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Overview
From the late 1960s, advertising agency account planners helped to develop long-running advertising campaigns that went on to build well-known household brands that we still use today. It was a golden era of advertising, partly because the campaigns seemed to connect with consumers so well. But who were the account planners who helped to develop these campaigns and build these brands?
In 98% Pure Potato, the untold history of those real-life men and women is revealed through insights and anecdotes from some of account planning's most revered pioneers: David Baker, John Bruce, David Cowan, Lee Godden, Christine Gray, EV Jenkins, John Madell, Jane Newman, Jim Williams, Roderick White, Paul Feldwick, Jan Zajac and many more.
Industry experts John Griffiths and Tracey Follows trace the true beginnings, rise and evolution of the discipline that came to be known as 'advertising account planning', uncovering how the UK's most iconic campaigns came to be, and exploring what challenges and opportunities lie ahead.
This is the enlightening history of how a fundamental part of advertising practice came out of the UK, as well as an instrumental guide for anyone working or hoping to work in the advertising industry today.
Product Details
| ISBN-13: | 9781999620301 |
|---|---|
| Publisher: | You Make the Meaning |
| Publication date: | 09/30/2022 |
| Edition description: | Large Type |
| Pages: | 382 |
| Product dimensions: | 6.14(w) x 9.21(h) x 0.79(d) |
About the Author
JOHN GRIFFITHS has been an account planner for most of his career. He was one of the first planners to work outside a pure advertising environment in the 1990s as integrated communications came to the fore. He founded the consultancy Planning Above and Beyond and also commonly writes on the web about planning issues. He continues to be interested in documenting the oral history of how planners work and share their ideas.
TRACEY FOLLOWS is an advertising professional with over 20 years' experience working in agencies and client-side, creating brand advertising for the likes of Cadbury's, O2, easyJet, BT, T-Mobile, Canon, and John Lewis. Tracey is the Chair of the APG (Account Planning Group) which is the industry-recognised community for advertising strategists and planners. Most recently Tracey held the position of Chief Strategy Officer at JWT, one of the two agencies credited as being the birthplace of planning, and has previously held senior positions at, or been a client of, some of the UK's most famous ad agencies including BBH, Saatchi & Saatchi, AMV, VCCP and Lowe. She also sits on the Exec of WACL (Women in Advertising and Communications London).
Table of Contents
Foreword John Bartle xv
Introduction - how we came to write the book (and what it has to do with potatoes) 1
The gallery - an introduction to our interviewees 5
Chapter 1 The context
Account planning nears 50 - pause for thought 15
Dear reader: what you need to know before venturing further 24
The UK advertising scene at the start of the 1960s 35
Why does account planning start in the UK? 46
Chapter 2 Beginnings
From research to response 50
The Pritchard Wood experiment 62
Stanley Pollitt 69
Boase Massimi Pollitt 75
Stephen King 85
J. Walter Thompson 92
The end of the beginning 100
Chapter 3 In which we introduce the cast
The first hires at BMP ('Stanley's Strawberries') 102
The second wave of planning hires at BMP 110
The first planners at J. Walter Thompson 117
The second wave of planning hires at J. Walter Thompson 124
The godfathers of planning - the influence of John Webster and Jeremy Bullmore 133
The cast assembled 139
Chapter 4 The professionalisation of planning
Doing due diligence 142
The role for advertising 148
Choosing creative ideas 154
Demonstrating effectiveness 158
Brand effects 165
Working with clients 172
Briefs and creative briefing 179
Pitching for new business 184
Using research 189
Left brain, right brain, and the higher powers 199
Finding and training planners 208
Managing the planning function 215
Creating culture or keeping departments inspired 220
'Descent from Olympus': starting up account planning elsewhere 227
The professionalisation of planning 235
Chapter 5 Where does account planning go from here?
Is planning for life? 238
What happened to planning from 1980? 241
The challengers: how the original models were challenged and changed 253
Where to now? 262
Talent: nature and nurture? Where to focus: upstream or downstream? 268
Creative briefs: experimentation versus effectiveness 272
Consumers: humanity versus technology 277
What is planning for: consultancy or culture? 283
Planning for the future 286
Appendix
What was your career high point? 289
What do you wish you had done differently? 293
Is digital and social marketing a whole new game or more of the same? 295
What advice would you give a junior planner on their first day? 301
What questions would you ask today's planners? 304
Do you ever stop being a planner? 308
What are you doing now? 313
Who was the best planner you ever worked with, and why? 317
Postscript 325
Timetable 332
Photos 336
Bibliography 340
Acknowledgements 342
Index 343
Supporters 348