Truth, Lies, and Advertising: The Art of Account Planning by Jon Steel

The Art of Account Planning by Jon Steel was first published in 1995. Steel revised the book in 2003. It has since become a standard reference text for those aspiring to a career in the advertising field. The book paints an intriguing insight into the craft of account planning, a discipline which places the consumer at the very center of the advertising process.

The book begins by explaining the importance of effective communication between client, agency and consumer. The most effective communication comes when all parties understand the desired outcome and recognize the needs and habits of the target market. This is where account planning comes in. In Steel’s words, account planners ‘understand people better than any other profession’.

Steel then moves on to focus on the role of the account planner, whose stock in trade includes ‘knowledge, understanding, insights, ideas and the ability to persuade’. Steel stresses the important trait of objectivity, because the planner has knowledge of both the client’s needs and the consumer’s preferences. He or she is in a prime position to make sure that the proposed campaign is tailored so that it resonates with the target audience.

Steel continues to draw attention to the need for research. He explains that the success of a campaign lies in the planners ability to understand what motivates and encourages the consumer to buy a product or service. In particular, he makes clear that without ‘truth’, a successful campaign is impossible.

Steel also gives guidance to the account planner on how to use media efficiently. He explains how Account Planners must use knowledge of regular media usage and its effectiveness in terms of reach and recall. He suggests the use of Pull Media (which informs and educates consumers) to encourage trial, and Push Media (which relies on sales promotion techniques) to reinforce loyalty.

Steel explicitly discusses the notion of persuasion, by offering useful tips for creating persuasive outline for campaigns. He also appreciates the ethical dilemmas which an account planner faces in his or her work, and puts emphasis on the fact that there is a fine line between truth and lies. He clarifies that effective planning should be based on truth, not distortion, and should endeavor to bring an understanding and mutual benefit to all concerned.

In summary, The Art of Account Planning by Jon Steel offers a comprehensive guide to the inner workings of the account planning profession and provides invaluable tips for effective campaigns. This book is invaluable for those starting out in the advertising industry, and provides an invaluable insight into communication and the pitfalls of lying and deception.