This document provides an overview and definition of the role of an account planner. It discusses how account planning originated in the 1960s through the work of Stephen King and Stanley Pollitt who sought to better integrate consumer research into advertising development. The role has since evolved from its origins in advertising agencies to encompass a variety of functions across marketing departments. An account planner fulfills roles like market researcher, data analyst, focus group moderator, and strategic thinker to help apply consumer insights to communications development and ensure marketing decisions are grounded in consumer understanding. The ideal account planner is skilled in both quantitative and qualitative research methods.