Account Planning Moves Up Its Forces

John Wolfe

The acceptance and development of account planning in the U.S. after 1982 as a new discipline to create better, more effective advertising.

Account planning moves up its forces

John Wolfe

When it landed on the shores from Britain in 1982, account planning struck skeptical executives as little more than the plain old research department maybe dressed up and perhaps a little trendier. Call it planning or research, you still dig up facts and opinions about the market, and then report what you learn. So, what's new?

And some agencies still view it that way.

Now, a dozen years later, there are plenty who have tried it and liked it. Some of them will tell you it could be the hottest thing to...

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