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Publication
O account planning e o perfil dos seus profissionais nas agĂȘncias de publicidade em Portugal
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.99 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
Ao contrårio da evolução da disciplina no Reino Unido ou nos
EUA â em que o account planning surge de um processo
evolutivo da pesquisa de mercado para a pesquisa em
publicidade â, a introdução da disciplina no modus operandi de
agĂȘncias de publicidade que nĂŁo usavam pesquisa
anteriormente traz consigo a importação de uma âfilosofiaâ com
implicaçÔes pråticas regionais distintas. Em Portugal, pouco se
sabe sobre a adoção da disciplina e da sua respetiva introdução
nas agĂȘncias de publicidade. O presente estudo procura
atenuar a carĂȘncia de conhecimento sobre as prĂĄticas e papĂ©is
desempenhados pelos account planners, procurando
desenvolver uma primeira caracterização do account planning
nas agĂȘncias de publicidade em Portugal, e em consequĂȘncia
contribuir para gerar informação que permita potenciar a gestão
e otimização das equipas, bem como dos resultados do
trabalho por eles realizado. A investigação segue uma
abordagem metodológica mista através de métodos de
pesquisa quantitativa e qualitativa. Por meio de um questionĂĄrio
online, procurou-se identificar pråticas e consequentes forças
no desempenho de determinados papéis por estes
profissionais, assim como entender as dinĂąmicas presentes no
processo de trabalho. Através de entrevistas em profundidade
pretendeu-se alcançar mais clareza e contexto sobre os papéis
desempenhados por estes profissionais, obtendo uma maior
compreensĂŁo das caracterĂsticas que influenciam o exercĂcio
dos seus papéis e que, consequentemente, oferecem uma visão
regional do account planning. Os account planners nas agĂȘncias
em Portugal apresentam-se mais afastados da implementação
de processos de pesquisa, sendo a sua relação com a
informação sobretudo pela anålise e interpretação. Estes
profissionais destacam-se sobretudo enquanto estrategas e
gestores das dinĂąmicas internas. Os resultados indicam que
ainda existe um desafio permanente na afirmação da disciplina
por estes profissionais, sendo esta sobretudo influenciada pela
compreensão e credibilização que lhe é dada pela figura do
diretor criativo.
Unlike the evolution of the Account Planning discipline in the UK or the US â where it emerged from an evolutionary process from market research to advertising research â its introduction into the modus operandi of advertising agencies that had not previously used research brings with it a 'philosophy' with distinct regional practical implications. The Portuguese market has little information on the adoption of Account Planning and its respective introduction in advertising agencies. The present study seeks to soothe the lack of knowledge about the practices and roles played by account planners, seeking to develop the first characterization of account planning in Portuguese advertising agencies and consequently contribute to generating information that allows enhancing the management and optimization of teams, as well as the results of their work. The investigation follows a methodological approach that mixes quantitative and qualitative research methods. Through an online questionnaire, we identified practices and resultant forces in these professionals' performance of specific roles, as well as understanding the dynamics present in the work process. Through in-depth interviews, our goal was to achieve more clarity and context about the roles played by these professionals, obtaining a greater understanding of the characteristics that influence the exercise of their roles and that, consequently, offer a regional vision of account planning. Account planners in agencies in Portugal are more distant from the implementation of research processes, and their relationship with data is mainly through analysis and interpretation. These professionals stand out above all as strategists and managers of internal dynamics. Results indicate the affirmation of Account Planning is an enduring challenge, mainly influenced by the understanding and credibility given to it mainly by the figure of the Creative Director.
Unlike the evolution of the Account Planning discipline in the UK or the US â where it emerged from an evolutionary process from market research to advertising research â its introduction into the modus operandi of advertising agencies that had not previously used research brings with it a 'philosophy' with distinct regional practical implications. The Portuguese market has little information on the adoption of Account Planning and its respective introduction in advertising agencies. The present study seeks to soothe the lack of knowledge about the practices and roles played by account planners, seeking to develop the first characterization of account planning in Portuguese advertising agencies and consequently contribute to generating information that allows enhancing the management and optimization of teams, as well as the results of their work. The investigation follows a methodological approach that mixes quantitative and qualitative research methods. Through an online questionnaire, we identified practices and resultant forces in these professionals' performance of specific roles, as well as understanding the dynamics present in the work process. Through in-depth interviews, our goal was to achieve more clarity and context about the roles played by these professionals, obtaining a greater understanding of the characteristics that influence the exercise of their roles and that, consequently, offer a regional vision of account planning. Account planners in agencies in Portugal are more distant from the implementation of research processes, and their relationship with data is mainly through analysis and interpretation. These professionals stand out above all as strategists and managers of internal dynamics. Results indicate the affirmation of Account Planning is an enduring challenge, mainly influenced by the understanding and credibility given to it mainly by the figure of the Creative Director.
Description
Keywords
Account planning Account planner Pesquisa em publicidade EstratĂ©gia publicitĂĄria Publicidade AgĂȘncias de publicidade