The Practical Pocket Guide to Account Planning

  • Author: Lin Zagorski,Chris Kocek,Rebecca Pollock
  • ISBN-10: 0989284905
  • ISBN-13: 978-0989284905
  • Language: English
  • Paperback: 156 pages
  • Product Dimensions: 5.1 x 0.3 x 7.8 inches
  • Publisher: Yellow Bird Press 4/15/13 edition (May 15, 2013)
  • Shipping Weight: 3.2 ounces
  • $28.26
  • Save $2.43

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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 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.

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