The future of strategy: Account planning's legacy
Paul Feldwick
Paul Feldwick examines the account planning discipline in its contemporary form 'strategy' - as a name, as a way of structuring an agency, and as a way of thinking - highlighting three basic principles as relevant today and in the future as they were fifty years ago.
The Future of Strategy
This article is part of a collection of articles on the future of strategy. Read more.
It's nearly fifty years since an internal memo at JWT, then London's largest ad agency, announced the creation of the 'Account Planning...