Account planning is the discipline that aligns the marketing strategy and creative execution with the wants and needs of the target audience.
We call it Smart Perspective™. It ensures that our Smart Creative™ strategy development process includes critical consumer insight relative to the brand. FSC account planners are research experts. They acquire and analyze all pertinent information, both quantitative and qualitative, to discover consumer insight that will impact all marketing communications.
Smart Perspective Team Leader
Ed Flaherty, Principal / Marketing Director
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