Account Planning: how far have we come in 20 years?

Anne Wicks

A summary article by the chairman of the Campaign/Admap seminar 'Account Planning: organisational breakthrough or disruptive empire-building?', October 1985.

Account Planning:

How far have we come in twenty years?

Anne WicksGrandfield Rork Collins

Account planning has come a very long way even since the IPA Conference in 1980 when I was asked to convene a session on account planning on the basis that the committee organising the Conference felt that the industry needed to have an explanation of what it was. I carried out a small survey for that Conference and established that only 8 of the top 20 agencies had a planning department. Now, by the end of 1985, over half of the top 50 make...

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