Disruptions of account planning in the digital age

Purpose: The purpose of this paper is to focus on transformations in the advertising industry from the point of view of the role and position of account planners. It questions the current viability of account planning (AP) as a result of digital disruptions. Design/methodology/approach: In total, 18 face-to-face responsive interviews were conducted among professionals who hold planning responsibilities at advertising agencies. A theoretical thematic analysis revealed five main themes which are associated with the disruption of AP roles. Findings: The research points out that AP is a profession in transition as part of the advertising industry that is undergoing a major shift. Digital transformations have not yet crystallized in the business domain, and so this period is one of learning and adjustment. Research limitations/implications: It is suggested for advertising practitioners, as well as marketing executives, to encourage AP departments to re-think the core significance of the AP department since the AP role needs to be repositioned or even redefined. Originality/value: The current research has several significant implications for theory and practice: confronting the role of the strategist in advertising agencies vs digital strategy and Big Data; contributing to the understanding of the dynamics of AP transitional roles as a starting point for re-examination of the advertising creative process; and calling for more research exploring the relationship between agency adoption of digital tools and its approach to AP.