A new agency model

Simon Clemmow

The future of planning and the future of agencies are conjoined. Their future lies in the speedy execution of ideas with “real planning” at the heart of this process

One of the many seminal articles by the late, great Stephen King, co-founder of account planning, is titled 'Has marketing failed, or was it never really tried?' He identifies the failure of what he calls 'marketing department marketing', where the marketing department is simply bolted on to the standard company organogram and concerns itself with its own partial objectives, rigid processes and jealously-guarded techniques. He contrasts this with what he calls 'real marketing', which is a matter of harnessing all the company's resources to link what the customer wants with what the company is (or could be) uniquely able to provide, so that it can prosper by doing so.