Account planner

Account planner is a specific role within a communications agency. Their task is to understand the client's target consumers and develop strategies for the creative and media departments. Using research data to identify ideal audiences and optimum methods of communication, account planners develop ideas to enable the creative team to produce advertising ideas that resolve defined business problems.

Definitions

According to the Marketing Communications by Fill (5th edition),

Account planner. A specific role within a communications agency. Their task is to understand the client's target consumers and develop strategies for the creative and media departments. Using research data to identify ideal audiences and optimum methods of communication, account planners develop ideas to enable the creative team to produce advertising ideas that resolve defined business problems.