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Account Planning.
This is the agency discipline responsible for understanding the brand's core target audience and ensuring their needs and motivations are reflected in the communications.
As a result, the Account Planner must pro-actively dig for insights and explore hypotheses in the process of developing a tightly-focused communications strategy, including framing and executing qualitative and quantitative research.
Deliverables:
Powerful strategic thinking, depth and breadth of experience across myriad market categories, large value-added research toolbox, account team energizing and a midwife for newborn creative ideas.
Who would benefit?
Advertising, Interactive and PR agencies.
Companies who have used this service:
Ketchum, Winkler, Occam Insight, Scheyer/SF, Committee of 200, Partnership for a Drug-Free America, Parmalat, Loseley Yoghourts, Canadian Cheddar Cheese, Ammo Marketing, Mount Gay Rum, Prosper.com, Wessling Group
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