Account planning comes of age

Dan O'Donoghue

This bullish article considers how account planning has fared over the past decade. It has increasingly concerned itself with effectiveness, and thereby has regained the confidence of clients.

Account planning: the state of the art

A new, central and decisive place in the way agencies do business?

Dan O'Donoghue

This seminal article briefly considers how planning has fared over the past decade, and its profound influence on UK ad effectiveness studies. However it touches on the planners' pivotal new roles more important; closer to the creatives; valued and paid for by clients. Key issues: the planning concept has finally jumped frontiers, notably to the USA, whose multinational advertisers will demand planning worldwide. Most controversially, the planners' media advice may end the bargain basement values of...

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