Point of view: Planning's genesis

This article explores the roots of planning, looking at best practices from the past and considering what impact simple questions might have on today's planning.

Point of view: Planning's genesis

John GriffithsPlanning Above and Beyond

Account planning is nearly half a century old. The story of how it came to be is held by two agencies: J. Walter Thompson and Boase Massimi Pollitt. Twin founders Stephen King and Stanley Pollitt wrote papers about what account planning was, why it was important and how it should be done. Papers which are widely available, though rarely read by today's practitioners.

Which was why it seemed a good idea, while we had the opportunity, to interview more than 20 of the earliest planners working in JWT, BMP...

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