Account planning

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.