The Practical Pocket Guide to Account Planning

byChris Kocek

Kobo ebook | May 1, 2014

The Practical Pocket Guide to Account Planning by Chris Kocek
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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.
Title:The Practical Pocket Guide to Account PlanningFormat:Kobo ebookPublished:May 1, 2014Publisher:Yellow Bird PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0989284921

ISBN - 13:9780989284929

Appropriate for ages: All ages

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