98% Pure Potato: The Origins of Advertising Account Planning
By John Griffiths and Tracey Follows
The story of how account planning began, told by its pioneers
Publication date: June 2016
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Account planners are the part of advertising agencies tasked with getting inside people's heads. From the late 1960s they brought the consumer into the process of developing advertising.
Based on face-to-face interviews with 20 of the industry’s pioneers, 98% Pure Potato pieces together the real story of advertising account planning. It traces the rise of the planning discipline, and the work of the people who first forged this path: Stephen King at JWT, and Stanley Pollitt at BMP are legendary figures in the creation of advertising account planning, but they were not alone.
They helped create some of the UK’s most famous brands and brand icons; from the Andrex Puppy, to the Sugar Puffs Honey Monster, and who could forget the Smash Martians?
The book analyses the true beginnings of the discipline as told to the authors by 20 of the first ever planners, and contrasts what planning was and how it was done with the challenges and opportunities faced today.
Interviewees include Jane Newman, John Madell and Jim Williams who were the very first planners ever hired at BMP. Jane is also the person responsible for exporting planning to the United States. E.V. Jenkins, described by many of those interviewed as the best planner they had worked with, helps us understand the very beginnings of the iconic Persil, Oxo and Andrex advertising campaigns at JWT.
A little known fact is that there were lots of very senior women at the vanguard of planning: Christine Gray and Lee Godden were two of them, and their stories reveal exactly what it was like as a women operating in the intellectual realm of agencies.
A unique, untold history of the men and women that pioneered the industry, and a guide for those working, or hoping to work, in advertising planning today.
David Baker, James Best, John Bruce, Leslie Butterfield, David Cowan, Paul Feldwick, Lee Godden, Christine Gray, EV Jenkins, Peter Jones, John Madell, Tony Mortemore, Jane Newman, Doug Richardson, Jim Williams, Roderick White, and Jan Zajac.