While account planning as a discipline has existed in advertising agencies for decades, research related to account planning has been somewhat limited – particularly research focused on account planning education. Existing research in this area has focused on broader issues related to account planning education, with less focus on the in-classroom experience. This commentary shares the views and experiences of two relative outsiders – an academic teaching an introductory account planning seminar and a professional account planner entering academia. It seeks to initiate conversation and investigation about the role of in-classroom experience on preparing students for careers in account planning.
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