The aim of this paper is to analyze the relationship between the Department of Creativity
and the Account Planning Department in Spain.
The planners are responsible to develop a deep research of the consumer with the
objective that this knowledge can serve the creative department to guide communication
and effectively reach the consumer. There are reviews on the specific sets and relationships
between the Account Department and Creativity, but we do not find any analysis which
provides information on the positive or negative interaction of the planners and creative.
Thus, to address this reality we have developed a double investigation. On the one hand,
we have chosen a quantitative research through a questionnaire to account planners who work in Spain from which were obtained 62 responses and a qualitative study from four
in-depth interviews with recognized creative
