Account Planning in the Digital Age

Great presentation on digital planning by Zigurds Zakis from Instinct (Part of BBDO Group , Russia). It talks about the changes in traditional account planning to one where involves four key elements

1.       Understanding Customer and Society

2.       Understanding the Economy (and not just the business)

3.       Understanding Technology and what it enables

4.       Understanding Creativity

He also talks about the skillsets of the Convergent Planner and how they should have:

1) The Intellect of the brand architect

2) Financial acumenof the management consultant

3) Geekiness of the hacker

4) Curiosity of the social psychologist

Advertisements
This entry was posted in Uncategorized. Bookmark the permalink.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s