Advertising change: The effects of digital disruption on advertising account planning

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Digital disruption, such as the prevalence of Big Data and technological progression, has fundamentally altered the advertising marketplace. Account planning is a role within advertising that is seeing significant challenges and may no longer be necessary.

Originality/value

The briefing saves busy executives, strategists, and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2019), "Advertising change: The effects of digital disruption on advertising account planning", Strategic Direction, Vol. 35 No. 7, pp. 37-39. https://doi.org/10.1108/SD-04-2019-0080