This paper seeks to identify the contribution of other disciplines in the work of the account planner in developing marketing communications strategies and attempts to answer the question: What sources of knowledge influence the thinking of advertising account planners? Thus, in-depth interviews were conducted with 18 advertising account planners in the cities of Bogota, Medellin, and Cali. One of the most significant findings was the need for account planners to do postgraduate studies that allow them to access knowledge from other disciplines to understand consumers in a holistic way. It was found that this type of professional advertising emerged in Colombia empirically and has been working to build an epistemology only since 2006.