Broadening the concept of account planning

Peter Doyle

This article, based on a presentation to the Account Planning Group 1985 One Day Event, discusses the concept of account planning.

Broadening the Concept of Account Planning

Peter Doyle University of Warwick

Planning as a distinct agency function emerged in the late 1960s. It was an effective response to three key issues of that period. First, agencies needed a mechanism for effectively utilising the explosion of information about how consumers bought and used brands, in formulating their advertising proposals. Second, clients became more professional at marketing. Marketing departments expanded during this period and, as a result, the general advice and marketing of expertise of agencies became less valued by clients. Third, agencies were under pressure from clients...

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