The Practical Pocket Guide to Account Planning - Softcover

Kocek, Chris

Softcover

ISBN 10: 0989284905 ISBN 13: 9780989284905

Publisher: Yellow Bird Press, 2013

Synopsis

The Practical Pocket Guide to Account Planning provides a straightforward, no nonsense approach to understanding what account planners do on a daily basis and how they do it. Filled with real world examples, amusing anecdotes, and useful techniques for getting to better insights, the book provides a clear path for how account planners can collaborate with creatives to produce great work that is insightful, engaging, and culturally infectious.

In this engaging 2-hour read, you'll learn:

• The difference between most account planning job descriptions and day-to-day realities
• Critical planning skills, including: concept testing, copy testing, discussion guides, positioning, and the basics of good research
• Techniques for writing better briefs and ideas for how to lead more engaging briefings
• How to be an ally to creatives so that together you can sell big, culturally infectious ideas to clients

Whether you're a client, a creative, an account manager, or an aspiring account planner, this book will help you understand how planners think and what great planning can do.

Edition details

• Publisher: Yellow Bird Press
• Publication date: 2013
• Language: English
• ISBN 10: 0989284905
• ISBN 13: 9780989284905
• Binding: Paperback
• Number of pages: 158