Planning for Good: US Account Planning at 25
Geoffrey Precourt WARC Online
Twenty-five years ago, when Jay Chiat imported the practice of account planning to the United States, the welcome was not always warm. Account people genuinely seemed worried that someone was going to take a golf club out of their hands; writers and art directors resented someone having the authority to look over their creative shoulders; and research departments —where they existed—were more than a little bit taken aback that someone—anyone—could be presumed to have the smarts they thought were their own proprietary turf.Jane...