Tuesday, December 19, 2006


Things have been overwhelming lately...but in a good way. Lots of work happening and some interesting developments. I just finished a course at FSU called Account Planning, taught by Felipe Korzenny (who is so interesting and a pioneer in Hispanic marketing in the US). He forced us to engage other account planners and to actually perform some of the duties of an account planner (on a small scale). It's the first class in my program that I've actually enjoyed and that has really influenced me.

The big development, however, is my job. I'm in the process of re-writing my job description and kind of morphing my position into the dream job. It's really exciting. I'm going to attempt to create a media planner/account planner position at my agency. I can't really see having one without the other. To me, studying how people consume media is so incredibly important to the advertising industry right now. The media world is so...fickle. Well, maybe that's not the right word. Anyway, the creative may be on target but if no one sees it, then what's the point?

I'm hoping this change won't be too painful. I think I read that Bill Bernbach once said that good agencies already do account planning, it's just not an official position.

Any advice is welcome...


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