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 working as an Account Planner in three different regional integrated […]
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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 different message, or with a quarter of the original budget. How can you build anticipating that […]
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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… 8.40 Arrive at work.  Go to kitchen.  Coffee pot is empty.  Decide […]
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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 limited research budgets and risk averse clients it can be very tempting to use […]
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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 looking a bit bleak. I’ve already written about how as Planners […]
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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 to have a social mission, not a commercial proposition and what I found most inspiring was: Working within […]
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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 ‘no freelancers’ rules in a bid to keep costs […]
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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 navigate our way round: any data more than a week old is now […]
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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 spirit of kindly advice that they were meant! […]
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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 Series.  Do I really need it?  No.  Was I probably always destined to own it?  Yes.  Just after […]
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