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Unformatted text preview: CD: Creative Director: Can be a copywriter or Art Director. Need to be able to understand everything the account executive understands. Everyone must know how to write a memo/letter. Use spell check. Revise. You can lose business on typos. AP: Account Planner: Must be curious and unafraid to find out why people do things. Must be a great observer. Used to be known as researcher. Takes broad surveys and crunches the numbers back together. Media Planner: Need to be tuned into media forms. Need to see/notice/understand whats hip, whos doing what?, where are the opportunities? Category: Culture: Consumer: Content: Core Conflict:...
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- Spring '08