Tests ahead for account planning

Steel, Jon
September 1999
Advertising Age;9/20/1999, Vol. 70 Issue 39, p36
Trade Publication
This article focuses on account planning in advertising. A number of problems stand in the way of planning's continued growth in U.S. agencies, some created by planners themselves and others as the result of false expectations imposed by agency management and clients alike. Planners can surely help address these problems, but they cannot do so alone. An agency's philosophy on effectiveness, and its willingness to listen to opinions other than those of its creative director, are much more likely to affect performance than the contribution of a new planner, however accomplished that planner may be. Planning should be trying to advance the industry's knowledge of how advertising works and how new methods can help it work better. Instead, they gather once a year like schooling fish, with safety in numbers, to complain about how misunderstood they all are. And with such an isolationist stance, the discipline will continue to be misunderstood.


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