Archive for / 'Vad är en planner?'

The Mad Cow disease of the creative industry

We are eating our own ideas turning our own industry into creative drain draft that might put us all out of business. The advertising business has a true problem on delivering creativity. We just should be out of business soon. Which we just might be. I have in my career been in meetings pitching ideas, using others peoples ideas , or even ads, to make my sale. This is my confession which I know I share with others. But it has to stop.

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What an account planner does?

I still get this question a lot and I guess its hard to grasp however you explain it. Not that we are rocket scoentist, it just tends to be abstract. Here is ashort attempt to describe my planning contribution into a typical process. 1. I challenge and revise business problems, briefs or coming challenges by putting them into a more meaningful context seen from a market or target group perspective. This includes setting a clear objective.

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10K som bas för erbjudandeutveckling
– eller account planning på svenska

Mycket har hänt sedan Stephen King på J Walter Thompson och Stanley Pollitt på BMP på var sitt håll etablerade principerna bakom account planning i London på sent 60-tal, eller bara planning som det idag oftast kallas för. Men principen att utgå från djupare insikter om konsumenternas attityder och beteenden till din produkt/kategori gäller fortfarande […]

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