A Master Class in Brand Planning: The Timeless Works of Stephen King

1

Published in Admap, November 1989. Reproduced with permission.

2

This is an edited version of the article published in Admap, March 1985.

3

This is an edited version of an article that originally appeared as Pollitt, S. (1979) “How I started account planning in agencies”, Campaign, April. The headline was Campaign’s

4

Published by JWT London, 1971. Reproduced with permission.

5

Presented at the 13th Asian Advertising Congress, New Delhi, 1982. Reproduced with permission.

6

A neologism is the introduction or use of new words or new senses of existing words; an aphorism is a terse saying embodying a general truth, or astute observation.

7

Hard to imagine now, but back in the 1960’s the word “brand” only applied to fmcg. Banks and hotels and shops were all considered services, not brands.

8

What JWT used to call their account handlers: account representatives.

9

Speech at the 20th Anniversary of the founding of Account Planning. APG One Day Event, July 1988. Reproduced with permission.

10

This article, which appeared in Admap, 13(4), 1977, is based on a presentation made at the opening session of the Market Research Society’s seminar, “The Proof of Advertising Value”, Broadway, November 1966. Reproduced with permission.

11

Published in Admap, October 1969. Reproduced with permission.

12

Published in Admap, March 1968. Reproduced with permission.

13

This and other points raised here have been more fully discussed in King (1967).

14

This paper is based on a speech given ...