What is Planning?

Ahh the classic ‘what is strategy?’ question. I’ll answer this question in 3 parts if I may – what strategy is, what good strategy looks like and, finally, why it’s important.

The first question…what is it?

Strategy itself can quickly get very complex and bloated; businesses use jargon and buzzwords that obfuscate. And definitions of strategy are no different.

But just as a good strategy finds clarity in amongst the chaos, so sho...

All the best strategists I know have something in common. They are interested in lots of things. All kinds of things...

It all boils down to one word for me: People. If you’re interested in people then this’ll be a really interesting career for you.

Stephen King of JWT and Stanley Pollitt of BMP are the undisputed forefathers of account planning. In separate agencies, but at pretty much the same time, they started a revolution in the advertising world which has spread from the UK to other countries and from ad agencies to management consultancies, direct marketing, PR, design and client research departments.