According to Fortini-Campbell, there are five main roles that an account planner must fulfill; First, they must discover and define the advertising task. They have the job of organizing information about the consumer and the marketplace from every possible source, including the client and agency data and secondary research. Second, they prepare the creative brief. The creative brief is the tool that the creative department uses to conceptualize ads. Another main purpose of the brief is to define the proper positioning of a brand. Third, they are involved in creative development. During creative conceptualization, it is the account planner's duty to represent the consumer. They may also interact with the creative department through the sharing of initial consumer responses to ad ideas or advertising approaches. Fourth, they must present the advertising to the client. The planner informs the client of "how and why a consumer will react to advertising." Finally, they track the advertising's performance. Through their follow-up research, account planners track reactions to the ads in the actual marketplace and provide Creatives with additional information.