The Practical Pocket Guide to Account Planning - Softcover

Kocek, Chris

Softcover

ISBN 10: 0989284905 ISBN 13: 9780989284905

Publisher: Yellow Bird Press, 2013

Synopsis

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 book 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 do.

About this title

About the Author

Chris Kocek is the Founder & CEO of Gallant Branding, a strategy and design studio dedicated to building brands for a better world. Prior to starting Gallant, Chris worked as a Strategic Planner at advertising agencies in NYC and Austin, developing nationally recognized campaigns for a number of Fortune 500 brands and highly respected nonprofits, including AARP, Lowe's Home Improvement, Hyatt Hotels, Ace Hardware, John Deere, and The Christopher and Dana Reeve Foundation. In addition to guest lecturing at the University of Texas, Chris is a public speaker whose talks on creativity and innovation have been featured at strategic symposiums around the country as well as TEDx.

From the Back Cover

"If you want to be a killer Planner, this is the book to read. If you want to be a killer Creative, make sure your Planner reads this book."
- ISRAEL GARBER, EXECUTIVE CREATIVE DIRECTOR, HAVAS WORLDWIDE NEW YORK

"A wonderful tool for anyone looking into advertising as a career. Whether Client side or Agency side, Media, Account Management or Planning, this guide helps the reader to understand the basics of driving to good strategy. Practical AND enjoyable to read!"
- NANCY HILL, PRESIDENT & CEO, AMERICAN ASSOCIATION OF ADVERTISING AGENCIES

"In an industry known for Mad Men comes a voice of sanity, experience, and reason. Every agency needs this book."
- DAN COHEN, SVP/CREATIVE DIRECTOR, PUBLICIS NEW YORK

"A must read...delivers an in-depth view of a profession that requires one part genius and two parts pragmatism. I wish this was around when I was thrown my first creative brief to write."
- JUSTIN GRAHAM, CHIEF STRATEGY OFFICER, DROGA5 AUSTRALIA

"If you want to be taken seriously as a Planner and you don't have a Brit accent, read this book."
- CHRISTOPHER COLE, SVP/CREATIVE DIRECTOR, LEO BURNETT CHICAGO

Edition details

• Publisher: Yellow Bird Press
• Publication date: 2013
• Language: English
• ISBN 10: 0989284905
• ISBN 13: 9780989284905
• Binding: Paperback
• Edition number: 4
• Number of pages: 158