“Planning  was only ever designed to answer one question.  Why the F*** should they?” ... Tony Stead

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Account planning brings the focus on the consumer into the process of developing advertising, an advertising agency discipline and sometimes department that works alongside client facing managers (account management), buying advertising (media), and creating advertising (creative).
 

Account planning makes it easier to sell a campaign to a client because the agency can explain quite specifically why the advertising should be done a particular way.  

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THE COURSE WILL COVER

* The benefit of Account Planning, Planner Job role in depth
* Understanding Communication objective and the role of the communication idea
* Qualitative Research and Quantitative Research, 

* Building a Narrative of Statistics, Insights and Evidence

* Effective Activation:

   - Driving Effective Integrated Activation

   - Measuring Effectiveness