Here is a personal take on what account planning means for us. The creative team gets lost in the woods because they don’t have a proper brief to follow - no sense of direction. They end up throwing a party while the account planner needs to go on his explorer journey to find the best idea on how to solve this problem. The compass eventually finds the right direction after a random set of events and some wise comments from Gareth Kay and Joshua Brandau.
Be prepared for a lot of metaphors. Enjoy.
Notes
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