“Nothing is so powerful as an insight into human nature, what compulsions drive a man, what instincts dominate his action, even though his action so often camouflages what really motivates him. For if you know these things about a man you can touch him at the core of his being.”
- Bill Bernbach
The Account Planner is the consumer’s advocate throughout the process of developing a campaign or promotion. They conduct consumer research and develop a brief to guide the creative team in constructing their advertisement. To do so, the planner must boil all important information about the consumer and product into a single important idea.