Account Planner
The research-driven storyteller—account planners dive deep into audience insightsUnderstanding what makes them tick—consumer behavior analysis reveals the motivations behind decisions, so brands can connect deeper and smarter., ensuring campaignsStrategy meets storytelling—campaigns bring big ideas to life, driving awareness, engagement, and conversions through powerful, multi-channel messaging. resonate, connect, and drive results.
What is an Account Planner?
Account planners are the mind behind the message. They uncover what makes people tick and help creative teams turn those truths into campaigns that move culture.
What does an Account Planner do?
They hunt for insights in the noise—user behavior, market trendsWhat's shaping the now—industry trends spotlight emerging tools, behaviors, and shifts that keep brands future-ready., emotional triggers—and build narratives rooted in real-world research. They’re half anthropologist, half strategistThe big picture thinker—strategists use insight, data, and creativity to guide campaigns, shape messaging, and deliver results..
What does this role look like in a creative agency?
At a place like RIOT, planners are there before the pitch and after the launch. They help shape positioning, validate creative ideas, and make sure the story hits home with the people it’s meant for. No fluff, just truth that cuts through.
Dive Deeper
Account Planners are the research-driven storytellers who ensure campaigns aren’t just creative—they’re connected to real audienceThe heartbeat of every campaign—understanding and engaging the right audience is the key to crafting messages that resonate and drive action. needs, wants, and behaviors. They dig into cultural trends, customerThe reason we do what we do—the client is the partner, the collaborator, and the audience we’re here to impress and grow with. insights, market dynamics, and brandMore than a logo—brand is the essence of a company, shaping identity, reputation, and customer perception. truths to inform strategic briefs and guide the creative process. In agencies, Account Planners act as the voice of the consumer, ensuring that big ideas are grounded in emotional resonance and real-world relevance.
Related Glossary Terms
| Related Glossary Terms | Why It’s Relevant |
|---|---|
| Campaign Strategy | Account Planners build the strategic foundation that informs every element of a campaign’s creative direction and execution. |
| Audience Segmentation | They define and prioritize target audiences, ensuring messagingThe core idea you communicate—what your brand says, how it says it, and why it matters. speaks directly to the right groups with nuance and relevance. |
| Brand Strategy | Account Planners help evolve brand positioningCarving out your space—brand positioning defines how a brand stands apart in the market, shaping audience perception and competitive advantage. and narratives to ensure long-term cultural and market relevance. |
| Messaging | They shape core messaging frameworks that anchor campaign ideas to clear emotional and functional benefits. |
| Thought Leadership Content | Account Planners sometimes contribute insights that position brands or agencies as thoughtThe spark that starts it all—ideas fuel campaigns, shape strategy, and turn bold thinking into unforgettable creative. leaders in specific spaces or sectors. |
Related Job Roles
| Related Job Roles | Why It’s Connected |
|---|---|
| StrategyThe playbook for success—strategy defines where you're headed, how you'll get there, and what will set you apart. Director | Leads broader strategic visionThe spark that starts it all—a concept is the big idea that shapes campaigns, guiding everything from visuals to messaging. across clients and campaigns—Account Planners provide the insights that fuel strategy development. |
| Creative Director | Partners with Account Planners to translate insights into big ideas that resonate emotionally and strategically. |
| Brand StrategistThe architect of brand success—a brand strategist crafts positioning, messaging, and identity to create a clear, memorable market presence. | Focuses on positioning and brand evolutionThe foundation of success—brand development is the process of crafting, shaping, and growing a brand’s identity and presence., while Account Planners focus more narrowly on campaign-specific insights. |
| Digital StrategistThe visionary of the digital realm—digital strategists craft campaigns and roadmaps that align brand goals with audience behavior. | Ensures campaign insights are activated effectively across digital platforms, media channels, and audience touchpoints. |
