Account Management and Account Planning in advertising are responsibilities usually taken care of behind the scenes but then again are the most critical roles in any agency. Account managers fill the gap between the clients and the creative teams, making sure that the clients’ needs are met with every project. This role requires strategy, creativity and tons of skills that helps drive successful advertising campaigns.

Account Mangers and account planners act as a support that ensures that the project comes to life and goes according to the clients’ needs and plan, guaranteeing satisfaction and success.

But what makes this role so crucial to the success of any advertising campaign? Let’s dive into what an account manager and account planners’ do to bring the campaign into action –

• Client Communication – Account managers are responsible for all the clients’ queries, informing them of the development of the campaign; and its not only about the exchange of information but actually listening to the client’s needs, requirements and then delivering to their unique needs.
• Project Coordination – Account manager coordinate between every part of the working team and ensures everything is on track and that the final product aligns with the client’s plan.
• Strategic Planning – Account managers create a roadmap for achieving the clients’ objectives by planning every aspect of the task strategically. They see through that the campaign has a purpose and aligns with what the clients’ wants.
• Problem Solving – A campaign, before it gets approved and executed, goes through many changes and issues. For the campaign to be executed as planned, an account managers’ problem-solving skills into picture; they need to think quickly, negotiate effectively and keep the project moving without sacrificing quality.
• Building Relationships – To have a campaign executed effectively and beautifully as planned, the managers need to build a strong and trusting relationship with the clients. This helps them become trusted advisors which makes it easy to retain clients and win new businesses in the future.

Account planners have a similar behind the scene task like an account manager but with their own set of responsibilities.

• Audience Research – Getting a deeper understanding of the target audience by getting the data of focus groups, analytics, etc. By asking the right questions and ensuring the it speaks directly to the desires of the target audience.
• Briefing – Once the planners have an idea of how to appeal to the target audience, they start working on briefing the creative team, outlining the campaign’s objectives; by enabling creatives to produce work that not just appeals the audience but also aligns with the goals of the brand/company.
• Performance Measurement and Analysis – Lastly, they analyse the campaign’s performance, compile the learnings, insights and feedback for future strategies and continuous improvement.

While account managers and planners have distinct roles, their collaboration gives birth to a seamless execution.

Account managers and planners, together form a powerful team that drives client satisfaction, builds brand loyalty, and ensures that every campaign is both meaningful and memorable.

Watching a campaign come to life is much like watching a movie. When the audience sits back to enjoy a film, they’re fully immersed in the story, rarely thinking about the countless hours, talent, and meticulous planning that went into making it. The magic just works. Similarly, in advertising, a successful campaign should captivate both the target audience and the client in the same way. They should see the final project as seamless and compelling, without needing to worry about the behind the scenes efforts. That’s where account managers and planners shine, handling the coordination, strategy and details so that in the end, the campaign is effortless and successful, achieving exactly it set out to do.

So, next time you see an advertisement that resonates with you, remember – the magic didn’t just happen on its own. It was thanks to the efforts of an account manager and an account planner working seamlessly behind the scenes.