We go to great lengths to get to know consumers of our clients’ products or services. We develop messaging that connects with the target audience on an emotional level. Then we try to uncover the best media to reach them. It is an approach better known as Account Planning, a fundamental part of our process that involves active client participation and collaboration.

Collaborating closely with our clients is a very important part of our methodology. We know that the synergy between our marketing expertise and our clients’ in-depth knowledge of their product, service, category, and industry creates the best environment for developing successful marketing strategies.

Account Planning
Often in the marketing strategy development process, every viewpoint is represented except, perhaps, that of the most important constituent – the customer. In a nutshell, what Account Planning tries to do is represent the consumer and provide insights into his/her behavior to determine a brand’s Uniquely Ownable Proposition. It involves listening to the consumer’s voice and integrating it into both the strategic as well as the creative components of marketing and advertising.

“A planner representing consumer opinions in the absence of an insightful client and talented creative people is unlikely to make any advertising any better.”

― Jon Steel, Truth, Lies, and Advertising: The Art of Account Planning

Our Account Planning Process
The following stages allow us to generate the most significant results from our account planning efforts.


Data Gathering
We review existing data, including demographic/psychographic information, as well as competitive data, in our account planning process. Using different sources of information (surveys, studies, and primary and secondary data), we shape them into in-depth insights. At this stage, we also determine whether additional surveys, studies, etc. are needed.


Data Analysis
We use this information to evaluate and analyze strategies. For example, we attempt to:

  • Measure perceptions of and attitudes toward client product or service offering
  • Measure perceptions and attitudes toward client
  • Identify and understand factors (including specific functional and emotional attributes or benefits) that create and drive these perceptions and attitudes
  • Determine whether key drivers and barriers may be modified
  • Utilize the study to help identify effective strategies/tactics for attracting and satisfying the defined target audience
  • Understand their decision-making process
  • Identify other influences and current trends that affect attitudes

Strategy Development
We develop a strategy that ensures consumer perspectives are injected all along the creative development path – a strategy that converts intent into tactical action, e.g., what is the message, what is the most effective media to use to communicate the message.