Account planning – from genesis to revelation

Account planning – from genesis to revelation 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 out of dissatisfaction with advertising agencies' ability to meet the challenges they were facing in the early 1960s. It started out by combining elements of research and strategic planning to inform creative development and to provide the guidance and direction needed to use consumer insight to drive successful creative solutions. Since those early beginnings, a changing advertising environment has fuelled account planning's exodus as it has been adopted internationally and by marketing communications fields that extend beyond advertising. While the paper brings us to the current day, account planning continues to evolve. It is expected that the trend of adoption by a range of marketing communications specialist agencies will persist but that a new account planning "revelation" will be in the form of independent strategy consultancies and increased client activities. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Account planning – from genesis to revelation

Marketing Intelligence & Planning, Volume 21 (7): 9 – Dec 1, 2003

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Publisher
Emerald Publishing
Copyright
Copyright © 2003 MCB UP Ltd. All rights reserved.
ISSN
0263-4503
DOI
10.1108/02634500310504250
Publisher site
See Article on Publisher Site

Abstract

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 out of dissatisfaction with advertising agencies' ability to meet the challenges they were facing in the early 1960s. It started out by combining elements of research and strategic planning to inform creative development and to provide the guidance and direction needed to use consumer insight to drive successful creative solutions. Since those early beginnings, a changing advertising environment has fuelled account planning's exodus as it has been adopted internationally and by marketing communications fields that extend beyond advertising. While the paper brings us to the current day, account planning continues to evolve. It is expected that the trend of adoption by a range of marketing communications specialist agencies will persist but that a new account planning "revelation" will be in the form of independent strategy consultancies and increased client activities.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Dec 1, 2003

Keywords: Accounts; Marketing planning; Marketing management

References

  • Silent running: tacit, discursive and psychological aspects of management in a top UK advertising agency
    Hackley, C.

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