The Practical Pocket Guide to Account Planning

by Chris Kocek, Lin Zagorski (Designer), Rebecca Pollock (Designer)

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

- The difference between most Account Planning job descriptions and day-to-day realities
- Critical Planning skills, 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 Clients 

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.

Genres: Nonfiction, Business, Reference

158 pages, Paperback

First published May 1, 2013

Reviews

[Krystal]

I love keeping books like this on hand. Sometimes going back to the very basics helps me find my distillation point when projects start to get wobbly, thrash-y and sprawl-y as they are wont to do.

[Max Burtsev · Rating 4 out of 5]

A pretty good starting material for all those who make their first steps in account planning

[Emily Ann Meagher · Rating 4 out of 5]

“The real value that you bring as a planner is in providing a unique point of view, which usually means finding sources of information that no one else is looking at.”

[Sandro · Rating 5 out of 5]

Enjoyable read, provides a quick overview of an account planner's job.

[Omar Assaf · Rating 4 out of 5]

Muito bom apanhado do que faz o planejamento. Bem pouco desatualizado. Para os mais experientes é um bom recap e para quem tá começando, uma ótima visão geral. Bem prático.

[paula garcia melo · Rating 5 out of 5]

Great book

It is really a book to keep in my pocket. It is updated and talks about the account planning/manager reality.
I deeply recommend it

[Molly. Yue · Rating 3 out of 5]

Fun to read