Account Planners as “Digital Enablers”

Great article by Craig Walmsley, Director of Strategy at AKQA, which propoes a redefinition of the role of the account planner to that of a “digital enabler”.

His suggestions echo the beliefs of other forward-thinking marketers who recognize that in the age of interaction and participation, it makes sense to think of brand planning in terms of building a complete "user experience", instead of manufacturing a static message. Account planners can be the ones to lead the way, and Craig makes some excellent suggestions:

Planners need to re-think their discipline. An individual’s exposure to a brand is now more or less completely mediated by technology. It is insufficient to understand demographic or attitudinal information about a target audience. Who the individual is, what they want and are interested in, how they receive communications, and how they buy must all be viewed through the prism of the individual’s understanding and use of technology.

How tech-savvy are they? Do they use Google or MSN? Do they have a PVR? Do they listen to podcasts? Have they opted-in to email? Do they write or read blogs? How will they react to a new delivery format, product or service? Will they adopt it quickly? Will it appeal to several audiences? An understanding of the individual and their attitude now requires a sophisticated appreciation of current technical capabilities in the marketplace and audience engagement with, and understanding of, technology.

In addition to increasing their knowledge of technology and its impact on media, planners will have to be predictive in their application of this knowledge. Planners will have to lift their eyes above the concept of the traditional ad campaign within a set of static media. The discipline will necessarily become more consultative – delivering recommendations not just on what message a customer engagement should convey, but what means will most effectively meet the client’s business objectives, be it through communications, the creation of a new online service, the delivery of a new digital product, a new viral activity, engagement in a community, or whatever else is relevant.

Changing of The Agency Guard