Super Strategist : The Art and Science of Modern Account Planning

"Super Strategist: The Art and Science of Modern Account Planning is the only modern guide to advertising’s arguably most vital discipline, that has been written with the passion of someone who’s found their calling and the wisdom of an industry veteran who is still actively leading strategy in a large, modern, full-service agency. Super Strategist is full of practical advice for newcomers and usable strategies and insights for experienced planners, or anyone with an interest in the discipline. Readers will find clear outlines of the role of account planners within an agency, including step-by-step plans to achieve success with clients large and small: how to conduct modern consumer research, develop and implement the creative brief, use data skillfully to protect and improve great work, and use all of these tools and more to influence the feather in the planner’s cap--the customer journey. Whether it’s called account planning, brand planning, strategic planning, or creative strategy, the goal is the same: to inspire brilliant work that is backed by rigor and data. Creative is still king, but in today’s fractured markets clients need to know their multi-million-dollar campaigns are supported by up-to-the-minute research and data-driven insights. Account planners ensure, as Douglas Atkins puts it in the foreword, that the work is idea-led, but consumer-informed. To find that perfect balance of art and science, the successful account planner is “X-shaped”: experienced in digital, social, communications and brand strategy, comfortable in creative and quantitative disciplines--a Super Strategist who is the fulcrum of any successful agency. "-- Provided by publisher Ce guide indispensable du planning, rédigé par une spécialiste chevronnée, s'adresse tant aux novices dans ce domaine qu'à ceux qui souhaitent le maîtriser totalement. Proposant des conseils pratiques et de nombreux exemples concrets, l'auteur aborde des thèmes tels que l'image de marque, les études consommateurs, ou encore l'élaboration du brief créatif et du parcours client. Bielby a fait partie des planneurs stratégiques britanniques qui ont introduit la discipline aux États-Unis à la fin des années 1990