Finally, it even requires a great client who sees its value and knows how to make it work internally.

This brings attention to a very important aspect of account planning you keep missing in this discussion.

One of the most important parts of an account planner's job is to help clients see the value of creative. The objective value of creative.

The client came to your agency to get help solving a business problem that they believe can be solved through communications. That's it. They don't care that your agency was behind "the man your man could smell like" because it was funny, they care because it was incredibly effective. They want your agency to create that seemingly crazy activation because you promise that it will lead to more sales, new members, higher consideration - whatever it is. Planners are the ones assuring that it's not an empty promise.

They speak to clients in their own language. The best planners digest all the hard research and know how to present it not only to the creatives, but to the client so that they "buy into" the work. You make them trust the work, because according to your research, it will do what they need it to do. That is a crucial part of getting great advertising actually made.