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, 2 April 2015

John Bartle has agreed to write the foreword to 98% Pure Potato

You probably think you know John Bartle. Founder of one of the world's most creative agencies Bartle Bogle Hegarty, an agency network which still has the planners' name over the door (not many can say that still). And continues to win awards for effective advertising. But what you probably don't know is that John was the first ever client on the receiving end of account planning ever. In the world. In the mid 1960s he was the research manager at Cadburys Bournville working with an agency called Pritchard Wood. When someone called Stanley Pollitt at Pritchard Wood came up with an idea for a new department called a market planning department. In 1966. And it was in John Bartle's office at Bournville in 1968 where Peter Jones was sitting when a phone call came in and he told John. I'm sorry we have to stop this conversation. We're all leaving to start a new agency..

The new agency was called Boase Massimi Pollitt. Account planning was built in from day 1. It had a single client when it opened: Cadburys Bournville who moved their business to BMP. So once again John was a client for whom planners worked. But because of the size of Bournville he was also in a position to compare agencies without the planning function and the start up which had it.  5 years later with lots of advice from Stanley and Peter, and Stephen King, John launched the planning function at TBWA. And 10 years later he quit to start his own agency Bartle Bogle Hegarty.

So we're chuffed and honoured that John is involved. A bona fide planning pioneer. We have something very special here about the origins of account planning that you simply can't get hold of anywhere else and we can't wait to get this book funded, printed and in your hands.  




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