Master Class in Brand Planning

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 AdvertisingMerry 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 (UK Chairman 1998-2000).

"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)

• Introduction xiAbout the Book: How it Happened xvAcknowledgements xviiAbout the Contributors xixPart I Planning: Role and Structure 11 Who Do You Think You Are? 3Malcolm White1.1 The Anatomy of Account Planning (Stephen King) 71.2 The Origins of Account Planning (John Treasure) 131.3 How I Started Account Planning in Agencies (Stanley Pollitt) 192 How Brands and the Skills of Branding have Flowered 23Rita Clifton2.1 What is a Brand? (Stephen King) 273 The Price of Freedom is Eternal Vigilance 41Rory Sutherland3.1 Advertising: Art and Science (Stephen King) 454 The Market’s Evolved, Why Hasn’t Planning? 59Merry Baskin4.1 Strategic Development of Brands (Stephen King) 635 Learning and Improvement, Not Proof and Magic Solutions 69William Eccleshare5.1 Improving Advertising Decisions (Stephen King) 736 The Media Planner’s Revenge 87Marco Rimini6.1 Inter-media Decisions: Implications for Agency Structure (Stephen King) 91Part II Planning: Craft Skills 1057 A Revolutionary Challenge to Conventional Wisdom 107Paul Feldwick7.1 What Can Pre-testing Do? (Stephen King) 1118 Four of the Wisest Principles You Will Ever Read 119Simon Clemmow8.1 Practical Progress from a Theory of Advertisements (Stephen King) 1239 JWT’s Debt to Stephen King 139Guy Murphy9.1 In Pursuit of an Intense Response (Rosemarie Ryan and Ty Montague) 1419.2 Advertising Idea (Stephen King – from JWT Toolkit) 1459.3 JWT Engagement Planning in China: The Art of Idea Management (Tom Doctoroff) 15310 Short-Term Effects may be Easier to Measure but Long-Term Effects are More Important 159Tim Broadbent10.1 Setting Advertising Budgets for Lasting Effects (Stephen King) 163Part III Market Research 17311 A Theory that Built a Company 175Mike Hall11.1 Can Research Evaluate the Creative Content of Advertising? (Stephen King) 17912 The Great Bridge Builder: Searching for Order out of Chaos 195Creenagh Lodge12.1 Advertising Research for New Brands (Stephen King) 19913 You Can’t Make Sense of Facts until you’ve Had an Idea 209Kevin McLean13.1 Applying Research to Decision Making (Stephen King) 21314 Measuring Public Opinion in an Individualistic World 227Chris Forrest14.1 Conflicts in Democracy: The Need for More Opinion Research (Stephen King) 23115 The Perfect Role Model for Researchers Today 237David Smith15.1 Tomorrow’s Research (Stephen King) 241Part IV Marketing – General 25316 Old Brands Never Die. They Just get Sold for a Huge Profit 255Martin Deboo16.1 What Makes New Brands Succeed? (Stephen King) 25917 The Retail Revolution gets Underway 279Andrew Seth17.1 What’s New about the New Advertisers? (Stephen King) 28318 A Robust Defence of what Brand Advertising is For 295Stephen Carter18.1 New Brands: Barriers to Entry? (Stephen King) 29919 The Train to Strawberry Hill (1744) 307Hugh Burkitt19.1 Has Marketing Failed, or was it Never Really Tried? (Stephen King) 31120 A Challenge to Change Behaviour 327Neil Cassie20.1 Brand Building in the 1990s (Stephen King) 331Resumé of Stephen King’s life 341Index 345