The DNA of An Account Planner

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Ten Things that great Account Planners do well

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Listen Better

Listen to Clients, Servicing Guys, Creative Folks, Research Teams, Sociologists,

Anthropologists, Futurologists, most importantly, Consumers.

Listen carefully, search for nuances, hidden meanings, deep unexplored insights...

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Empathise with Consumers

Remove filters, biases, prejudices, preconceived notions, stereotypes, opinions,

generalizations & half-baked hypotheses. Start with an honest, open mind,

put yourself in the consumers’ shoes, think and feel like them…

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Learn to deal with Ambiguity

Don’t search for easy solutions, don’t settle for quick answers,

live a while with uncertainty,

grapple with ambiguity, probe deeper, look from multiple perspectives…

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Experiment

Try different approaches in unearthing insights, alternative tactics to observe consumers, multiple options for strategic solutions,

innovative ways of briefing creative teams, interesting support for creative development…

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Go beyond Words

Use pictures, videos, films, characters, cultural references, live experiences,

actual product demonstrations, simulated behaviour patterns to stimulate consumer responses,

communicate to creative teams, sell ideas to clients…

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Have a Point of View

Basis consumer understanding & insight, develop a clear Point of View, essential for

differentiated strategy and breakthrough creative. Be honest and brave in

being the Consumers’ Champion…

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Shun Mediocrity

The good is the enemy of the great. Playing safe is the most dangerous option!

Without a powerful untapped insight,

a differentiated strategy and a breakthrough creative based on these, the communication effort and money

will yield suboptimal results…

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Play a Team Game

Fruitful Collaboration is a Key Success Factor. Partnering Creative Teams,

Supporting Research experts, and sharing responsibility with Servicing Managers helps the process and enhances the output…

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Build Strong Working Relationships

To get the best research output, to inspire outstanding creative work, to obtain full support from Servicing and to gain Client’s total confidence, Planners need to build strong relationships based on

professional respect and personal trust…

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Make it Fun!

Great atmosphere stimulates great work. Enjoying the process and teamwork

creates a fertile ground for innovations and breakthroughs in strategy and creative. Ideas come faster and easier,

and cross-fertilize even more ideas…

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20 Hats that Account Planners wear

The Roles and Responsibilities of an Account Planner

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Four Kinds of Hats(Roles & Responsibilities)

• The ‘Know’ Hats• The ‘Think’ Hats• The ‘Do’ Hats• The ‘Other’ Hats

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The ‘Know’ Hats

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Market Research Expert

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Human Behaviour Expert

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Futurologist

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Information Centre

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Communications Expert

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The ‘Think’ Hats

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Voice of the Consumer

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Data Analyst & Interpreter

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Knowledge Applicator

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Insight Miner

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The Agency POV Custodian

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The ‘Do’ Hats

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Research Manager

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Qualitative Focus Group Moderator

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Creative Brief Writer

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Communications Planner

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Strategy Developer

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The ‘Other’ Hats

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Bad Cop

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NPD Consultant

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Thought Leader

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Idea Catalyst

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NBD Champion

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What planners aren’t supposed to do!

• Manage Projects & Relationships• Manage Businesses, Revenues, Profits• Write minutes of meetings• Buy gifts for the client’s wife• Raise & follow up on invoices• Collect overdues…

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Hats Off!

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Thank You

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