Above and Beyond Advertising Planning

Although account planning has been in existence for over 30 years virtually all activity has been in the area of advertising.

Above and Beyond Advertising Planning

John Griffiths

Account planning has been in existence for over 30 years, and despite the different styles typified by advertising agencies such as BMP and JWT that have been so instrumental in its development, there is now an accepted core of theory and practice.

However, virtually all of this lies in the area of advertising. In the last ten years the majority of the top 20 direct marketing, sales promotion and design agencies have either started an account planning department, have a planning director on the board, or claim to offer planning as one...

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