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Account planning

Account planning uses research about the audience, product and category to inform advertising and message development. The planning discipline emerged in the 1960s in the UK. Today, planners (or ‘strategists’, as they are also now known) can be found in agencies of all disciplines all over the world. In recent years there has been a rise in planning specialisms to reflect the growing complexity of the media landscape – for example, communications, digital or social media strategy.

Key Reading

Important papers from across the WARC database

A best practice guide for writing an effective creative brief, which can form the foundation for the disruptive, breakthrough thinking that can really make a difference to a client's business.
Warc's guide to developing your skills as a strategic thinker, featuring seven learning modules.
A guide to developing a communications strategy and the key skills required.
A report on a global survey of senior agency planners on the state of strategy.
A journey from planning's birth in the 1960s to its evolution through the 2010s.

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