Advertising ideas and concepts are derived from the creative brief, which includes information about consumers, competitors, and the market. This is the responsibility of the:

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The account planner is responsible for analyzing consumer and market research, understanding the target audience, and developing insights that will inform the advertising ideas and concepts. This information is included in the creative brief, which the account planner creates and shares with the rest of the agency team. The creative director, media director, and account executive are all involved in the development and execution of the advertising, but the account planner is specifically responsible for gathering and sharing the research and insights that will inform the creative work.

Advertising Ideas and Concepts Are Derived from the Creative Brief