The future of account planning

This is my rather succinct response to a Quora question on the future of the discipline I specialize in.

The headline of my argument is that the future of account planning is a debate, not on inputs, but on outputs.

The inputs of account planning (consumer insight, brand strategy, brand expression, etc.) remain valid. These will, presumably, continue to do so in the future, at least till there are multiple products targeting varied consumers.

However, drastic re-orientation is needed in the outputs. The future of account planning lies in expressing its outputs, not in mass media advertising, but through various interlinked and connected channels that the audience consumes.

And, in simplest terms, this needs what I term as a ‘media-agnostic’ account planner – someone who is a master of brand strategy AND proficient in multiple media channels that connect with the consumer.

Various people have articulated variations of this theme. But none as succinctly and simply as Jim Taylor who has written the brilliant book on the subject ‘Space Race – The future of communication planning'.

The agnosticism of account planning - Remember, you first read this term here !