Managing The Commercial Communications Process (Week 5)
For week 5 of MCCP, Vic introduced us to Account Planning, what it does and how it relates to the client/agency relationship. Within the past 40 years, account planning has developed into a key job function that exists not only in advertising agencies, but in client marketing departments, direct marketing agencies, design consultancies, PR firms, media independents and more.
"In 1964, Stephen King, dissatisfied with the workings of both the media and marketing departments within his agency, developed a new system of working (the T-Plan or Target Plan) which concentrated on combining consumer research and insights to create more effective, creative advertising".
"In 1968, Stanley Pollitt was concerned at the enormity of discretion given to account management in the writing of the creative brief, and felt that they were using data either incompetently or expediently. He wanted a research person at the elbow of the account man. For Stanley, the voice of the consumer was of paramount importance, and using consumer research to clarify the issues and enrich the advertising development process was an essential component".
Both Stanley and Stephen shared a desire to reorganise the media planning, market research and marketing departments. Stephen initially by a process, and Stanley via a person. Both were led towards the creation of a new department and a new discipline; Account Planning & Management.
"Most problems benefit from being tackled systematically. Almost every communications agency (and their clients) benefit from a disciplined system for devising communications/advertising/commercial strategy. Any systematic approach to planning advertising has to do more than simply provide controls and disciplines. It must actively stimulate imagination and creativity too (Stephen King, JWT Planning Guide, 1974)".
"The account planning process helps to enhance an agency's ability to produce outstanding creative solutions for our brands that will be effective in the marketplace. It is the planner's job to guide or facilitate this process via the astute application of knowledge, otherwise known as consumer and market understanding. Planners are in a unique position because they (should) have a detailed understanding of the audience and the market context through research expertise AND an appreciation of how this can be applied to their client's business. Planners must provide the crucial bridge between the two worlds in order to get customers to engage profitably with the brand".
"So, at the core of the account planner's task, is the need to understand the consumer (and how they perceive the brand and the market), in order to unearth a key insight for the communication solution (relevance). As non traditional media has mushroomed and new media communication channels have multiplied, it has become increasingly important for communication to cut through the clutter and the cynicism and connect with its audience (distinctiveness). As a result, planners also need to prove its worthiness, in order to demonstrate how and why the communication has performed (effectiveness)".
"In a nutshell, the planner ensures that an understanding of consumer attitudes and reactions is bought to bear at every stage of advertising development. This means that the planner is a fully integrated member of the account team working on a continuously involved basis; bringing a consumer perspective to strategy development, creative development, pre-testing of ads and tracking the brand's progress".
"Today, most agencies have account planners. It would be fair to say that the way planning works varies from agency to agency, and even within an agency, from planner to planner. So much depends on the particular environment and the skills of the individuals concerned. It has become interesting to trace the changes that have taken place in the marketing and advertising environment which have boosted the considerable growth of account planning within agency/client environments";
"Overall, producing ad campaigns and marketing strategies requires team effort between the account planner/manager and the agency. There is a substantial area of overlap where the two, working together, can create something where the whole is greater than the sum of the parts. Leadership and co-ordination are the primary skills for account management They still orchestrate the whole advertising development process, and have ultimate responsibility for the strategy and creative brief".
"Creative people want a simple, single-minded directional brief, not a bland statement. The best planners are pithy. Most good creative teams want to know the consumer beyond a mere demographic definition. They want to know about the kind of attitudes held - to the product category, to the brand, to advertising in
this market. They want to know what the consumer wants, rather than what the client wants. The good planner brings this sharply into focus - like an expressive photograph".
Source (no copyright infringements intended):
https://my.bucks.ac.uk/bbcswebdav/pid-231548-dt-content-rid-304107_1/courses/MG510-12SB/WhatIsAccPlan1986%5B1%5D.pdf
https://my.bucks.ac.uk/bbcswebdav/pid-231552-dt-content-rid-304110_1/courses/MG510-12SB/WhatIsAccountPlanning_Nov2007revised%5B1%5D.pdf
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