Tuesday , 23 July 2019
Breaking News
Home » Tag Archives: Account

Tag Archives: Account

Truth, Lies and Advertising : The Art of Account Planning

Product DescriptionJudging by all the press it’s received lately, account planning must be the biggest thing to hit American advertising since Doyle Dane Bernbach’s Volkswagen campaign. Agencies are falling over each other to establish account planning departments and arm themselves with what Jay Chiat of Chiat/Day once described as “the best new business tool ever invented.” Despite this enthusiasm, account planning remains shrouded in mystery. Is it, as Chiat suggested, merely a tool for attracting new clients? Or is it, as many critics have suggested, no more than traditional consumer research dressed up in new clothes? In the first book ... Read More »