Account planning - has it a future?

John Bartle

A discussion of the development, present state and future prospects of account planning in advertising agencies.

Account Planning – Has it a Future?

John Bartle Bartle Bogle Hegarty

In a seminar devoted to big and broad-scale issues this topic sticks out like a sore thumb, specifically concentrating as it does on just one, relatively narrow, aspect of what we do – account planning. Or, more accurately, on how we do our account planning, via a separate account planning department.

Pity the poor account planners. All those years being questioned, pummelled and debated about while striving for recognition and then when (quite suddenly and quite recently) not only have they got recognition but 'flavour of...

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