Account planning: whose role is it anyway?

Keith Crosier, Charlotte Gilmore, Ian C. Grant

Research output: Contribution to journalArticle

7 Citations (Scopus)

Abstract

The account planning discipline practised in advertising agencies is a central element of a formal system for planning advertising campaigns on behalf of clients. Precise definitions are hard to find, but it is an intellectual process, to exercise quality control. The present study builds on another by the same researchers, which analysed the principles and practice of account planning from the advertising agency perspective. Its objectives were to: determine its role in the development of clients' advertising campaigns; examine the working relationships involved; assess clients' expectations and satisfactions; and evaluate its impact on current and future marketing planning. It was found that propensity to take advantage of agency account planning expertise ranged along a spectrum from high to low. High-propensity clients exhibited a natural predisposition to co-operation and collaboration, sought the agency's planning input from the start, and believed in direct involvement with both planners and creatives. Low-propensity clients regarded control as paramount, and therefore preferred co-ordination to collaboration.
LanguageEnglish
Pages462-472
Number of pages10
JournalMarketing Intelligence and Planning
Volume21
Issue number7
DOIs
Publication statusPublished - 2003

Fingerprint

Planning
Propensity
Advertising agencies
Advertising campaign
Expertise
Quality control
Marketing planning
Exercise

Keywords

  • account planning
  • advertising agencies
  • strategic management
  • advertising campaigns
  • marketing planning

Cite this

Crosier, Keith ; Gilmore, Charlotte ; Grant, Ian C. / Account planning: whose role is it anyway?. In: Marketing Intelligence and Planning. 2003 ; Vol. 21, No. 7. pp. 462-472.
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Account planning: whose role is it anyway? / Crosier, Keith; Gilmore, Charlotte; Grant, Ian C.

In: Marketing Intelligence and Planning, Vol. 21, No. 7, 2003, p. 462-472.

Research output: Contribution to journalArticle

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