The Practical Pocket Guide to Account Planning

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9780989284905: The Practical Pocket Guide to Account Planning

The Practical Pocket Guide to Account Planning provides a straightforward, no nonsense approach to understanding what Account Planners do on a daily basis and how they do it. Filled with real world examples, amusing anecdotes, and useful techniques for getting to better insights, The Practical Pocket Guide provides a clear path for how Account Planners can collaborate with Creatives to produce great work that is insightful, engaging, and culturally infectious. In this engaging 2-hour read, you'll learn:

- The difference between most Account Planning job descriptions and day-to-day realities
- Critical Planning skills, including: concept testing, copy testing, discussion guides, positioning, and the basics of good research
- Techniques for writing better briefs and ideas for how to lead more engaging briefings
- How to be an ally to Creatives so that together you can sell big, culturally infectious ideas to Clients 

Whether you're a Client, a Creative, an Account Manager, or an aspiring Account Planner, this book will help you understand how Planners think and what great Planning can really do.

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From the Back Cover:

"If you want to be a killer Planner, this is the book to read. If you want to be a killer Creative, make sure your Planner reads this book."
- ISRAEL GARBER, EXECUTIVE CREATIVE DIRECTOR, HAVAS WORLDWIDE NEW YORK
 
"A wonderful tool for anyone looking into advertising as a career. Whether Client side or Agency side, Media, Account Management or Planning, this guide helps the reader to understand the basics of driving to good strategy. Practical AND enjoyable to read!"
- NANCY HILL, PRESIDENT & CEO, AMERICAN ASSOCIATION OF ADVERTISING AGENCIES 

"In an industry known for Mad Men comes a voice of sanity, experience, and reason. Every agency needs this book."
- DAN COHEN, SVP/CREATIVE DIRECTOR, PUBLICIS NEW YORK
 
"A must read...delivers an in-depth view of a profession that requires one part genius and two parts pragmatism. I wish this was around when I was thrown my first creative brief to write."
- JUSTIN GRAHAM, CHIEF STRATEGY OFFICER, DROGA5 AUSTRALIA
 
"If you want to be taken seriously as a Planner and you don't have a Brit accent, read this book."
- CHRISTOPHER COLE, SVP/CREATIVE DIRECTOR, LEO BURNETT CHICAGO

About the Author:

Chris Kocek is the Founder & CEO of Gallant Branding, a strategy and design studio dedicated to building brands for a better world. Prior to starting Gallant, Chris worked as a Strategic Planner at advertising agencies in NYC and Austin, developing nationally recognized campaigns for a number of Fortune 500 brands and highly respected nonprofits, including AARP, Lowe's Home Improvement, Hyatt Hotels, Ace Hardware, John Deere, and The Christopher and Dana Reeve Foundation. In addition to guest lecturing at the University of Texas, Chris is a public speaker whose talks on creativity and innovation have been featured at strategic symposiums around the country as well as TEDx.

"Sobre este título" puede pertenecer a otra edición de este libro.

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Chris Kocek
Editorial: Yellow Bird Press (2013)
ISBN 10: 0989284905 ISBN 13: 9780989284905
Nuevos Paperback Cantidad: 10
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The Book Depository
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Descripción Yellow Bird Press, 2013. Paperback. Estado de conservación: New. Language: English . Brand New Book ***** Print on Demand *****.The Practical Pocket Guide to Account Planning provides a straightforward, no nonsense approach to understanding what Account Planners do on a daily basis and how they do it. Filled with real world examples, amusing anecdotes, and useful techniques for getting to better insights, The Practical Pocket Guide provides a clear path for how Account Planners can collaborate with Creatives to produce great work that is insightful, engaging, and culturally infectious. Whether you re a Client, a Creative, an Account Manager, or an aspiring Account Planner, this book will help you understand how Planners think and what great Planning can really do. Nº de ref. de la librería APC9780989284905

