APG
- Nov 8, 2016
- 5 min
APG West | Perspectives in Planning
At the beginning of his talk last week, Mark Hancock, head of planning at The Real Adventure, noted the habit former Tesco CEO Terry Leahy had of interrupting any executives who offered him an opinion. Before they could tell him what they think, Leahy would say, they should first tell him what they know. Knowledge was a big theme throughout all the talks. So too it’s more confident cousin, truth. For Leahy’s phrase neatly summed up everything planning should be: an authentic
APG
- Apr 2, 2001
- 4 min
What is Account Planning?
(and what do Account Planners do exactly?)
It has been over 30 years since the first account planner walked the earth. Since then account planning has developed into a job function that exists not only in the advertising agencies but in client marketing departments, direct marketing agencies, design consultancies, PR firms, media independents et al. It has long since existed outside its London, England birthplace, extending to the US and Canada, Hong Kong, Australia, Scandinavia, Chile, Brazil, Europe, even China. And
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