Account Planning. The evolution of the discipline in Australia

Roderick McCulloch, Ken Butcher

Research output: Book chapter/Published conference paperConference paper

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Abstract

In the UK and the US account planning has come to be recognised as a major force in contemporary marketing communications. . In the US it has been boldly described as 'the biggest thing to hit America since Doyle Dane Bernbach's Volkswagen campaign'. Jay Chiat of Chiat/Day is quoted as describing account planning as the 'best new business tool ever invented'.In Australia, account planning has established itself in many agencies as an integral component in the development of effective communication. But is it truly a 'new' business tool, or is it in fact a strategy that has been staring us in the face since the advent of time? Communication, not just from the marketer's stand- point, but from the consumer's point of view.This paper explores the role of account planning in the Australian advertising industry, the origins of the discipline and where we are today. Through the eyes, ears and mouths of a number of this country's leading account planners by way of a series of in-depth interviews, the paper investigates how account planning has developed to this point in Australia. Research issues are identified for further investigation.
Original languageEnglish
Title of host publicationANZCA 2003, Designing Communication for Diversity, Australian and New Zealand Communication Association
Place of PublicationBrisbane
PublisherANZCA
Pages1-12
Number of pages12
ISBN (Electronic)0646422138
Publication statusPublished - 2003
EventAustralian and New Zealand Communication Association - Brisbane, Australia
Duration: 09 Jul 200311 Jul 2003

Conference

ConferenceAustralian and New Zealand Communication Association
CountryAustralia
Period09/07/0311/07/03

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