Admap classic: the anatomy of account planning

This article is a reprint of a classic paper by Stephen King, first published in 1989, which describes how account planning developed at JWT (with a focus on marketing and strategy, and what a consumer's response to a brand should be) and BMP (where the emphasis was on research to refine and improve each communication).

Admap classic: the anatomy of account planning

Stephen King

Tracking account planning is rather like counting a mixed batch of tropical fish. You think you see patterns, but they've all changed by the time you've finished counting.

There's little doubt about...

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