Account planning: 40 years of the revolution
Roderick White
This articles introduces Admap's report on account planning. Account planning itself can be said to involve identifying a desired consumer response and ensuring, through research, that it is delivered. Two strands developed in the account planner's role: strategic (Stephen King at JWT) and fine-tuning for the advertising (Stanley Pollitt at BMP). As planning has matured and spread among agencies, its original thrust - in both aspects - has been watered down as a result of changes in the demands of creative teams, the reorganisation...