Planning is over four decades old, and features in every type of communications agency. It is still recognisable in what it delivers - namely, an improvement of the quality of advertising - and the twin strands of strategy and optimisation, as originated by Stephen King at JWT and Stanley Pollitt at BMP, remain essential.
Where to next? Account planning at 40
Account planning is in its 40th year. The discipline that originally detached an individual from the advertising development production line in order to improve the quality of the work has evolved into...