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Stageing a positive disruption allows axtl to act as condensation nucleus.

New viewpoints and content is produced that allows the creative team sharper focus. The cutting edge presentation can be judged by the client with increased confidence. Strong perspecives evolve from classical structures established in co-operation models in communication :. The client says: "My product", the account director says: "My client", the creative director says: "My campaign", and the account planner says: "My customer". This neatly illustrates that agencies with a focus on account planning - like across the line ltd.

While the creative forces rightly point out that they need the biggest possible freedom to solve a communication challenge, only very few clients are in a position to qualify and quantify this kind of urge to explore unchartered territory.

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This in turn leads to a reigning in of the presented idea and a down toneing of the entire campaign to a - form the viewpoint of the client - acceptable level. It is this procedure that turns one of the most fascinating team efforts into a tug of war between agency and client, ignoring the requirements of the conusmer in the process. We strongly believe that "thinking outside the box" can lead to award winning creative concepts but often overwhelms the client. Therefore, across the line ltd. In most cases the basic building blocs for the creative idea are already there although hidden and disguised.

Before "leaving the box" it is necessary to establish a solid plattform to launch from. An intense and critical look at the consumer is the basis of all account planning. There are numerous means to that end but no universally applicable recipes. Probably every account planner dreams of a client, who - as part of the development process - accompanies a carefully engineered qualitative market research program. Where are we? Why are we there? Where could we be? How could we get there?

The roots in media planning bind all acount planners to market research. In most Swiss companies qualitative research barely figures on their marketing plans; while market research companies in the UK have more creative names than your average Nike sneaker. A lot of account planning literature won't stop advertising the search for the "insight". This Means the ultimate piece of knowledge that unlocks the way the consumer functions and explains once and for all the motivation behind every purchase. This search for a "holy grail" might prevent very good communication based on relevant data often found much closer to home.

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It must be possible to organise the process in stages in order to build on ideas and concepts along the way. Due to its experiences with special formats of communication exhibitions, trade shows, brand environments across the line ltd.

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A branded environment confronts account planning with particular challenges. The consumer is part of a brand land or an exhibition stand over time; walking through and experiencing it with all his senses. To learn to anticipate the coonsumers requirements and wishes makes account planning in a multidimensional space especially challenging. Clients splitting their communication according to discipline, channel or medium create the biggest obstacle "in house" preventing integrated communication and cross media campaigns.


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The building structure of a brand is not obvious and barely two brands have an identical blueprint. While across the line ltd. Focussing is a competitive advantage. These are specialists we enjoy working with and seamlessly integrate into a high powered collaboration model according to the specific needs of the client. It is one of the most thrilling challenges to interlink these specialists.

Across the Line

This turntabel function epitomises the thinking behind collaboration and the basic aim of account planning. An unexpected encounter with Mundir, an unwanted and stubborn Palestinian hitchhiker, leads Hananel on a series of mix-ups that eventually teaches him a lesson in communication, friendship and love. Be a Member. I read and agree to the Terms of Use and Privacy Policy. Password Repeat Password.

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