How do your agencies define the account planning/strategy role? Do you all focus mostly on campaign messaging/brand strategy? Or does anyone here do a lot of media strategy as well? What’s more common?

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Depends if your agency has dedicated media/social dept

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It’s been different at literally every agency I’ve been at. Some they are super involved in media, some they really lead brand strategy as a whole. I don’t think any of the options are more common than the other it just depends on the type of agency, size, clients, etc.

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I do media strategy sometimes too, but not often.

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I don’t because it’s super tedious & technical, especially when people want extra granular stuff. I prefer sticking to the more creative side of strategy! Although, the creatives find it useful to have high level overview of which platforms the consumer is on.

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Mostly BRAND and COMMS strategy.
Rarely MEDIA, for creative agencies.

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They do, that’s why that’s not in my purview. I’m just trying to understand other peoples experiences, what’s more common, etc.

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