Lecture Logic: Account Planning Part 2

By Erica Wenham, Monday 29 October 2012.

Managing The Commercial Communications Process (Week 6)

 For week 6 of MCCP, Vic continued with Account Planning, what roles account planners and managers take on and particular skills required for success in this job function and more. As this week's lecture was on continuation from last week, please view the introduction to Account Planning from last week's lecture here.

A typical account planning cycle consists of:

  • Studying the brief from the client and analysing existing data, which might consist of: published market reports, distribution data like Nielsen, usage and attitude surveys, awareness tracking studies, advertising research etc.
  • Commissioning more research if necessary in order to define the strategy. There might be several strategic options open for development which concept research can help to finalise.
  • Briefing the creative team for the task, having had the client's input and agreed the strategic course for the brand.
  • Commissioning/doing diagnostic research on initial creative ideas, to determine what effect the advertising is having on attitudes to the brand, and how individual elements are working.
  • Discussing implications with the creative team in terms of how weak aspects in communication or desired effect can be dealt with.
  • Helping to rationalise the thinking behind the advertising so that the client will approve the work.
  • Supervising any pre-testing of the ads. to ensure that branding and message recall are at satisfactory levels.
  • Tracking the results of the advertising in sales, awareness and image so that modifications can be made to subsequent campaigns.
An extensive list taken from the referenced links at the end has been outlined in the table below. It reflects the various job functions and skill sets an account planner often needs to fulfill.


In conclusion, the best way to define the account planning job role is as follows;

(1) In an overall sense:
The planner will be concerned with the relevance of the advertising to the target audience, and its effectiveness in the market.
This is done by bringing a consumer perspective to the advertising in order that the brand and the consumer are drawn together.
  • Client says : "My Product".
  • Account Director says : "My Client".
  • Creative Director says : "My Ad".
  • Planner says : "My Consumer".

The planner implements as disciplined and systematic approach to the creation of ads.

(2) In the Strategy Development Stage:
The planner will collect and synthesise data to guide strategic development. This is done by
understanding attitudes and behaviour of people; and gaining insight into the consumer relationship with the brand and the advertising. Then the planner will define the positioning and relevant proposition that encapsulates the rational and emotional appeals of the brand.

(3) In the Creative Development Stage:
The planner will commission diagnostic research on rough ads to check whether the advertising is achieving the desired responses. Feedback will be gained on how the ad is working and what effect it is having. Ad responses will be interpreted with sensitivity in order to stimulate the creative process further.

(4) In the Approval Stage:
Bold or original work, which goes against conventions, sometimes has a rough ride. Objective justification can help to win the case. The planner will help to provide reassurance on how and why the particular piece of advertising will work for the brand.

(5) In the Post-Campaign Stage:
The planner will commission and use research to track the progress of the brand. Questions that need to be answered are:
  • Is the strategy working?
  • Are the objectives being met?
  • Do the ads need developing?
  • How should they be developed?


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