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Absolutely, I suggest that my strat team & account team collaborate on competitive. Typically have account cover business/go-to-market aspects, strat covers comms, messaging target, trends etc.... then I encourage them to work together to identify opportunities/ white space.... I began incorporating account into competitive analysis a few years ago, with a very simple reasoning behind it.... if your “running” an account, you need to understand the business & brand inside and out to truly be effective. There is no better way to get a quick study on the business you are running than being an active participant in competitive analysis
As a former account person we always owned and delivered competitive analysis comprising creative, messaging strategy, spend and placement. As things have become more integrated it’s imperative that the integrated team on any given business be an active participant in developing and delivering all competitive reporting.
I did. Honestly it was like pulling teeth to get them to do it (it was an industry with many competitors so each person would take one/two and I would be responsible for overseeing the whole thing after doing my own part to make sure the report was on point with overall trends etc). Their work usually so hastily done that I would have to redo their parts completely. A good, hardworking account team that gives a shit makes a difference in spades.
Yeah they do it, I review it
It’s critical we have a part, no matter the scale of the audit or analysis. Not because we’re so strategically-minded, but it ensures we know the brand, its competition (in category and out). We need to know what’s going on in the world. We even have our junior team send weekly alerts to account/strategy of things they pick up
I’m used to seeing my AEs help comb the landscape and send out weekly reports working jointly w junior strats