Where to next? Account planning at 40
John Griffiths
Account planning is in its 40th year. The discipline that originally detached an individual from the advertising development production line in order to improve the quality of the work has evolved into a worldwide movement.
After 40 years, planning is still recognisable in terms of what it delivers. It has moved from a department in just two agencies to a body that numbers over a thousand in London, reportedly 10,000 in the US, and perhaps another couple of thousand through the rest of the world.
From its origins in advertising agencies,...