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

Wednesday, 22 July 2015

Manuscript delivered to Unbound - there's a bridge crossed

Hurrah! The manuscript was delivered today to Unbound so they can start to work their magic. Now Tracey is on her way to San Francisco to spent the next week in the company of fellow futurists. 

In the last post we mentioned an interview with Jeremy Bullmore - well that conversation happened over a week ago and what a useful conversation it was. He worked alongside Stephen King for the best part of 30 years and teasing apart the strands of who did what and how they collaborated was a treat. You may know the link alreay but here is the video of King's What is a Brand paper which the two of them made together in the early 1970s.

Jeremy Bullmore kindly lent a rare copy of Fifty in 40  Tom Rayfield's unofficial history of JWT London. Added to Stephen King's history of market research in the UK over 50 years - who knew he had written that?  And Winston Fletcher's history of UK advertising. Supplemented with Inside CDP. AndFrank Lowe's book Lord Leverhulme we may have solved your problem.  You get the picture  - a huge amount of material about the  development of advertising in the golden years. 

Now we have added another dozen interviewees to the original planners all transcribed we have some 450 pages of text so its agonising what to put in and what to leave out.  What we can promise is that it isn't going to be War and Peace. But lots of great stories - and wisdom which may have got lost in the interim. 

So what happens next? Well its over to Unbound now. Their job is to turn it into a book which looks and feels special. Your pledges have made it possible the book to be put together properly. This is very different from the prevailing publishing model where the book is printed as cheaply as possible with enough copies to pay back and as few copies remaindered as possible. So thank you for your generosity and your patience - we will keep you posted with the pulblication process.

This is a bridge crossed because there's no more original content to add to the book but from now we are paring down to the essence of the story that needs to be told. . 

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