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Account planning brings the consumer into the process of developing advertising. Planning is a job function relating to the application of strategy and planning techniques to direct brands unique direction across communications across advertising and marketing channels. The Account Planner, or simply Planner, has a role to identify and empathise with the target market and unlock insight that creates value between the consumer, the brand and the category of Product_(business) or service. The thoughts and observations are construed into a value proposition and make up a document called a Creative Brief that is used to create to inspire advertising campaigns and other marketing communications. Account planning is an advertising agency departments and works alongside client facing managers (account management), buying advertising (media), and creating advertising (creative). Around the 1980s US ad agencies introduced a new discipline from the UK called account planning which became a primary function in most US ad agencies in the 90s. 'Account planners have often been called 'the left side of a creative brain'. Their primary function is to find consumer truth and insight that helps the creative teams to create work that is not only entertaining and highly memorable, but that is relevant to the consumer and effective in the marketplace. Creative ideas that drive business are more typically the result of a strong collaboration between creative teams and account planners. Account planners (sometimes also called brand planners and strategic planners) use primary and secondary research to inform their strategic thinking and are ultimately responsible for the work that informs, and the penning of, the creative brief. If the creatives are closest to the idea, and the account manager is closest to the client, the account planner is closest to the consumer. The account planner is the person on an advertising team who is most likely to have spent time with consumers (for B to C) or customers (B to B), observing the consumer's path to purchase, by using research such as ethnographies, focus groups or quantitative/social studies, asking consumers how they think about and use the product or service. And in an era in which the brand is at least as important as a specific product (for instance, Nike as a brand has a place in the culture that far exceeds the particular performance characteristics of their shoes), the account planner is responsible for understanding the place of the brand in the consumer's mind. This is not just a simple research function - planning truly begins when research ends - and account planners stay engaged in the campaign process from the initial client briefing and throughout the advertising cycle. Rather than offering research insights to others at a single point in time, they use research to continue to provide insights within the campaign process and most importantly these days, help to track advertising effectiveness. Whereas previously, account planners focused on the use of traditional primary research tools, digital/social networks have given them the ability to listen to and interact with consumers in new ways, and to work more closely with channel or media planners throughout the process closely also, to not only help plan effective advertising but also engage with consumers in the most effective ways. ==History== Account planning is a job title that exists in most London and UK advertising agencies. Account planning gained an initial foothold in the US in the early 80s but really only evolved to become an essential function is in most mid to large sized agencies in the early 90s. Beginning in 1965, Stanley Pollitt felt that account managers were using information incompetently or inexpediently because the researcher was not involved in the campaign process. Because of this, Pollitt suggested that a specially trained researcher should work with the account manager as an equal partner. After the opening of the Boase Massimi Pollitt (BMP) agency, in 1968, Pollitt introduced his idea, only slightly revised. Stephen King, believing that clients deserved a better way of doing things, proposed a process of advertising development that had a little less gut feeling and a little more scientific foundation. This process involved rigorous analysis of a brand and its position in the competitive market place. This process creates an advertising message from the marketing objectives and the client’s business objectives. In 1968, J. Walter Thompson (JWT) established a new department called “account planning,” coined by Tony Stead.〔(【引用サイトリンク】url=http://plannersphere.pbworks.com/w/page/17146391/Planning%20Hall%20Of%20Fame )〕 In Australia the inventor of the role in 1965 was David Brent, a senior researcher at Unilever who had served as a senior para-military police commander in a long, major counter-insurgency jungle war in Asia and in the national secret service followed by ad agency account service, creative writing and media management. These qualifications, skills and experiences led to the launch of the new role in a Sydney agency in 1966. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「account planning」の詳細全文を読む スポンサード リンク
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