The future of Planning might not be Advertising
I’m starting to wonder if Account Planning’s role is really about advertising (or even communications) anymore.
Gareth Kay’s brilliant post (and presentation) on why Planning Needs Some Planning raised some very interesting thoughts on why brands need to have a social mission, not a commercial proposition and what I found most inspiring was:
Working within the framework of a regional, integrated agency the opportunities for long term involvement in a client’s high profile, above the line communications are a bit limited anyway. But increasingly I’m getting involved in exciting NPD at an early stage, working on positionings and target audience identification alongside the Research team, often long before the comms campaign gets considered.
Maybe the modern Planner’s role as Researcher, Cultural Guide and Insight Generator makes us well suited to add value at this early stage – ensuring that when a communications campaign is put into place, all the groundwork is there to ensure that it will resonate with the target audience.