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The account planning discipline practised in advertising agencies is a central element of a formal system for planning advertising campaigns on behalf of clients. Precise definitions are hard to find, but it is an intellectual process, to exercise quality control. The present study builds on another by the same researchers, which analysed the principles and practice of account planning from the advertising agency perspective. Its objectives were to: determine its role in the development of clients’ advertising campaigns; examine the working relationships involved; assess clients’ expectations and satisfactions; and evaluate its impact on current and future marketing planning. It was found that propensity to take advantage of agency account planning expertise ranged along a spectrum from high to low. High‐propensity clients exhibited a natural predisposition to co‐operation and collaboration, sought the agency’s planning input from the start, and believed in direct involvement with both planners and creatives. Low‐propensity clients regarded control as paramount, and therefore preferred co‐ordination to collaboration.

Account planning as a discipline has been somewhat obscured from academic view. In practice, it has played a significant role in the development of the marketing communications (especially, advertising) industry although it has been adopted in varying forms and with differing emphases. It has been misunderstood by many. This paper offers a summary of the insights gained from the papers contained in this special issue of Marketing Intelligence & Planning; papers that represent many years of experience in the field; papers that are a mix of academic and practitioner perspectives. Collectively, they describe this faintly mysterious discipline more completely than any other published source of which we know. What is clear from the papers is the absence of any agreed succinct description or definition of what account planning should be in the current and anticipated future marketing communications environment. This paper attempts to remedy this situation by proposing a definition of account planning derived from this collective work which others may wish to accept, develop, repudiate or (best of all) debate.

To reflect on the stewardship of Marketing Intelligence & Planning (MIP) over the past 25 years with special attention to the purpose and mission of the journal.

A viewpoint contribution from the past, present and future editors of MIP, with considerations of the journal's focus, scope and rationale.

The requirement for academic research in marketing to be relevant to the practise of marketing is just as great as it was when the journal was founded.

Considered advice for contributing authors – especially those at or near the beginning of their academic careers.