Tag Archives: Account Planning

How to do regional integrated Account Planning

Following on from Heather’s series of Get Your Digital Planner On posts, Amelia’s How to get your first job in Planning and Andrew’s How to be more creative, I thought I’d throw my hat into the ring too. Since I’ve spent the last eleven years [...]
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The twelve month marketing plan vs. real agency life

Over the last few years, I’ve worked on several campaigns where the objectives and/or the budgets shifted substantially between the insight and planning process and execution.  In some cases, we were communicating to a different audience, or with a [...]
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a day in the (reality checked) life

You know those ‘day in the life; and ’24 hours with’ pieces that turn up in trade mags and the business section of the newspaper?  They make working in AdLand sound very glamorous, but I’m afraid the life of this Planner is rather more mundane… [...]
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Is research helping us find the right answer – or just one that isn’t wrong?

With the economy making everyone increasingly risk averse, it seems to me that Jon Steel’s adage about clients using research not as a navigational tool but to protect themselves and their career from a fiery end is becoming increasingly apt. With [...]
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Are you saving them money?

We are officially in recession, the economy is nose diving and there’s no question that clients have got less money to spend.  Unless you happen to work in Digital (where every agency I know is still turning work away because they’re too busy), it’s [...]
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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 [...]
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Do Planners have recession proof skills?

A friend was asking me today if I’d ever thought about going freelance.  I said that unless forced to by redundancy I thought it would be a bit foolish to try and build up a freelance client base in a recession where agencies are increasingly instigating [...]
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bring on the psychologists

Noisy Decent Graphics is hosting a series of expert guest posts on how design agencies should deal with the recession. While I’m not pretending to have a similar solution for Planners, there are clearly some major challenges we are already having to [...]
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Wanna be a Planner? Straight talking advice for graduates.

image courtsey of spell with flickr I’ve be running into a lot of wannabe Planners recently and without wanting to sound too harsh, here are a few home truths you need to hear before you decide on Planning as a career path.  Please take them in the [...]
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Beemer brand love

I’ve been thinking a lot about Brand Love recently.  Not quite in a Lovemarks relationship/performance expectation way, but in a (perhaps more British?) understated, mostly unacknowledged way. Take my relationship with BMW.  I drive a little One [...]
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