Account planners help to ensure that the research processhas reaped the proper information for the creatives. The importance of account planning—namely the gathering of research and the formulation of strategy for the creative team—cannot be understated. The Account Planning Group (APG) is an organization that brings together 700 account planners and communications strategists. Browse through the documents held on the APG Web site (www.apg.org.uk) and answer t he questions that follow.
a. Who is the intended audience of the site?
b. What is account planning? Why is it important?
c. What is the primary document that the account planning function generates? What are the main elements in the document?
d. Choose an essay or article on any of the APG sites and discuss at length, explaining the relevance of the topic to account planning and the advertising business.