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Chris Kocek
Editorial: Yellow Bird Press (2013)
ISBN 10: 0989284905 ISBN 13: 9780989284905
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Descripción Yellow Bird Press, 2013. Paperback. Estado de conservación: New. Language: English . Brand New Book ***** Print on Demand *****. The Practical Pocket Guide to Account Planning provides a straightforward, no nonsense approach to understanding what Account Planners do on a daily basis and how they do it. Filled with real world examples, amusing anecdotes, and useful techniques for getting to better insights, The Practical Pocket Guide provides a clear path for how Account Planners can collaborate with Creatives to produce great work that is insightful, engaging, and culturally infectious. Whether you re a Client, a Creative, an Account Manager, or an aspiring Account Planner, this book will help you understand how Planners think and what great Planning can really do. Nº de ref. de la librería APC9780989284905

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Descripción 2013. PAP. Estado de conservación: New. New Book.Shipped from US within 10 to 14 business days.THIS BOOK IS PRINTED ON DEMAND. Established seller since 2000. Nº de ref. de la librería IP-9780989284905

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Kocek, Chris
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Descripción Yellow Bird Press, 2013. PAP. Estado de conservación: New. New Book. Delivered from our US warehouse in 10 to 14 business days. THIS BOOK IS PRINTED ON DEMAND.Established seller since 2000. Nº de ref. de la librería IP-9780989284905

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Kocek, Chris
Editorial: Yellow Bird Press 5/15/2013 (2013)
ISBN 10: 0989284905 ISBN 13: 9780989284905
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Descripción Yellow Bird Press 5/15/2013, 2013. Paperback or Softback. Estado de conservación: New. The Practical Pocket Guide to Account Planning. Book. Nº de ref. de la librería BBS-9780989284905

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Kocek, Chris; Zagorski, Lin [Designer]; Pollock, Rebecca [Designer];
Editorial: Yellow Bird Press (2013)
ISBN 10: 0989284905 ISBN 13: 9780989284905
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Descripción Yellow Bird Press, 2013. Paperback. Estado de conservación: New. Nº de ref. de la librería INGM9780989284905

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Chris Kocek
Editorial: Yellow Bird Press
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Descripción Yellow Bird Press. Paperback. Estado de conservación: New. 156 pages. Dimensions: 7.7in. x 5.0in. x 0.5in.The Practical Pocket Guide to Account Planning provides a straightforward, no nonsense approach to understanding what Account Planners do on a daily basis and how they do it. Filled with real world examples, amusing anecdotes, and useful techniques for getting to better insights, The Practical Pocket Guide provides a clear path for how Account Planners can collaborate with Creatives to produce great work that is insightful, engaging, and culturally infectious. In this engaging 2-hour read, youll learn: - The difference between most Account Planning job descriptions and day-to-day realities- Critical Planning skills, including: concept testing, copy testing, discussion guides, positioning, and the basics of good research- Techniques for writing better briefs and ideas for how to lead more engaging briefings- How to be an ally to Creatives so that together you can sell big, culturally infectious ideas to Clients Whether youre a Client, a Creative, an Account Manager, or an aspiring Account Planner, this book will help you understand how Planners think and what great Planning can really do. This item ships from multiple locations. Your book may arrive from Roseburg,OR, La Vergne,TN. Paperback. Nº de ref. de la librería 9780989284905

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Kocek, Chris
Editorial: Yellow Bird Press (2017)
ISBN 10: 0989284905 ISBN 13: 9780989284905
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Descripción Yellow Bird Press, 2017. Paperback. Estado de conservación: New. Never used! This item is printed on demand. Nº de ref. de la librería 0989284905

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Kocek, Chris
Editorial: Yellow Bird Press (2013)
ISBN 10: 0989284905 ISBN 13: 9780989284905
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Descripción Yellow Bird Press, 2013. Estado de conservación: new. Shiny and new! Expect delivery in 20 days. Nº de ref. de la librería 9780989284905-1

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Kocek, Chris
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Descripción Yellow Bird Press. PAPERBACK. Estado de conservación: New. 0989284905 Special order direct from the distributor. Nº de ref. de la librería ING9780989284905

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