Disruptions of account planning in the digital age

Abstract

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.

Exploring Negative Spillover Effects on Stakeholders: A Case Study on Social Media Talk about Crisis in the Food Industry Using Data Mining

“…From this list, the researchers selected the most prominent variables (that were consecutively treated in the discussions during the relevant time period). The selection process of the related words and the labeling of the variables was conducted in two main stages: 1) the three researchers independently screened the lists of repeated words and their context and grouped them into labeled variables; 2) the researchers compared their lists and discussed their findings in order to minimize researcher subjectivity and resolve any discrepancies [55][56][57]. Variables that were identified as related to the discussion of crisis and the involved brands were selected as representatives of the main issues expressed by the public.…”

Tracing the evolution of advertising account planning

“…Digital advertising environments and agencies reflect a substantially different approach to account planning. Research by Zimand-Sheiner and Earon (2019) interviewed agency planners and observed two key conclusions: The viability of account planning is questionable as disruption in the marketing and advertising environment causes dramatic changes in traditional roles, routines, sources of information. Major confusion and divergence exist in application of the term “digital strategy” and its relation to advertising strategy. …”

“…The structural role may be well defined, but application and understanding of the conceptual construct is relatively varied and vague. Moreover, after a half-century of traditional account planning practiced among mainstream agencies, the digital revolution, in particular, has potentially ushered in a disruptive transformation challenging conventional planning (Zimand-Sheiner and Earon, 2019). Agencies – and clients – have reached a “crossroads” with new forms of advertising and more varied time consumers spend with all forms of media (Cuneo, 2007).…”

Mitigating disruption through adaptive organization and organization learning to create a transformation business model

“…As a result, the marketing ecosystem has shifted; advertisers rely more on information technology (IT) solutions to manage their communication difficulties rather than exclusively on advertising agencies (Deighton, 2017). Positively, media and consumer behavior changes create opportunities (Deuze, 2016); but negatively, the developments have thrown the sector into a perpetual state of instability (Zimand Sheiner and Earon, 2019).…”

“…Additional research on the same subject shows three dynamic shifts driving this transition: new media and formats, new consumer behaviors and longer-lasting advertising effects. Zimand Sheiner and Earon (2019) stated that developments brought by technological advancements had thrown the advertising agency sector into a state of continual flux.…”