Lesley Bielby Bücher

This modern guide to account planning in advertising captures the passion of a dedicated professional and the insights of an industry veteran actively leading strategy in a full-service agency. It offers practical advice for newcomers and valuable strategies for experienced planners or anyone interested in the field. The book outlines the role of account planners, providing step-by-step plans for success with clients of all sizes. Readers will learn how to conduct contemporary consumer research, develop and implement effective creative briefs, and leverage data to enhance and protect exceptional work. The focus is on influencing the customer journey, regardless of whether the discipline is termed account planning, brand planning, or creative strategy. The ultimate goal is to inspire outstanding work grounded in rigorous data. In today's fragmented markets, clients demand assurance that their multi-million-dollar campaigns are supported by current research and insights. Account planners play a crucial role in ensuring that the work is both idea-led and consumer-informed. Successful planners, described as “X-shaped,” possess expertise across digital, social, communications, and brand strategy, blending creative and quantitative skills to become the essential fulcrum of any thriving agency.