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, 23 April 2015

Brief Encounters - Martin Boase, Paul Feldwick, Adam Morgan

We're nearly there. Thank you everybody for your patience. There have been a few glitches with the Jane Newman podcast but I am confident we will get it up and working in the next few hours. 

We thought you would be interested to hear about yesterday's interview with Martin Boase the B in BMP one of the agencies from which planning came. As we prepare to start the final edit before the book comes out it seemed prudent for us to talk to key figures who may not have been planners themselves but have a unique perspective on what constitutes great planning and why it has stood the test of time. Much of the conversation was about creating the unique culture at BMP the time taken to hire the right graduates. In one year 2% of all the graduates in the UK applied to join the agency! An indication of how few actually went to university in those days but also the calibre of the people they hired. There were all sorts of gems that came out: that Martin had known Stephen King while he was a student in Oxford.  That Frank Lowe had been a junior account man working for him at Pritchard Wood before Frank went on to blaze a trail at CDP then Lowe Howard Spink and Red Brick Road. Martin saw BMP's success built on the simple mantra of producing advertising which was relevant and distinctive. Because so much distinctive advertising is indulgent irrelevant to ordinary people. Or relevant but completely dull. 

Later that day bumping into Paul Feldwick just by Leicester Square which gave an opportunity for him to give some sage advice about 98% Pure Potato and to ask him about models for how digital communications works and how those map onto the models he has laid out in his brilliant new book the Anatomy of Humbug. and there isn't time to mention to the conversation with Adam Morgain of Eat the Big Fish which happened Wednesday morning! There's some great thinkers out there and part of our job is to make it easier for you to track them down. 

We shall keep you posted on other interviews as they happen - we want to make this book as good as we can so as we edit we are still seeking out expert opinion.  Keep those pledges rolling in! And share this post which is visible to everyone. 




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john loden
 john loden says:

I'm a business video producer and made Martin's first AAR Reel in 1982. I could supply a modern digital Quicktime movie file of this film which shows Martin & John Webster, creative director at the time, made from the original 1" master from that year. It would add an interesting audio-visual element to your story.

posted 1st June 2015

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