Account planning has been described as the ‘thinking before the doing’, and the ‘discipline that brings the consumer into the process of devloping advertising’. However, a number of myths abound as to what exactly account planning is all about.

Ben over at Noisy Decent Graphics pointed us towards this wikipedia entry which highlights a few of the common misconceptions:

Taken from an article by George Creel which appeared in Advertising Age on September 16, 1991.

1) Account planning is the solution to the advertising industry’s malaise. (While acount planning can strengthen an agency’s creative product, no one discipline can solve all of the problems of an agency.)

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