Tara Frabotta

Current

• Strategic Planning at Taproot Foundation
• Advertising Recruiter at Tara Frabotta Recruiting
• Brand Planner Mktg Chair at National Vietnam Veterans Art Museum

1 more...

Past

• Member at APG
• Account Planning Senior Cons. at Saatchi & Saatchi X
• Sr. Account Planner at Leo Burnett

2 more...

Recommended

8 people have recommended Tara

Connections

339 connections

Industry

Marketing and Advertising

Tara Frabotta’s Summary

Account Planning Thoughts...

The challenge is obviously that account planning is an ambiguous discipline for many. If you are a planner, chances are your family has no idea what you do. And, what you did in the 90’s and forward has evolved.

The Titles for Account Planners Are Varied & Confusing
We have a growing list of ways to call out the now umbrella discipline “Account Planning”; I.E. Strategic Planners, Brand Planners, Creative Planners, Insights Directors, Connections Planners, Culture Anthropologists, Brand Architects, Market Researcher (at times) and so on.

Planners Come In a Lot of Pretty Colors & Shapes
Outside of title we have to consider the various planning personalities. Are they an academic, artist, philosopher, pragmatic, etc. Are they opinionated (hope so), humble, competitive, chest pounding or a healthy debater?

“I Need an Account Planner” Is Not Enough Information for Me
Agencies, consulting firms or corporations need certain personalities and skill sets from their “Account Planners” based on internal culture, specialties and philosophy. The variance by client is huge and the dialogue must not stop at the simple request of an Account Planner or an Account Planning job. I need to know what account planner means to you. And, on the flip I need to make sure the planner digs what the employer finds planning to mean.

Tara Frabotta’s Specialties:

Tenacity, Moxy, Trend Watching, Connecting