Account Planning 101 to 434
Don’t understand the value of your agency’s strategic planners, account planners or digital strategists? Truth, Lies and Advertising : The Art of Account Planning by Jon Steel can help.
In this punchy, case-filled book, Steel (sadly, not a member of the WPP family), lays out his proven formula: Original consumer insights help create more powerful ads for greater results. His chapter on creative briefs–what they’re for and how to write them–is magnificent. Everyone who works for an agency or with an agency should read this one chapter.