[!]The Account
Planner Scam

You're certain, in your search, to run into an account planner or two. But listen carefully to what they have to say. Snappy things like "I'm going to be keeping my finger on the pulse of the market for the creatives." Or "I'm going to be an ombudsman for the consumer."

Hey! Wait a minute! Why do they need a specialist to look out for the consumer? Isn't everybody at the agency doing just that? Isn't that what ad gals and guys are supposed to eat, breathe and sleep?

SANITY ! CHECK
Some agencies try to "brand" their approach to creating ads. The account planner is just one example of how to create the pretense of a meaningful point of difference. Be entertained. But don't be fooled.