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Super Strategist: The Art and Science of Modern Account Planning,Used
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Super Strategist: The Art and Science of Modern Account Planning is the only modern guide to advertisings arguably most vital discipline, that has been written with the passion of someone whos found their calling and the wisdom of an industry veteran who is still actively leading strategy in a large, modern, fullservice agency. Super Strategist is full of practical advice for newcomers and usable strategies and insights for experienced planners, or anyone with an interest in the discipline. Readers will find clear outlines of the role of account planners within an agency, including stepbystep plans to achieve success with clients large and small: how to conduct modern consumer research, develop and implement the creative brief, use data skillfully to protect and improve great work, and use all of these tools and more to influence the feather in the planners capthe customer journey. Whether its called account planning, brand planning, strategic planning, or creative strategy, the goal is the same: to inspire brilliant work that is backed by rigor and data. Creative is still king, but in todays fractured markets clients need to know their multimilliondollar campaigns are supported by uptotheminute research and datadriven insights. Account planners ensure, as Douglas Atkins puts it in the foreword, that the work is idealed, but consumerinformed. To find that perfect balance of art and science, the successful account planner is Xshaped: experienced in digital, social, communications and brand strategy, comfortable in creative and quantitative disciplinesa Super Strategist who is the fulcrum of any successful agency.
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