Account planning and the client relationship

Account planning has brought research out of the back room in agencies and made it a `line' rather than a `staff' function.

Account Planning and the Client Relationship

Leslie Butterfield Abbott, Mead, Vickers/SMS

Planning has brought the research function out of the 'backroom' and made it very much a line function (as opposed to a staff function) within the agency. I am sure most people are familiar with this distinction – essentially it is a way of describing an organisation structure within a manufacturing company as comprising two elements: those departments or functions, such as 'goods in', the production area itself, despatch and so on, that are directly a part of the production 'line'; and those departments essentially...

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