Super Strategist: The Art and Science of Modern Account Planning

Super Strategist is the only modern guide to advertising's most vital discipline, written with the passion of someone who has found their calling and the wisdom of an industry veteran. It provides practical advice for newcomers and usable strategies and insights for experienced planners, and outlines the role of account planners within an agency.

\n Format: Hardback
\n Length: 240 pages
\n Publication date: 20 May 2021
\n Publisher: Figure 1 Publishing
\n

Super Strategist: The Art and Science of Modern Account Planning is a comprehensive and authoritative guide to advertising's most crucial discipline, written with the passion of a true enthusiast and the wisdom of an experienced industry veteran. This invaluable resource is packed with practical advice for newcomers and valuable strategies and insights for seasoned planners, as well as anyone with a passion for the field.

Within the pages of Super Strategist, readers will discover clear outlines of the role of account planners within an agency, including step-by-step plans to achieve success with clients of all sizes. From conducting modern consumer research to developing and implementing the creative brief, leveraging data skillfully to protect and enhance great work, and utilizing various tools to influence the ultimate goal—the customer journey—readers will gain a deep understanding of the art and science of account planning.

Whether you refer to it as account planning, brand planning, strategic planning, or creative strategy, the objective remains the same: to inspire brilliant work that is backed by rigorous research and data-driven insights. While creativity remains paramount, in today's fragmented markets, clients demand reassurance that their multi-million-dollar campaigns are supported by up-to-the-minute research and data-driven insights. Account planners play a vital role in ensuring that the work is idea-led but consumer-informed, bridging the gap between art and science to create truly effective campaigns.

To excel as an account planner, one must possess a unique blend of skills and expertise. The successful account planner is akin to an "X-shaped" individual, with experience in digital, social, communications, and brand strategy. They should be comfortable in both creative and quantitative disciplines, able to navigate the complexities of modern advertising. This Super Strategist serves as the fulcrum of any successful agency, driving innovation, creativity, and business growth.

In conclusion, Super Strategist: The Art and Science of Modern Account Planning is a must-read for anyone seeking to excel in the field of advertising. With its comprehensive coverage, practical advice, and insightful perspectives, this book provides a roadmap to success for both newcomers and seasoned professionals. Whether you are looking to influence the customer journey, protect and enhance great work, or drive innovation, this book is your ultimate guide. So, embrace the art and science of account planning, and let Super Strategist be your compass on this exciting and dynamic journey.

\n Weight: 374g\n
Dimension: 163 x 235 x 22 (mm)\n
ISBN-13: 9781773271477\n \n