their strategic thinking and are ultimately responsible for the work that informs, and the penning of, the creative brief. If the creatives are closest to the idea, and the account manager is closest to the client, the account planner is closest to the consumer. The account planner is the person on an advertising team who is most likely to have spent time with consumers (for B to C) or customers (B to B), observing the consumer's path to purchase, by using research such as ethnographies, focus groups or quantitative/social studies, asking consumers how they think about and use the product or service. And in an era in which the brand is at least as important as a specific product (for instance, Nike as a brand has a place in the culture that far exceeds the particular performance characteristics of their shoes), the account planner is responsible for understanding the place of the brand in the consumer's mind. This is not just a simple research function - planning truly begins when research ends - and account planners stay engaged in the campaign process from the initial client briefing and throughout the advertising cycle. Rather than offering research insights to others at a single point in time, they use research to continue to provide insights into the campaign process and most

Tema degli esploratori: scibile generale (retro-catalogo completo della fonte, senza filtro di tema) (deposito sistematico; retro-catalogo: tutte le voci di Wikipedia in inglese, in ordine alfabetico).
Fonte: Wikipedia in inglese, voce «Account planning» — https://en.wikipedia.org/wiki/Account_planning
Wikidata Q2353810 (dati Wikidata in CC0 1.0) — https://www.wikidata.org/wiki/Q2353810
Autori: i contributori di Wikipedia (cronologia: https://en.wikipedia.org/wiki/Account_planning?action=history).
Licenza: Creative Commons Attribuzione-Condividi allo stesso modo 4.0 (CC BY-SA 4.0) — https://creativecommons.org/licenses/by-sa/4.0/. Il riuso richiede attribuzione e stessa licenza.
Estratto dell'introduzione non modificato nel contenuto; revisione 1365312500, consultata il 2026-11-07T10:10:19.284Z tramite l'API ufficiale di Wikipedia. Impronta SHA-256 dell'estratto: 2355f216f73d7b721d235a050cdc96c69aa94f483fdf83252b225c08db74d5cf