When people think of planners, they think the following... In an ideal advertising world we would like to be seen like this.... Well, maybe not literally... Today's posting is meant to make you think about planning, the planning department at your agency, and you as a planner. Let me start by asking some rhetorical questions... what is account planning to you? who is in your account planning department? do they come from different backgrounds? how is account planning seen at your agency? if you've worked in general market agencies, how is Hispanic account planning different (0r vice versa )? The idea of the questions is not to criticize where you work, but to challenge and make you think what you do. The following is an excerpt from Truth, Lies and Advertising, which I'm NOT saying that is the way planning should be, but if you read between the lines you can see what Steel refers to. Account planning( ers ) are more than briefs, briefing, POV's and research... Excerp...
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