The authors claim that this book is neither a textbook nor a history of advertising account planning, but it is a very important book both for students of advertising and historians of business. There is, still, intense interest from practitioners all over the world in this enigmatic discipline, but little agreement on the best sources of information or best practice. There is surprisingly little interest in account planning from academics, perhaps because the very orthodoxies account planning challenged in the advertising business fifty years ago are the same ones currently dominating academic business research. The book offers an accessible, absorbing and often surprising account of the origin and evolution of account planning in London. It is informed by the first hand experience of some of those who were there. Its digressive and conversational style locates it in a wider context of post war economic history, personalities and politics. For anyone who wants to understand branding and marketing, and of course advertising, better, it is a great buy.