Account planning: back to the future

Paul Feldwick

The article describes the founding of account planning 40 years ago, independently by Stephen King (JWT) and Stanley Pollitt (PWP, later BMP).

Account planning: back to the future?

Paul Feldwick

Account planning began in two London agencies over 40 years ago. As most people working in advertising or marketing today were not even born in 1968, it is worth remembering that not only were there no PCs then, there were not even pocket calculators; that while the internet did not exist, neither did colour TV in the UK. But no changes since then have perhaps been as important for the advertising world as the two big shifts in ad agency structure: the virtual disappearance of the commission system, and the total separation...

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