Know-How Exchange : Advertising/PR

Hi Bhanu,

I don't know if you work in India but since I do (and I was indeed in advertising in Account Management, years back), I can give you a perspective on how it works in most Indian agencies as well as the MNC networks.

Strictly speaking an Account Planner is the "pulse of consumer or business" and takes a perspective without any prejudice or influence. His role, among others, is to monitor the brand health-both sales as well as communication, and present inputs on advertising campaigns (from briefing stage till final creatives). He is not involved in day to day running of client business-typical deadlines and deliveries as also the the Financial part. (That's what Account Management/Client Servicing person does). In that sense, from the external side of business while a Servicing person is often the voice of client, the Planner is the voice of consumer. On the internal side,a Planner brings in the consumer perspective to the creative generation process; a bouncing board for Creative team. Some of the best creatives have emerged when the Creative and Planning team have shared a great rapport. It's a critical role but is largely driven by the person in charge. It's a role that can easily slip into background if the Servicing team and the Creative team are more aggressive or passionate.

In larger agencies you'll find Planning as separate from Account Management. In smaller ones, often the Servicing person doubles up as the Planner. The only disadvantage here is that a Servicing person, usually under tremendous client pressures, may not be able to take or present an independent and impartial view. The client also feels easier nodding in agreement to a person they think is specializing in 'feeling' the brand because it has a certain aura rather than a face they see or hear almost everyday!

Hope this helps.