1. The DNA of An Account Planner C PipalMajik

2. Ten Things that great Account Planners do well C PipalMajik

3. Listen Better Listen to Clients, Servicing Guys, Creative Folks, Research Teams, Sociologists, Anthropologists, Futurologists, most importantly, Consumers. Listen carefully, search for nuances, hidden meanings, deep unexplored insights... C PipalMajik

4. Empathise with Consumers Remove filters, biases, prejudices, preconceived notions, stereotypes, opinions, generalizations & half-baked hypotheses. Start with an honest, open mind, put yourself in the consumers’ shoes, think and feel like them… C PipalMajik

5. Learn to deal with Ambiguity Don’t search for easy solutions, don’t settle for quick answers, live a while with uncertainty, grapple with ambiguity, probe deeper, look from multiple perspectives… C PipalMajik

6. Experiment Try different approaches in unearthing insights, alternative tactics to observe consumers, multiple options for strategic solutions, innovative ways of briefing creative teams, interesting support for creative development… C PipalMajik

7. Go beyond Words Use pictures, videos, films, characters, cultural references, live experiences, actual product demonstrations, simulated behaviour patterns to stimulate consumer responses, communicate to creative teams, sell ideas to clients… C PipalMajik

8. Have a Point of View Basis consumer understanding & insight, develop a clear Point of View, essential for differentiated strategy and breakthrough creative. Be honest and brave in being the Consumers’ Champion… C PipalMajik

9. Shun Mediocrity The good is the enemy of the great. Playing safe is the most dangerous option! Without a powerful untapped insight, a differentiated strategy and a breakthrough creative based on these, the communication effort and money will yield suboptimal results… C PipalMajik

10. Play a Team Game Fruitful Collaboration is a Key Success Factor. Partnering Creative Teams, Supporting Research experts, and sharing responsibility with Servicing Managers helps the process and enhances the output… C PipalMajik

11. Build Strong Working Relationships To get the best research output, to inspire outstanding creative work, to obtain full support from Servicing and to gain Client’s total confidence, Planners need to build strong relationships based on professional respect and personal trust… C PipalMajik

12. Make it Fun! Great atmosphere stimulates great work. Enjoying the process and teamwork creates a fertile ground for innovations and breakthroughs in strategy and creative. Ideas come faster and easier, and cross-fertilize even more ideas… C PipalMajik

13. 20 Hats that Account Planners wear The Roles and Responsibilities of an Account Planner C PipalMajik

14. Four Kinds of Hats(Roles & Responsibilities) The ‘Know’ Hats The ‘Think’ Hats The ‘Do’ Hats The ‘Other’ Hats C PipalMajik

15. The ‘Know’ Hats C PipalMajik

16. Market Research Expert C PipalMajik

17. Human Behaviour Expert C PipalMajik

18. Futurologist C PipalMajik

19. Information Centre C PipalMajik

20. Communications Expert C PipalMajik

21. The ‘Think’ Hats C PipalMajik

22. Voice of the Consumer C PipalMajik

23. Data Analyst & Interpreter C PipalMajik

24. Knowledge Applicator C PipalMajik

25. Insight Miner C PipalMajik

26. The Agency POV Custodian C PipalMajik

27. The ‘Do’ Hats C PipalMajik

28. Research Manager C PipalMajik

29. Qualitative Focus Group Moderator C PipalMajik

30. Creative Brief Writer C PipalMajik

31. Communications Planner C PipalMajik

32. Strategy Developer C PipalMajik

33. The ‘Other’ Hats C PipalMajik

34. Bad Cop C PipalMajik

35. NPD Consultant C PipalMajik

36. Thought Leader C PipalMajik

37. Idea Catalyst C PipalMajik

38. NBD Champion C PipalMajik

39. What planners aren’t supposed to do! Manage Projects & Relationships Manage Businesses, Revenues, Profits Write minutes of meetings Buy gifts for the client’s wife Raise & follow up on invoices Collect overdues… C PipalMajik

40. Hats Off! C PipalMajik

41. Thank You C PipalMajik