Retos de la profesión publicitaria: aportaciones desde la planificación estratégica

Abstract

In the current uncertain advertising context a change and a redefinition of the advertising business is clearly needed. One of the basic drivers for this change is that the consumer has become the centre of the communication techniques. In this sense, the contribution of account planners becomes crucial, because they are concerned with defending the centrality of the consumer in the advertising process. The aim of this paper is to reflect, first of all theoretically and secondly with an application to the professional reality, about the challenges of the advertising industry and how account planning can provide some guidelines on the necessary changes in this profession.