Introducing account planning - the practical issues

Discusses some practical issues about planning. The author regards the planning function as very necessary, suggesting that the need became most manifest during the 1970s, when agency services contracted under financial pressure and reduced the quality of agency thinking on clients' business.

Introducing Account Planning – the Practical Issues

Tim Davis Davis Wilkins Advertising Ltd

My credentials for speaking at a seminar on account planning are distinctly limited. I have never worked for one of the founder-member, full-blooded 'planning' agencies, and therefore may have some difficulty in satisfying the purists that I do really have a conception of what the function is all about and how – at its best – it can make a unique contribution to the process of developing effective advertising.

Nevertheless, I have recently formed a welcome connection with BMP in launching a new agency venture...

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