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...