book
image  is a new collection of seminal
articles and papers published by The Copy Workshop and available at Amazon
or www.copyworkshop.com/bookshop.php. Already adopted by many leading colleges
and universities, it offers excellent source material on the history and practice
of account planning, for anyone interested advertising research and strategy.


Readings is organized into four sections:

  • Origins - Perspectives on the history of planning
  • Ideas - Key concepts for understanding the planning process
  • Toolbox - Techniques and skills that planners must develop to be successful
  • Future - How planning is changing in response to globalization, media proliferation, and agency evolution

The collection includes:

  • Malcolm Gladwell's legendary "Cool Hunt" and "Paco Underhill and the Science of Shopping", originally published in The New Yorker
  • Mike Hall's insight on measuring advertising effectiveness in "How Advertising Works"
  • "How I Started Account Planning" by Stanley Pollitt, a founder of the discipline
  • "Defining a Brand" by Paul Feldwick, former head of planning at DDB London
  • Alan Hedges' seminal "Testing to Destruction"
  • Wendy Gordon's comprehensive and insightful chapter, "A Review of Qualitative Methods" from her book, Goodthinking
  • Articles from cutting-edge practitioners John Griffiths, Scott Lukas, and Stephen Walker on the future ad planning
  • And more from Scott Bedbury, Merry Baskin, Lisa Fortini-Campbell, Alice Kendrick, Robert Lauterborn, John Heilemann, and Bruce Bendinger

 

By the way, Alice Kendrick of SMU, AAF's Distinguished Educator of the Year, has contributed seven excellent exercises to help students learn the principles of planning. If you teach, you are entitled to a free copy of the book.
(contact thecopyworkshop@aol.com.)

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