Account Planning
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Transcript of Account Planning
![Page 1: Account Planning](https://reader033.fdocumentos.com/reader033/viewer/2022061109/54514095af795902348b5c39/html5/thumbnails/1.jpg)
Trabalho de Métodos e Técnicas de Pesquisa
Mariana Dios-TanAluna ESADE – Jun/2009 – Profª Barbara Costa
![Page 2: Account Planning](https://reader033.fdocumentos.com/reader033/viewer/2022061109/54514095af795902348b5c39/html5/thumbnails/2.jpg)
Account PlanningPlanejamento Estratégico
de comunicação
![Page 3: Account Planning](https://reader033.fdocumentos.com/reader033/viewer/2022061109/54514095af795902348b5c39/html5/thumbnails/3.jpg)
![Page 4: Account Planning](https://reader033.fdocumentos.com/reader033/viewer/2022061109/54514095af795902348b5c39/html5/thumbnails/4.jpg)
Afinal, como tudo começou?
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Stanley Pollitt
Stephen King
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Account Management+
Media Planning=
Account Planning
E esse nome, de onde vêm?
![Page 7: Account Planning](https://reader033.fdocumentos.com/reader033/viewer/2022061109/54514095af795902348b5c39/html5/thumbnails/7.jpg)
Planejador
Planner
![Page 8: Account Planning](https://reader033.fdocumentos.com/reader033/viewer/2022061109/54514095af795902348b5c39/html5/thumbnails/8.jpg)
Que diabos faz um planner?
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O papel do planejamento
![Page 10: Account Planning](https://reader033.fdocumentos.com/reader033/viewer/2022061109/54514095af795902348b5c39/html5/thumbnails/10.jpg)
Para elaborar um planejamento
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![Page 12: Account Planning](https://reader033.fdocumentos.com/reader033/viewer/2022061109/54514095af795902348b5c39/html5/thumbnails/12.jpg)
O mercado vai bem, obrigado!
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Será que vamos ficar milionários?
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O primeiro case a gente nunca esquece!
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O desafio
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O briefing
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Oxfam – We Can Save
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A estratégia
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A repercussão
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A respercussão
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3211 views49 avaliações20 comentários
2419 followers278 retweets3446 clicks
1041 referências
965 views5º vídeo mais assistido
O resultado
![Page 23: Account Planning](https://reader033.fdocumentos.com/reader033/viewer/2022061109/54514095af795902348b5c39/html5/thumbnails/23.jpg)
Fontes de conhecimento
Entrevistado:Pablo Fontoura – Coord. Inteligência Competitiva Competence
PPT : Um Papo sobre Planejamento e Coisas AfinsKen Fujioka – Head de Planejamento JWT Brasil
PPT: Novos caminhos para o planejamento?Daniel De Tomazo – Diretor de Planejamento JWT Brasil
Livro: A arte do planejamentoJon Steel – Diretor de Planejamento
Artigo: What is Account Planning?APG UK – Grupo de Planejamento do Reino Unido
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Trabalho de Métodos e Técnicas de Pesquisa
Mariana Dios-TanAluna ESADE – Jun/2009 – Profª Barbara Costa
Obrigada!