The Future of Advertising Agency Planners

Barry Reeve

This paper, first presented at the market Research society Conference 1992, looks at the history of account planning in advertising agencies, and defines its function. It examines the account planner's resources.
  

The Future of Advertising Agency Planners

Barry ReeveCentral Broadcasting Limited, London

DEFINING THE PLANNING FUNCTION

Defining the planning function within an advertising agency from outside is not the easiest of tasks – indeed, some commentators from within have confessed considerable difficulties.  It is not that there is a paucity of copy on the subject, much it by proponents of the planning concept.  The extensive reading list contains some of the most distinguished names in the advertising research industry  — Stephen King, Stanley Pollitt, John Bartle, Anne Wicks — who have all written with insight, clarity, advocacy and...

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