How to use research to develop campaign ideas

Merry Baskin introduces her article by reviewing the work of the account planner since the early 1980s when it was still a novelty.

How To Use Research To Develop Campaign Ideas

Merry BaskinBaskin Shark

When I worked for Chiat/Day in the early 1980s, account planning was still a novelty British import. My boss, Jane Newman, used to explain to wide-eyed new business clients...