Where to next? Account planning at 40

Article Type: Abstracts From: Strategic Direction, Volume 24, Issue 11

Griffiths J. Admap, April 2008, Vol. 43 No. 493, Start page: 24, No of pages: 4

Purpose – To consider what account planning should look like in the new multi-media world of the Big Idea. Design/methodology/approach – Argues that it is time to disestablish advertising as the de facto starting point for planning thinking and practice. Findings – The twin polarities of the inventors, namely optimizing creative work using research groups and developing a clear and single-minded strategy, have ensured that planning has never settled down to a single way of working. Reports that planning has stayed predominantly in the agency world, working at the promotion end of the marketing Ps, but because planning is working in areas other than advertising, the way in which planners add value is changing and advertising planning has become more specialized. Argues that the thinking that has driven advertising planning needs to be adapted for other disciplines, because these work so differently from advertising, and allocates the business models from other disciplines to six headings: reputation, messaging, interaction, channels and networks, audiences and content. Originality/value – Contends that planning has made unique contributions to marketing, branding, market research and proving advertising effectiveness. ISSN: 0001-8295 Reference: 37AK037

Keywords: Advertising, Advertising agencies, Planning