The Anatomy of Account Planning
Stephen KingWPP Group
Tracking account planning is rather like counting a mixed batch of tropical fish. You think you see patterns, but theyve all changed by the time youve finished counting.
Theres little enough doubt about its growth. Today most of the top UK agencies have planning departments and most of the recent new UK agency Weves have them built into the letter heading (at least one of Beagle, Bargle, DAnnunzio, Twigg and Privet will be a planner).
Yet the current approach of agencies varies between the integral and the non-existent. Its impossible to...