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What is the role of an advertising agency?

What is the key role of a planner in an advertising agency?

  • How do they accomplish this?

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    Agree with Lex.  Even in emerging markets like China, where 'rational' communication is still required, the changing media landscape and people becoming the media, makes both our and client's jobs more challenging than ever.  As we try to dig deep, understand, craft, and try to manipulate the consumer's mind and decisions, quite frankly, they are much smarter and often way ahead... It really takes a look at not just "consumer insights" but "societal (social community) insights", tapping into their emotional and social brain to really understand makes them tick, and not just rely on just product benefits, RTBs and research results that confirm them! Even when research proves that is how they think, it does not prove how they feel and that they will buy. The planner role's is to provide unbiased judgements, morph the consumer's mind, put the known answers aside, to understand the now, the what and try figure of the why, which is always changing.

Jenny Liu at Quora Visit the source

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The role of the planner is changing - you need to look into some of Stephen King's writings to get an early understanding of focus on managing research; this has been the core of the role, understanding the consumer and driving insight. But today planning is adding layers to its role - you need to understand how consumers interact with media (and therefore how the media work) and build messaging strategies around them. Look for information against channel or connection planning. When we start looking at social media and viral campaigns then propagation planning becomes the name of the game and again this is about understanding target groups and influencers and how and where they engage. Here you want to connect with @GriffinFarley or look for his decks on slideshare.

Lex Bradshaw-Zanger

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