Diffusion of account planning in Indian ad agencies: an organisational perspective
Padmini Patwardhan and Hemant Patwardhan
Winthrop University
Falguni Vasavada-Oza
Mudra Institute of Communications
Introduction
Pioneered in British agencies in the 1960s as an agency activity providing research-based consumer insights, account planning is widely recognised as contributing to the success of ad campaigns (Baskin 2001; Blais 2003). Key phases of the campaign process – strategy generation, creative development and campaign evaluation – all stand to benefit from account planning inputs (Morrison & Haley 2003). Advertising practitioners in the West believe that planning provides ad agencies with a ‘thought...