Account Planning

Account planning is a strategic process used primarily in advertising and marketing. It involves understanding a brand, its target audience, and the market environment to develop effective communication strategies. Account planners gather insights through research, analyze consumer behavior, and collaborate with creative teams to ensure that advertising resonates with the intended audience. Their goal is to create messages that connect emotionally and drive engagement, ultimately enhancing brand loyalty and achieving business objectives. In essence, account planning bridges the gap between what a brand offers and what consumers need or want.