Can any tell me more about Account Planning at a more senior level? Someone suggested I make the switch over.

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Posting as :
works at
You are currently posting as works at

How are you at the director level and not know this?

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^ same thought

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That's definitely a generalization. There are always assholes who don't respect people. But there are many many fruitful work relationships and many close personal friendships I've made with my partners in other disciplines (creative, account, clients, whatever).

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Should be all pretty transferable. Messaging, tone and content are all more tactical but naming is more upstream. The creative strategy process to get to one big idea might be an area to study and work on, but the rest are certainly used in planning as well.

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Have you read "Truth, Lies, and Advertising?" Very good book. I think it was at one time the seminal text on planning.

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I understand the judgment. I'll say I'm not at a traditional ad agency and I've only been agency side for a couple years. Most of my experience comes from client side.

Also - am looking for the thoughts about the switch, not a job description.

@OP switch from what current role and what skill set?

@VP1 Messaging strategy, tone of voice, content creation, naming

@VP1 thanks! Appreciate it. In my role I actually have to work very closely on the strategy as well so sounds like an easy transfer. I'm a little more worried about creative not respecting the Account planner role, just from what I've heard. Seems like it could be stepping into a world of frustration.

Thanks for your thoughts, appreciate it!

Thanks CW2 will check it out 🙂

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