This book describes the discipline of account planning, which combines 4 traditionally discrete areas of advertising and marketing that Steel defines as "part researcher, part account person, part creative, and surrogate consumer." What this really combines is (1) knowledge of the client's business (traditionally handled by the client itself and the Account Executive), (2) the ad agency's creative skills (traditionally handled by the agency Creative Department -- the Copywriter and the Art Director), and (3) research into what the consumer wants--at every stage of the development of an advertising campaign (traditionally handled by the agency's Research Department). Account Planning seeks to integrate these disciplines in order to produce better, more effective ads that will ultimately appeal more to the consumer and sell more of the client's product.
· No Room for the Mouse: The Failure to Involve Consumers in Advertising Communication.
· Silent Partners: Account Planning and the New Consumer Alliance.
· The Blind Leading the Bland: Advertising Follows Research...in the Wrong Direction.
· Peeling the Onion: Uncovering the Truth and Stimulating Creative Ideas through Research.
· The Fisherman's Guide: The Importance of Creative Briefing.
· Ten Housewives in Des Moines: The Perils of Researching Rough Creative Ideas.
· Serendipity: "Got Milk?" Acknowledgments.
· About the Author.
In Advertising Agencies: Account Planners, Account Executives, Account Managers, Researchers, In Client Companies: Marketing Managers, Brand Managers, Product Managers.
Jon Steel is Director of Account Planning and Vice Chairman at Goodby, Silverstein & Partners, an advertising agency whose clients include American Isuzu Motors, Anheuser-Busch, the California Milk Processors ("got milk?"), Hewlett-Packard, Nike, Polaroid, and Porsche. Jon began his career in advertising as a 21-year-old account planner with the English agency Boase Massimi Pollitt. By the age of 26, he was appointed to BMP's board of directors. In 1989 he left the United Kingdom to become the first Director of Account Planning at Goodby, Silverstein & Partners in San Francisco. He has been profiled by Adweek as "West Coast Executive of the Year," by Advertising Age as an "Agency Innovator," and by San Francisco Focus as one of the 100 smartest people in the Bay Area. In 1995, Jon Steel was inducted into the American Advertising Federation's Hall of Achievement for executives under 40.