A Master Class in Brand Planning

"Every planner needs this book - and the brave ones will give it to their clients, too." (Admap, November 2007) "A valuable reference book for today's practitioners, as well as a unique source of sophisticated, contemporary thinking." (Retail & Leisure International, December 2007) "...a good book to keep beside your desk...it will help to clear the mind as an ongoing mental workout." (Market Leader, Winter 2007)

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 industrys top planning directors (including running the UKs largest planning department at JWT and Americas 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 (UK Chairman 1998-2000).

Introduction xi About the Book: How it Happened xv Acknowledgements xvii About the Contributors xix Part I Planning: Role and Structure 1 1 Who Do You Think You Are? 3 Malcolm White 1.1 The Anatomy of Account Planning (Stephen King) 7 1.2 The Origins of Account Planning (John Treasure) 13 1.3 How I Started Account Planning in Agencies (Stanley Pollitt) 19 2 How Brands and the Skills of Branding have Flowered 23 Rita Clifton 2.1 What is a Brand? (Stephen King) 27 3 The Price of Freedom is Eternal Vigilance 41 Rory Sutherland 3.1 Advertising: Art and Science (Stephen King) 45 4 The Markets Evolved, Why Hasnt Planning? 59 Merry Baskin 4.1 Strategic Development of Brands (Stephen King) 63 5 Learning and Improvement, Not Proof and Magic Solutions 69 William Eccleshare 5.1 Improving Advertising Decisions (Stephen King) 73 6 The Media Planners Revenge 87 Marco Rimini 6.1 Inter-media Decisions: Implications for Agency Structure (Stephen King) 91 Part II Planning: Craft Skills 105 7 A Revolutionary Challenge to Conventional Wisdom 107 Paul Feldwick 7.1 What Can Pre-testing Do? (Stephen King) 111 8 Four of the Wisest Principles You Will Ever Read 119 Simon Clemmow 8.1 Practical Progress from a Theory of Advertisements (Stephen King) 123 9 JWTs Debt to Stephen King 139 Guy Murphy 9.1 In Pursuit of an Intense Response (Rosemarie Ryan and Ty Montague) 141 9.2 Advertising Idea (Stephen King from JWT Toolkit) 145 9.3 JWT Engagement Planning in China: The Art of Idea Management (Tom Doctoroff) 153 10 Short-Term Effects may be Easier to Measure but Long-Term Effects are More Important 159 Tim Broadbent 10.1 Setting Advertising Budgets for Lasting Effects (Stephen King) 163 Part III Market Research 173 11 A Theory that Built a Company 175 Mike Hall 11.1 Can Research Evaluate the Creative Content of Advertising? (Stephen King) 179 12 The Great Bridge Builder: Searching for Order out of Chaos 195 Creenagh Lodge 12.1 Advertising Research for New Brands (Stephen King) 199 13 You Cant Make Sense of Facts until youve Had an Idea 209 Kevin McLean 13.1 Applying Research to Decision Making (Stephen King) 213 14 Measuring Public Opinion in an Individualistic World 227 Chris Forrest 14.1 Conflicts in Democracy: The Need for More Opinion Research (Stephen King) 231 15 The Perfect Role Model for Researchers Today 237 David Smith 15.1 Tomorrows Research (Stephen King) 241 Part IV Marketing General 253 16 Old Brands Never Die. They Just get Sold for a Huge Profit 255 Martin Deboo 16.1 What Makes New Brands Succeed? (Stephen King) 259 17 The Retail Revolution gets Underway 279 Andrew Seth 17.1 Whats New about the New Advertisers? (Stephen King) 283 18 A Robust Defence of what Brand Advertising is For 295 Stephen Carter 18.1 New Brands: Barriers to Entry? (Stephen King) 299 19 The Train to Strawberry Hill (1744) 307 Hugh Burkitt 19.1 Has Marketing Failed, or was it Never Really Tried? (Stephen King) 311 20 A Challenge to Change Behaviour 327 Neil Cassie 20.1 Brand Building in the 1990s (Stephen King) 331 Resum of Stephen Kings life 341 Index 345