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| History | Account Planning was a concept
unknown until the late 1960's. Thirty years ago tow men Stephen King
of JWT and Stanley Pollitt of BMP, simultaneously desired alternative methods
to the normal activities in the advertising agencies.
King developed a new system
called the Target Plan (T-Plan) that concentrated on combining consumer
research and insights to create more effective, creative advertising.
Pollitt simplified the duties of account management by supplying a side
man, an account planner. He would be competent in market research
and write the creative brief.
The title was coined by Tony Stead at JWT. By simply combining media
planners and account people, hence the emergence of the term account planning.
Relevant terms are strategic planner or brand planner.
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