This document provides a history and definition of account planning. It begins by explaining how account planning originated in the 1960s at advertising agencies in London through the work of Stephen King and Stanley Pollitt. They sought to better incorporate consumer research and insights into advertising development. The role has since expanded beyond advertising to include other marketing functions. The document then provides a detailed overview of the various roles fulfilled by account planners, including market researcher, data analyst, focus group moderator, and more. It emphasizes that account planners are responsible for understanding consumers and applying insights to develop effective brand strategies and communications.