The Practical Pocket Guide to Account Planning

byChris Kocek

Kobo ebook | May 1, 2014

The Practical Pocket Guide to Account Planning by Chris Kocek

Prices and offers may vary in store

Available for download

Not available in stores


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

Look for similar items by category: