Really, What is Planning?
Over on Adliterate, there was quite a bit of talk about what account planners do. Faris Yakob did a little extracurricular research and came back with some interesting tid bids of information and a couple extra resources to help you pin point just what exactly it is planners do.
For example, were you aware that the origin of the term account planner is a fusion of account person and media planner because Stephen King’s new department was supposed to be a hybrid between these disciplines?
Faris then points us toward a great document by Henrik Habberstad, a planner at Dinamo in Oslo, entitled, The Anatomy of Account Planning – The Creativity behind Creativity.