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

Thursday, 12 February 2015

Account Planners and working with data

Here's another film to get you thinking about current issues and how the example of the first planners might make you better at your job. Our theme today big data. And here one of the surprises of the interviews we ran was how numerate the first planners were. Far more so we believe than today.  

Its appropriate to be talking about this topic when on February 16th the Admap 2015 essay competition closes. The topic Does Big Data inspire or hinder creative thinking? Well here's my essay entry - I can't stretch to 2000 words on the topic. I think Big Data atrophies creative thinking because following the laws of information theory as you increase the amount of data the noise increases faster than the signal and to exercise creativity you need enough data to engage the unconscious processes on which creativity is based and big data simply swamps it. So do everybody and yourself a favour and take a sample. End of!

The first planners didn't have computers or calculators - but without all of the paraphernalia they built brands and business cases and helped to create some of the best most effective advertising the UK has ever seen. And they did the numbers. So watch the film and get the word out to make sure we get 98% Pure Potato published. If you've pledged already we thank you. If you haven't then you know what to do!  The link is right above this post. 

 

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