A history of planning

This article gives a brief overview of the history of planning, from the 1960s to 2010s, picking out key developments including landmark articles published in Admap magazine.

A history of planning

Merry BaskinBaskin Shark

When we say 'Account Planning', do we think of the principles, the practice, the discipline, the role, the department, the processes or the job title? There has never been a single model. For the purpose of this potted history, I am going with Paul Feldwick's concept of 'The Intellectual and Political Movement of Account Planning'. I start not with the founding of the first eponymous department, but with a new system of market analysis deigned to develop more effective advertising targeting and strategy.

This article is from the 50th anniversary issue...

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