Yeap, that’s me after 3 weeks of work. 🙂
I started work as an account planner and boy has it been a wild ride. For those who are unfamiliar with advertising jobs, an account planner is *cue wikipedia* “”Account Planning is the discipline that brings the consumer into the process of developing advertising. To be truly effective, advertising must be both distinctive and relevant, and planning helps on both counts.” Okie that really means I plan the strategy for each advertising campaign based on the research and data conducted on the brand, consumer, competitors and market place.
Okie still confused? Let’s see, when a company comes to my agency to ask for an advertising campaign, the account director and account planner (me!) will meet with the company to decide on what they want, what they need and what they really can do with the ridiculously tiny budget they dare propose. With that, the account planner (me! me!) goes back to his little cubicle, stares into space and then magically comes up with tons fo relevant and insightful data to craft a strategy for the advertising campaign. After that, mr. account planner makes sure that everybody in the agency and the client stays committed to this strategy to achieve optimal results.
Okie I simplify, that’s really a 5 year old explanation of my job, there’s alot more to it, namely office politics, bitching, hand holding (usually those of clients) and blindness after staring at spreadsheets and focus group transcripts for too long.
I’m essentially a business analyst, account manager, strategist, nanny, cheer leader all rolled into one. I work with alot of people and make sure that they believe in what I do and stay committed to my vision. So that’s alot of work, after a long day at the office, I turn into this guy:
One thing I’m surprised at is how small the advertising scene in Boston is. If i’m not wrong, the only big size agency here is BBDO. There’s Arnold here as well but Arnold is more of a mid size agency. All the other big agencies are in New York… not much of a community here it seems. I would love to meet other account planners here in Boston, maybe a Thursday dinner to discuss ideas and strategies (don’t you just love how that word makes everything sound more “strategic”?) Okie fine i really just want to complain about work with other planners but hell, there’s no better reason to drink that that.
So Boston planners! What do you say? Ready for a Boston planning charter?
Hit me up!