TY  - JOUR
AB  - The purpose of this paper is to provide an overview of account planning by tracing its origins, development and role from its genesis to its current status. Account planning grew out of dissatisfaction with advertising agencies’ ability to meet the challenges they were facing in the early 1960s. It started out by combining elements of research and strategic planning to inform creative development and to provide the guidance and direction needed to use consumer insight to drive successful creative solutions. Since those early beginnings, a changing advertising environment has fuelled account planning’s exodus as it has been adopted internationally and by marketing communications fields that extend beyond advertising. While the paper brings us to the current day, account planning continues to evolve. It is expected that the trend of adoption by a range of marketing communications specialist agencies will persist but that a new account planning “revelation” will be in the form of independent strategy consultancies and increased client activities.
VL  - 21
IS  - 7
SN  - 0263-4503
DO  - 10.1108/02634500310504250
UR  - https://doi.org/10.1108/02634500310504250
AU  - Baskin Merry
AU  - Pickton David
PY  - 2003
Y1  - 2003/01/01
TI  - Account planning – from genesis to revelation
T2  - Marketing Intelligence & Planning
PB  - MCB UP Ltd
SP  - 416
EP  - 424
Y2  - 2024/05/05
ER  -