The Practical Pocket Guide to Account Planning

I don't know Chris Kocek, but I wish I did. He is clearly a great account planner. Here, he has written a book that every planner, communicator, marketer, agency manager and aspiring planner must read. I have worked with legendary account planners, have had my work win top account planning awards, and have generally been in the thick of the account planning revolution for more than two decades, yet I found myself devouring this book from beginning to end in one sitting. I gobbled it up, spit out the pits, then ate the pits like wasabi peas and enjoyed every last one. The Practical Guide To Account Planning claims to be, and it is in fact, a real world primer for aspiring account planners. It is written in clear, concise, unflashy prose. But, like a few other books that are written as primers - Up The Organization, The Prince and Ogilvy on Advertising come to mind - this has the power to make even the most experienced practitioner of insight-driven communication and innovation aspire once again. I've given my first copy to my chief strategy officer and said, "This is the best yet." I've already ordered my own new copy. I'm sure we'll be buying one for each and every planner on our team.

Got my book book today and read it in one sitting. This book is a great resource for anyone interested in planning. I would especially recommend it to college students trying to decide whether planning is right for them or who are just starting to explore the possibility of pursuing planning as a career. It will give you a very accurate look at what being a planner is all about. After holding several internships in advertising as an undergrad, I landed a jr. planner position. With four weeks into the job, I can tell you Chris gets it right. Especially the part about the day-to-day-life of a planner. It changes all the time. So far I've written briefs, personas, have listened to one on one interviews for concept testing, wrote a POV for a client last week, finished writing my first long form white paper today, am working on two new business pitches and just today I was told I might be involved in creative testing in the near future. Organized chaos, I would say so. If this sounds at all appealing to you, read Chris's book and get a good look at what planning is all about.

This was a very quick and easy read. It was a bit slow at times, but it was very informative and tried it's best to make Account Planning sound interesting.

As both an industry professional and now as an advertising professor, I whole-heartedly recommend this book for anyone looking to learn more about the real lives of Account Planners. Chris does a phenomenal job of breaking down the basics, getting into the nitty gritty, and creating a full picture of what Account Planning is all about. What is refreshing about this book is that it rings true across both spectrums of learning and educating: 1) it is absolutely accurate in the portrayal of agency life and day-to-day requirements of planners today - from client requests, to research methodologies, to real-world examples, and 2) it breaks down strategy essentials and expectations into bite-size pieces for the reader. This book is a wonderfully simple and refreshing cornerstone for anyone interested in learning about Planning - whether they have agency experience or not. Further, I can attest that my college students loved reading it as part of the course assignments. It’s written in everyday language, gets right to the point, and arms them with a clear understanding of the fundamentals of Account Planning. My students said this book helped them gain a clearer picture of agency life and the Planner’s role in it. And their exam scores proved that they truly did understand it! This book is a must for any professor teaching communication strategy or research.

It was a quick read and very entertaining, I enjoyed the book! I had to order this book for a class and I would say it is the best "text book" I have ordered so far. Kocek brings humor and honestly to the field of account planning and offers a slew of helpful tips for those in pursuit of this career. Each section is also broken down into simple language that anyone can understand and supporting illustrations give breaks for the eye to rest and many also contain humor. Would definitely recommend this book if you need a quick insight into this particular field and will keep my copy handing in the future.

This was a nice, quick read that shined a light on the role of account planning for me. It touches on the different tasks and account planner could perform in the course of their job. The book also briefly goes into tips for performing those tasks. As an aspiring account executive, it is a fantastic way to gain insight on what planners do in an agency. In general, though it is a fantastic resource for anyone looking to join the advertising industry and familiarize themselves with the roles other departments play.

If you want to learn account planning this is a must have. By the end of it you will have a great deal more knowledge. I just wish there was more detail and reading on insights and finding them.

I teach an Account Planning class at a public university. I've struggled to find a book that both accurately portrays Account Planning in the post digital age and provides an interesting primer to the field. This book accomplished both of those things in buckets. The book is written in an easy to understand and interesting format. It's a breeze to run through and has a lot of great reference tips for new students and ad professionals looking to gain a better understanding of the world of planning. Cheers to Chris Kocek, this book is fantastic.

My new favourite. Arrived quickly and the price was v good! Thanks.

Buen libro para quien se inicia en el mundo de cuentas en agencia de publicidad. Condensa lo que aprenderias en un año como trainee y ejecutivo. Para alguien con experiencia aporta muy buenos tipa y algunos temas de planning. Para supervisores y directores una buena guia para coachear a su gente.

Livro muito prático sobre a área. Por mais que estejam havendo muitas mudanças no cenário publicitário causados pela I.A, esse livro possui pensamentos essenciais que todo estrategista precisa ter na veia para ser um excelente profissional no setor.

Perfect size. It’s the Art of Client Service for planning. Great introduction for the AE looking to move up, or reminder for someone that’s been at this for a while.

Awesome book! Quite topline but insightful nevertheless