The enduring relevance of JWT's 1974 Planning Guide

Josh Bullmore, chief strategy officer at Leo Burnett and Rachel Mercer, former CXO at Proto and former head of strategy at R/GA join WARC's Lena Roland to discuss the JWT's Planning Guide's continuing relevance, half a century later.

Where to listen

Timestamps

02:47 – How did you first discover the planning guide? 07:31 – The frameworks about how to build a brand are incredibly relevant to modern marketers 50 years later, does this surprise you? 12:06 – Agency-client relationships 17:40 – Highlighting the most important frameworks, the planning cycle, the four Cs, and the four Ps 27:52 – Are young marketers reading this guide? 32:20 – Other marketing essentials37:16 – If you were writing...

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