The Best Laid Plans: Insights from the APG Creative Strategy Awards 1993-2007

This paper outlines key findings from gold-winning entries to the Account Planning Group's biennial Creative Strategy Awards between 1993 and 2007, and is based upon the APG's recently published book of these entries, The Gold Standard.

The Best Laid Plans: insights from the APG Creative Strategy Awards 1993-2007


Since the foundation of the discipline under Stephen King and Stanley Pollitt, account planning has become an integral part of almost every advertising campaign.

While the discipline has undergone a significant evolution, in line with advancing technology and changing consumer behaviour, it still requires the same degree of originality as the best creative work, and an equal rigour as a targeted media plan, alongside the additional dimension of establishing the overall parameters for communications.

The UK's Account Planning Group, which was founded in 1979 and has...

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