Does planning make perfect? How advertising practitioners in India perceive account planning

Patwardhan, Padmini; Patwardhan, Hemant; Vasavada-Oza, Falguni

doi:10.1080/01292986.2011.559260

Cited by 3 publications

(3 citation statements)

References 24 publications

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“…It is clear from our findings that AP, as a distinct function, does not exist in agencies who consider digital as their main business. As noted, this can be attributed to the small size of these agencies (Hackley, 2003b; Patwardhan et al , 2011a, b). In addition, they mostly operate short-term digital activities (i.e.…”

Section: Discussionmentioning

confidence: 98%

“…see Lopez-Preciado 2013; Morrison and Haley, 2006; Patwardhan et al , 2011a). Agency size may also be a factor in the decision to set up an AP department, with smaller agencies finding it cost prohibitive (Hackley, 2003b; Patwardhan et al , 2011a, b). Competitive marketing environment has led marketers to seek quick solutions rather than long-term ones in Australia.…”

Section: Literature Reviewmentioning

confidence: 99%

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Disruptions of account planning in the digital age

Zimand-Sheiner

Earon

2019

MIP

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Purpose The purpose of this paper is to focus on transformations in the advertising industry from the point of view of the role and position of account planners. It questions the current viability of account planning (AP) as a result of digital disruptions. Design/methodology/approach In total, 18 face-to-face responsive interviews were conducted among professionals who hold planning responsibilities at advertising agencies. A theoretical thematic analysis revealed five main themes which are associated with the disruption of AP roles. Findings The research points out that AP is a profession in transition as part of the advertising industry that is undergoing a major shift. Digital transformations have not yet crystallized in the business domain, and so this period is one of learning and adjustment. Research limitations/implications It is suggested for advertising practitioners, as well as marketing executives, to encourage AP departments to re-think the core significance of the AP department since the AP role needs to be repositioned or even redefined. Originality/value The current research has several significant implications for theory and practice: confronting the role of the strategist in advertising agencies vs digital strategy and Big Data; contributing to the understanding of the dynamics of AP transitional roles as a starting point for re-examination of the advertising creative process; and calling for more research exploring the relationship between agency adoption of digital tools and its approach to AP.

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Section: Discussionmentioning

confidence: 98%

Section: Literature Reviewmentioning

confidence: 99%

Disruptions of account planning in the digital age

Zimand-Sheiner

Earon

2019

MIP

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“…While the discipline was essentially dominated by UK, USA and some European contributions, early themes are now appearing among contributions reflecting many, more “developing” advertising and media markets. Patwardhan et al (2009), for example, explore the recent growth of account planning throughout India, noting many of the factors characteristic of early days in British and American agencies (Patwardhan et al , 2009; Patwardhan et al , 2011). Similar observations are offered in diverse international markets such as Spain (Sánchez-Blanco, 2010), Mexico (López-Preciado, 2013), and Croatia (Akmadzic et al , 2014).…”

Section: Digital Disruption and Decline – Disaggregation Of Account Planning: 2005-todaymentioning

confidence: 99%

Tracing the evolution of advertising account planning

Beede¹

2019

JHRM

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Purpose This study aims to contribute a comprehensive historical analysis of account planning in scholarly literature, tracing its origins in agency adoption through transformation amid today’s rapidly changing advertising environment. Design/methodology/approach The paper applies a historical literature review of advertising account planning literature spanning over a half-century. The analysis focuses on dual dimensions of chronological evolution and thematic content analysis to trace the development of key constructs and their changes over time. Findings The analysis sheds light on the origins of account planning as a discipline and factors influencing its practice among agencies. Three distinct chronological stages of development are identified, and four dominant construct themes evident across time. Analysis indicates that traditional account planning was well formed functionally in the 1990s and peaked in prominence around the turn of the new millennium. Of late, however, advances in account planning theory appear limited and the future fragmented. Originality/value This study provides a unique historical perspective tracing the chronological development and key constructs of account planning. Implications for the future of the planning discipline are uncertain as agencies innovate with new functional roles seeking to unlock consumer insights and creative opportunities in the digital advertising environment.

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Account Planning

and¹,

Patwardhan²

2014

The Handbook of International Advertising Research

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Does planning make perfect? How advertising practitioners in India perceive account planning

Cited by 3 publications

References 24 publications

Disruptions of account planning in the digital age

Disruptions of account planning in the digital age

Tracing the evolution of advertising account planning

Account Planning

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