What is account planning and why does it matter?

Account planning brings the consumer into the process of developing advertising. Planning is a job function relating to the application of strategy and planning techniques to direct brands unique direction across communications across advertising and marketing channels. The Account Planner, or simply Planner, has a role to identify and empathize with the target market and unlock insight that creates value between the consumer, the brand and the category of Product (business) or service. The thoughts and observations are construed into a value proposition and make up a document called a Creative Brief that is used to create and inspire advertising campaigns and other marketing communications.

It matters because -

• To protect and grow revenue , goodwill and customer loyalty in your account.
• To coordinate internally among your sales team and able to analyse for improvement.
• To communication progress and transparency to your internal senior management and request resources. 

• To protect and grow revenue and customer loyalty in your account.
• To coordinate internally among your sales team.
• To communication progress to your internal senior management and request resources. 

Account planning is very important in planning for all calculations and equations