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

Friday, 4 March 2016

Update and last orders : pledging stops Tuesday at midnight


If you've already pledged to get your copy of 98% Pure Potato then this is just by way of an update to say we're on our way. The first lot of proofs are coming back from type setting next week and the publication date is set for the beginning of May. You will have been sent an email to check that the spelling of your name to be printed in the back.

But if you haven't yet pledged then you have until midnight on Tuesday March 8th to get your order in. Otherwise you will have to take your chances using your local bookshop and sadly your name won't be in the back.  So if you've been holding off ordering for the last 15 months then this really is your last chance to get your name in the book.

We thought we would give you a sneak preview of the cover of the book. Which we are rather pleased with. Actually only one of those pictured is one of our original interviewees - Leslie Butterfield. But we think the cover (as well as the title) doesn't look anything like the cover of most new business books in the last 2 years. There's a limit to the types of graphic you can use for brains, people and even more conceptual metaphors. And if we see another title about Madmen we'll scream. The martini (and the martini cocktail graphic) is past its sell by date and this is the first advertising book for ages which isn't trying to ride the Madmen meme. 

Modern advertising was invented in America. So was marketing. So was market research.  So it comes as a bit of a surprise that account planning started in London - why that is the case is one the themes we explore in the book. So if you have any interest in British advertising and in account planning. then we believe this book is going to be a bit different which is why the cover and title is about attitude and a shift in sensibility away from Madison Avenue. Give us two more  months - we're nearly there.  




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