What is Account Planning? Part One

Account Planning is hard to explain. Paul Feldwick acknowledges this difficulty in his introduction to "Pollitt on Planning":

"...and here we come to the more fundamental reason for republishing these articles - after 30 years, account planning is still capable of generating heated controversy. This is not just an argument about whether it is a 'good thing' or a 'bad thing' (and there are certainly those who are actively critical) but, as with so many revolutionary movements, controversy as to what 'account planning' really means."

According to the late great BMP planning guru Stanley Pollitt, these are the responsibilities of an account planner:

- an expert in research
- use and understand quantitative research, market data and qualitative research
- personally conduct some of the research to develop in-depth understanding of the target
- continuous involvement in the campaign; strategy, creative development and assessing campaign results
- shares equally weighted responsibility with an account manager and creative for creation of effective advertising

(from Pollitt on Planning, edited by Paul Feldwick, 2000)

To this I would add:

- rigorous analysis of all available data
- experienced and confident enough to discount data that seems untrustworthy
- some degree of identification with the target market
- passionate and persuasive personal style
- understand the advertising process
- understand the role of brands in the market
- ethical and sincere motives in an industry not noted for this
- the ability to write a clear, succinct creative brief that distills everything discovered

At the end of his APG presentation on evaluation methods, Feldwick said "everything works sometimes". This is also true for definitions of account planning. The controversy continues - and the revolution has a few more years to run.