|
Product Description
The Practical Pocket Guide to Account Planning provides a straightforward, no nonsense approach to understanding what Account Planners do on a daily basis and how they do it. Filled with real world examples, amusing anecdotes, and useful techniques for getting to better insights, The Practical Pocket Guide provides a clear path for how Account Planners can collaborate with Creatives to produce great work that is insightful, engaging, and culturally infectious. In this engaging 2-hour read, you'll learn:- The difference between most Account Planning job descriptions and day-to-day realities
- Critical Planning skills, including: concept testing, copy testing, discussion guides, positioning, and the basics of good research
- Techniques for writing better briefs and ideas for how to lead more engaging briefings
- How to be an ally to Creatives so that together you can sell big, culturally infectious ideas to ClientsÂ
Whether you're a Client, a Creative, an Account Manager, or an aspiring Account Planner, this book will help you understand how Planners think and what great Planning can really do.
Customers Who Bought This Item Also Bought
- Readings in Account Planning
- How To Write An Inspired Creative Brief: 2nd edition
- Readings in Account Planning (The Copy Workshop) 2nd Edition
- Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads, 5th Edition
- Hitting the Sweet Spot: How Consumer Insights Can Inspire Better Marketing and Advertising
- Truth, Lies, and Advertising: The Art of Account Planning
- The Advertising Concept Book: Think Now, Design Later (Third)
- Advertising Account Planning
- Public Relations
- The Brand Gap: How to Bridge the Distance Between Business Strategy and Design
*If this is not the "The Practical Pocket Guide to Account Planning" product you were looking for, you can check the other results by clicking this link. Details were last updated on Nov 7, 2024 22:49 +08.