A study by the University of Navarra, published by the association Española de Agencias de Agencias de advertising PHOTO: Manuel Castells

The association Spanish Agencies advertising (AEAP) has published a study by the Pamplona researcher Cristina Sánchez Blanco, graduate "status of Strategic Planning in Spain". The work, fruit of the doctoral thesis defended by this professor of the School of Communication of the University of Navarra, sample a vision of the state of the planning and of the status of the professionals dedicated to this activity in Spain, a figure, that of the planner, that every time becomes more and more relevant in the industry.

The work works with the definition of the planner as a new researcher who works alongside account executives, acting as their own "conscience" and whose mission statement consists of representing the consumer within the agency. He performs this function by becoming an effective link between the advertising research and the creative development .

The main objectives of the study are to define the figure of the planner, specifically in their profile, their work and the relationship they maintain with the rest of the participants in the commercial communication process. One of the main conclusions is that "this recent discipline is developing rapidly and surely, as more and more companies are now employing a planner, a professional who is recognized by advertisers and who provides added value", according to the author.

To carry out the work, Cristina Sánchez Blanco relied on the partnership of 62 strategic planners from different types of agencies advertising and marketing, media agencies, consulting firms and freelancers. All of them received an online questionnaire , whose answers constitute the core of the study. The thesis was directed by Xavier Bringué, professor at School de Comunicación.

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