Is account planning relevant today? Yes, even more so in the age of Big Data.
Account planning can and should still be the "voice of the customer" informing message and media creativity, major decisions at any time. Data aren't people--and being with people can help planners understand the differences and similarities that characterize customer behaviour and reveal underlying needs and motivations.
Ogilvy & Mather has been sending planners from its London base to every corner of the UK, seeking real everyday interactions with real people. 'So, as planners, if we never leave London, how can we hope to connect? The best ideas are those that get talked about in the street, at work, in the pub or in your kitchen', explains O&M's chief strategy officer.
Account planning can offer the insights that enable marketing, advertising and branding breakthroughs via innovative ideas linked to cultural and social trends. Account planning can spark inspiration and differentiation. Yes, support the insights and creativity and implementation with Big Data, but keep account planning in the equation to represent the real-life voice of the customer.
