APGS adopts job description for strategic planners
At the 3rd Annual General Meeting of the Association of Strategic Planners in Switzerland (APGS), the activities of a planner were defined and four new members were admitted.
At the 3rd Annual General Meeting of the
Association of Strategic Planners of Switzerland (APGS), a job
Description for the activities of the planner: Accordingly
the strategic planner "an important success factor in the creative process
and in brand management. He works as a catalyst in the team of
agency specialists from consulting, creation and media and presents the
interface to the marketing strategy of the advertising client." To
APGS's tasks include ensuring that the strategic planner Consumer
insights and analyzes market data, positions brands and
brand messages defined. It is also part of the specifications,
to explore contact points for brand experiences, to prepare the briefing for
and to inspire and channel creation.
The planner should also manage brands coherently and sustainably and
create emotional market values.
The APGS distinguishes this role from other functions: "Unlike the
market researcher, the strategic planner is in a position to turn bare
figures to draw communicatively relevant conclusions, so-called
Consumer insights, i.e. tracking down previously undiscovered truths,
that consumers can associate with a brand. Unlike the
management consultant, the strategic planner is in a position to develop concrete
to initiate measures to make brands an emotional experience.
in practice and thus create measurable added value.
create."
They were looking for a joint appearance that would be visible to the outside world.
Cary Steinmann, APGS President, explains the reasons for the
Adoption of the job description. "The first step was to get
we have as many different definitions of our work as we have
have members. The present version is a condensate behind which
the Board of Directors and all members can stand by." However, there was no
There was no dispute about methods, Steinmann assures us.
Four new members were also elected at the Annual General Meeting.
recorded: Simone Raubach (Lowe), Mirko Paci (Publicis), Eirik
Langaas (AY&R) and Caspar Coppetti (AY&R). The APGS comprises
thus now 26 members.
Association of Strategic Planners of Switzerland (APGS), a job
Description for the activities of the planner: Accordingly
the strategic planner "an important success factor in the creative process
and in brand management. He works as a catalyst in the team of
agency specialists from consulting, creation and media and presents the
interface to the marketing strategy of the advertising client." To
APGS's tasks include ensuring that the strategic planner Consumer
insights and analyzes market data, positions brands and
brand messages defined. It is also part of the specifications,
to explore contact points for brand experiences, to prepare the briefing for
and to inspire and channel creation.
The planner should also manage brands coherently and sustainably and
create emotional market values.
The APGS distinguishes this role from other functions: "Unlike the
market researcher, the strategic planner is in a position to turn bare
figures to draw communicatively relevant conclusions, so-called
Consumer insights, i.e. tracking down previously undiscovered truths,
that consumers can associate with a brand. Unlike the
management consultant, the strategic planner is in a position to develop concrete
to initiate measures to make brands an emotional experience.
in practice and thus create measurable added value.
create."
They were looking for a joint appearance that would be visible to the outside world.
Cary Steinmann, APGS President, explains the reasons for the
Adoption of the job description. "The first step was to get
we have as many different definitions of our work as we have
have members. The present version is a condensate behind which
the Board of Directors and all members can stand by." However, there was no
There was no dispute about methods, Steinmann assures us.
Four new members were also elected at the Annual General Meeting.
recorded: Simone Raubach (Lowe), Mirko Paci (Publicis), Eirik
Langaas (AY&R) and Caspar Coppetti (AY&R). The APGS comprises
thus now 26 members.
