One of my mentors, Greg Joumas moderated the Account Planning seminar hosted by the San Diego Ad Club. Key takeaways:
- The account goal should always be to create value to the brand, product and audience.
- Planning has evolved from getting a person to buy something to pursuing value to a persons live and creating brand advocates
- You have to be a good story teller
- The planners project path is information, inspiration, creative and evaluation
I wasn’t a big fan of buzz words network, curate, cultivate that came later in the presentation!