What is is Account Planning? Advertising Club Calcutt Ca lcutta a 15th May 2010 Chandradeep (CD) Mitra PipalMajik
Account Planning Planning – Managing the 4Ms of Marketing Communicat Communications ions
Managing the 4Ms • The First M – M – the the Right Market • The Second M – M – the the Right Motivation • The Third M – M – the the Right Message • The Fourth M – M – the the Right Media
Managing the 4Ms • The First M – M – the the Right Market (WHO) • The Second M – M – the the Right Motivation (WHY) • The Third M – M – the the Right Message (WHAT) • The Fourth M – M – the the Right Media (WHERE & WHEN)
Account Planning solves the old advertising dilemma – Hard-Working or Creative? Hard-working and Creative!
“I do not accept that there has to be a choice between advertising that is strategically relevant or creatively original” Martin Boase
“At the heart of an effective creative philosophy is the belief that nothing is so powerful as an insight into human nature, what compulsions drive a man, what instincts dominate his actions, even though his language so often camouflages what really motivates him. For if you know these things about a man you can touch him at the core of his being.” Bill Bernbach
Role of Account Planning in Advertising?
„The creative man, the new type of planner and the account man, in essentially as a businessman with a flair for advertising, are all likely to have greater equality of status. And all of them are likely to be directly involved with the client. Because of their different mental processes and ways of tackling problems they are likely to work together more in a status of controlled friction than artificial harmony.‟ Stanley Pollitt, „How I started Account Planning in Agencies‟ (Campaign, 1979)
The drivers of Account Planning • Value-added utilization and interpretation of Consumer Research • Deeper understanding of Consumers • Understanding of how Advertising (Marketing Communications) actually works • Helping create more effective ads
"Account Planning brings the voice of the consumer to the creative, so that, in turn, the creative can talk to the consumer” lona Kligman
"The Account Planner speaks with the voice of a thousand consumers” Jane Newman
"An Account Planner will find a statistic, then, rather than simply deliver the data – interpret what the number means in the real world” A Feuer
Benefit 4: Account Planning leads to relevant advertising more often because Account Planning is the consumer's representative within an agency. They ensure that their agencies are in constant communication with consumers and not just their clients..
Benefit 5: Account planning makes it easier to sell a campaign to a client because the agency can explain quite specifically why the advertising should be done a particular way.
So let’s roll!