Dear MxM by Jaisurya Das: Is account planning relevant any longer?

20 Jul,2017

By Jaisurya Das


Ladies and Gentleman, Welcome back to yet another edition of Dear MxM!I seriously wonder if there is any merit in account planning in today’s context of ever morphing audiences? Am afraid I don’t think so!

To plan would be folly. To listen is the crux…

What is critical today is the deep understanding of who your potential customer is and how he thinks. What triggers his flirtatious buying behaviour and what makes him tick…

#BrandTQ as I call it is the need of the hour. What is your brands Titillation Quotient ? This is the number the audience is seeking today.

Do not waste your energy into learning prophecies of a past that has ling gone by…!

Yes, the sermons over and done with! Here’s a quick look at our readers concerns…


Sir, how tough is it to make it horizontal shifts in organisations. For instance, move from client service to account planning? I am gong to be graduating next year and I don’t know which stream to select at my placement stage. Please advise.

To be honest, geometry was my weak point so am not sure If even understand horizontal and vertical beyond lines being drawn quite unnecessarily for an exam…

Jokes apart, yes this shift is possible and I know of several senior account planning professionals who have their roots in client servicing. Yet, if you ask me, the account planning function today is not significant any longer.

Marketers are grappling with audiences that are morphing by the hour and planning in itself is irrelevant in such a marketplace. I urge you to focus your energies on deciphering audiences and the way the human brain functions in the current context more than anything else.


I find that in the name of equal representation, women get preferential treatment in the media, and this often leads to an unequal status for men. So men are the weaker section in the media. What is your view?

Now, that sounds like a typical MCP view to me! What preferential treatment are we talking about.

If this is about the #periodleave that organisations have adopted, then you can are looking at this through a skewed prism.

I have been in media for over three decades now and I don’t see where women are being singled out for preferential treatment.

Stop confusing human anatomy with preferential treatment for god’s sake!


I hear that the media is facing tough times because of demonetisation and now GST – in terms of advertising. Is this true? So do you think it’s the right career to be in?

Yes, media is going through a rough patch, though am not convinced that all this is because of demonetisation and GST rollout. Yes, this has impacted a few sectors like real estate but this is also working towards greater transparency.

I am no fan of any particular political party or government, but I sincerely believe that it is prudent to give reform in governance time to prove its mettle.

Critics we will always be but at some point of time one must realise that good governance comes from a lot of strife and change….


On this note of promise, let me leave you to ring in the weekend. Do take good care of yourselves and keep yourself well protected from the fury of the rain gods!  Till we meet again then, It is me, #JD saying Sayonara and God Bless You All!


Jaisurya Das, maverick and media evangelist eats, sleeps and makes love to brands. His consulting interventions are aimed at making brands powerful and sustainable. He is also the Contributing Editor of MxM India and Co-Founder of For more on his work visit views expressed in this column are his own.

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