TY  - JOUR
AB  - In Australia, advertising agencies have partially embraced the UK‐originated account planning philosophy. In an exploratory study, six senior account planning directors were interviewed to gain insights into account planning in Australia. It appears that the scale and nature of the Australian advertising industry militates against full acceptance of the UK model. Indeed, the UK model has met resistance from several areas. It was further found that the expectations of the planners’ role probably exceed the individual’s capacity to deliver on that role. Hence, the outlook for planning other than for a small group of “true blues”, to use the Australian argot, may have limited success in Australia.
VL  - 21
IS  - 7
SN  - 0263-4503
DO  - 10.1108/02634500310504322
UR  - https://doi.org/10.1108/02634500310504322
AU  - Butcher Ken
AU  - McCulloch Rod
PY  - 2003
Y1  - 2003/01/01
TI  - A lack of true believers in the account‐planning discipline in Australia?
T2  - Marketing Intelligence & Planning
PB  - MCB UP Ltd
SP  - 473
EP  - 479
Y2  - 2024/05/08
ER  -