A Master Class in Brand Planning (PDF)

Introduction. About the Book: How it Happened. Acknowledgements. About the Contributors. PART I: PLANNING: ROLE AND STRUCTURE. 1 Who Do You Think You Are? (Malcolm White). 1.1 The Anatomy of Account Planning (Stephen King). 1.2 The Origins of Account Planning (John Treasure). 1.3 How I Started Account Planning in Agencies (Stanley Pollitt). 2 How Brands and the Skills of Branding have Flowered (Rita Clifton). 2.1 What is a Brand? (Stephen King). 3 The Price of Freedom is Eternal Vigilance (Rory Sutherland). 3.1 Advertising: Art and Science (Stephen King). 4 The Market's Evolved, Why Hasn't Planning? (Merry Baskin). 4.1 Strategic Development of Brands (Stephen King). 5 Learning and Improvement, Not Proof and Magic Solutions (William Eccleshare). 5.1 Improving Advertising Decisions (Stephen King). 6 The Media Planner's Revenge (Marco Rimini). 6.1 Inter-media Decisions: Implications for Agency Structure (Stephen King). PART II: PLANNING: CRAFT SKILLS. 7 A Revolutionary Challenge to ConventionalWisdom (Paul Feldwick). 7.1 What Can Pre-testing Do? (Stephen King). 8 FourWisest Principles You Will Ever Read (Simon Clemmow). 8.1 Practical Progress from a Theory of Advertisements (Stephen King). 9 JWT's Debt to Stephen King (Guy Murphy). 9.1 In Pursuit of an Intense Response (Rosemarie Ryan and Ty Montague). 9.2 Advertising Idea (Stephen King - from JWT Toolkit). 9.3 JWT Engagement Planning in China: The Art of Idea Management (Tom Doctoroff). 10 Short-Term Effects may be Easier to Measure but Long-Term Effects are More Important (Tim Broadbent). 10.1 Setting Advertising Budgets for Lasting Effects (Stephen King). PART III: MARKET RESEARCH. 11 A Theory that Built a Company (Mike Hall). 11.1 Can Research Evaluate the Creative Content of Advertising? (Stephen King). 12 The Great Bridge Builder: Searching for Order out of Chaos (Creenagh Lodge). 12.1 Advertising Research for New Brands (Stephen King). 13 You Can't Make Sense of Facts until you've Had an Idea (Kevin McLean).

Stephen King was a genuinely original thinker. He began his
career in JWT (J. Walter Thompson) in London in 1959, retired from
the agency in 1988 and spent the next 4 yeas at WPP. In addition,
he spent 7 years as a director of the Henley Centre and was a
Visiting Professor of Marketing at the Cranfield School of
Management. During his career, he pioneered an entirely new
organizational structure to support his ideas and philosophy
- the importance of function called account planning and role
of the account planner in creating advertising. It was a structure
that was copied by agencies around the world. Stephen died in
February 2006, leaving a legacy of articles and books about
marketing, advertising, research and brand communications written
over a thirty year period, which have influenced advertising people
around the world. He is remembered as a leading intellectual figure
in the world of communications strategy.

Judie Lannon isa Marketing Communications and Research
Consultant. The major part of her career was with JWT London where
she was Research and Planning Director for JWT Europe before
leaving to set up her own consultancy. In addition to working with
clients on branding projects, she is editor of Market Leader, the
journal of the Marketing Society and on editorial board of the
International Journal of Advertising

Merry Baskin, after several years as one of the
industry's top planning directors (including running the
UK's largest planning department at JWT and America's
coolest at Chiat/Day New York), founded her own strategic planning
consultancy, Baskin Shark (where brands move forward or
die!) in 2000. She also works with the APG and American Association
of Advertising Agencies providing training for the advertising and
marketing industry, and account planers in particular. She remains
one of the leading lights behind the renaissance and expansion of
the Account Planning Group (APG) both in the UK and overseas

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