Account Planning is a marketing discipline, developed by British advertising agencies in the 1970s as a way to include the consumerís point of view in the creation of business strategy. As the discipline evolved, it spread to design consultancies, direct marketing and PR agencies, and client marketing departments, across Europe and around the world. It is based in part on these tenets:
- New technology, product parity, and private label competition put pressure on brands to differentiate themselves. As markets become more competitive, brands have to become more sophisticated in both their promise and delivery.
- Brand symbolism is a special language for expressing the range of needs that products and services satisfy. Marketers must use inventive ways of eliciting consumer response if they are going to understand the richness of brands and how consumers relate to them.
- Attention and persuasion are under the consumerís control, not the advertiserís. The question now is not what advertising does to people, but rather what people do with advertising.