Paper (in Portuguese) presented at 2004 CINCOM – International Congress of Communication and Marketing (EAESP/FGV – SP/Brazil)
Abstract: This article deals with a bibliographical revision on the discipline of Account Planning in Advertising Agencies. First, I present all the different visions on its role since it came up as an independent discipline, mid-1960, when it was defined as “the voice of the consumer”. The discipline proves to be very fragmented, approaches varying by country, by type of agency and by type of client. I sustain that the political role of the planner cannot be ignored, since this figure added rationality to the field of advertising. His influence, thus, is likely to grow in a complex environment of brands and consumption. More recently, discussions on new attributes for Account Planning have sprung, such as “the brand guardian” and “the intellectual-side of an agency”. I also try to place Brazil in the scenario and present its institutional origins and possible differences its content, with a bibliographical revision on the subject. I conclude with a synthesis and propose future issues for research.
Keywords: Account Planning, Advertising Agencies, planners, communication and advertising in Brazil.
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