This project will give you an opportunity to act as an Account Planner at a big and successful ad agency.
You will choose a brand with a problem to analyze and develop an “Advertising Plan” for it. The insights
that you will provide in this Ad Plan as an Account Planner will be used by your advertising agency’s
Creative Team who will in turn produce impactful and successful ads.
Outline
I. Goal
Identifying the problem of the brand and setting an objective to solve that problem is the most important
step.
A. Understanding the Key Fact
What is the problem with this brand? Though there may be several key facts, you should only expect your
advertising to tackle one problem.
B. Advertising Objective
Based on the Key Fact above, it’s important to make sure that advertising can potentially solve your
client’s problem. All the advertising in the world cannot make a bad product better, but advertising can
create awareness, change attitudes, motivate purchase, etc. You must be very clear about exactly what
you’re hoping to accomplish with your advertising campaign: One single advertising objective.
II. Overview
This step involves extensive information gathering about the target market, competitors, and the
marketplace trends in general.
A. Brand Research
This step involves a brand audit and you will mainly use secondary data. This brand audit
Sample Solution