There are numerous characteristics that make for a good account planner. Fortini-Campbell state that a person must possess intelligence, experience, strong observational skills, and judgment. The account planning group adds that account planners must have the skills to "conceptualize and think strategically. They must also be able to argue their viewpoint coherently. Being a team player and having a strong personality are also positive attributes. Ideally, an account planner candidate will have some experience in market research, brands, advertising and communications, and people management.