Account planning: current agency perspectives on an advertising enigma

The account planning 'philosophy' of creative advertising development has been hyped on both sides of the Atlantic for more than 30 years yet there is still little agreement on what exactly it is and what contribution it has made.

Account planning

Current agency perspectives on an advertising enigma

Christopher E. HackleyThe University of Birmingham

To nonadvertising people it may be hard to imagine why an arcane advertising management philosophy can generate heated and often angry...