January 26, 2007
Really, What is Planning?
Over on Adliterate, there was quite a bit of talk about what account planners do. Faris Yakob did a little extracurricular research and came back with some interesting tid bids of information and a couple extra resources to help you pin point just what exactly it is planners do.
For example, were you aware that the origin of the term account planner is a fusion of account person and media planner because Stephen King’s new department was supposed to be a hybrid between these disciplines?
Faris then points us toward a great document by Henrik Habberstad, a planner at Dinamo in Oslo, entitled, The Anatomy of Account Planning - The Creativity behind Creativity.
It’s a rather excellent analysis of the craft, covering its history, practice and some thoughts about the future, with input from some of the best brains in the business.
He was also kind enough to track down Henrik and get permission to republish the paper on his blog. (Follow the link to download the PDF)
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