Account Planning. The evolution of the discipline in Australia

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.