Why do you need an Account Planner/Strategist?

Almost every communications agency (and their clients) benefits from a disciplined system for devising communications/advertising/commercial strategy and enhancing its ability to produce outstanding creative solutions that will be effective in the marketplace. It is the planner’s job to guide or facilitate this process via the astute application of knowledge or consumer/market understanding.

Because planners are in a unique position in their jobs because they have an understanding of the audience through research expertise AND an understanding of how it will be applied within their own business thus they provide a crucial bridge.

At the core of this task, is the need to understand the consumer/customer (interchangeable) and the brand to unearth a key insight for the communication/solution (Relevance). As media channels have mushroomed and communication channels have multiplied, it has become increasingly important for communication to cut through the cynicism and connect with its audience (Distinctiveness). And as planners move into client companies, brand identity co’s, design co’s and the internet world, the planner can provide the edge needed to ensure the solution reaches out through the clutter to its intended audience.

Moreover, to continue the learning cycle, planners must also recognise the need to demonstrate how and why the communication has performed (Effectiveness).

Finally, to bring upstream thinking to the brand’s development. Brands must move forward, or they die!

Source: A Revised Millennium Definition of What is Account Planning? (and what do account planners do exactly?) by Merry Baskin