Account planning on the client side

Client-side planning looks like it is here to stay, and must prosper if brands are to continue to grow.

Account planning on the client side

Michael Harvey

It's 40 years since account planning was created by Stephen King and Stanley Pollitt, and I think we'd all agree it's pretty well-established now in the advertising world. However, the concept of exchanging the traditional 'Research Department' for a function that's far more useful to the main purpose of the enterprise (which is in essence what the invention of account planning was about) is just in its infancy on the client side and, interestingly, it's facing some similar issues to planning in its early days in advertising.



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