...Adrian Zambardino; John Goodfellow This paper briefly outlines the origins and development of the account planning function within advertising agencies. The transformation of the marketing communications environment during the 1990s is discussed together with the evolution of marketing theory...

...Will Collin Account planning grew out of a combination of the complementary roles of consumer research and media planning. Over time it has moved away from the traditional advertising agencies to media independents that act as ever more influential advisors into their clients’ marketing...

...Keith Crosier; David Pickton Account planning as a discipline has been somewhat obscured from academic view. In practice, it has played a significant role in the development of the marketing communications (especially, advertising) industry although it has been adopted in varying forms...

... claim to be able to predict future trends by researching cool individuals has been both an inspiration and an irritant to the account planning community. This paper argues that coolhunting is, in fact, self‐defeating. The real challenge for brand owners is not to observe cool people, but to create new...

...Merry Baskin; David Pickton The purpose of this paper is to provide an overview of account planning by tracing its origins, development and role from its genesis to its current status. Account planning grew out of dissatisfaction with advertising agencies’ ability to meet the challenges they were...

...Rob Osler Account planning has established itself as a core competency of many top advertising agencies. The role of account planner is a result of advertising agencies’ recognition that effective advertising demands the influence of consumer insights, competitive intelligence, and trends analysis...

...Ian Grant; Charlotte Gilmore; Keith Crosier The account planning discipline practised in advertising agencies is a central element of a formal system for planning advertising campaigns on behalf of clients. Precise definitions are hard to find, but it is an intellectual process, to exercise quality...

...Chris Hackley In commercial applications the somewhat passive notion of marketing research is increasingly being superseded by the more active idea of consumer insight. In advertising this subtle change of emphasis is captured in the evolution of the account planning role and the associated...

...Ken Butcher; Rod McCulloch In Australia, advertising agencies have partially embraced the UK‐originated account planning philosophy. In an exploratory study, six senior account planning directors were interviewed to gain insights into account planning in Australia. It appears that the scale...