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, 28 October 2016

You should learn from history - says Jeremy Bullmore

If you have anything to do with advertising you will know about Jeremy Bullmore's columns in Campaign magazine where he is asked questions and despatches each one with wit and wisdom. This month he was commenting on the Historic Advertising Trust's exhibition of photos of admen of yesteryear from their archives.  And it gave Bullmore the opportunity to talk about history and why it matters. The advertising industry is particularly bad at assuming that all that matters is the present and the imminent where the latest advertising opportunties make any retrospection meanignless and rather embarassing. 

It was refreshing to be in a presentation by Peter Souter chairman of TBWA yesterday where he commented that the 3 elements that creatives work with are words pictures. And insight. Whatever digital opportunities those 3 remain. So work them.

Back to Bullmore who castigates his questionner for assuming that the past is no place to learn from. On the contrary some of the most profound wisdom was acquired by those who went before us. Well even if we hadn't interviewed him for 98 % Pure Potato we would be agreeing with him! The interviews on which the book was based are full of so many insights - we had to really pare down to get them in the book. And its not a small book either is it?  So we include the link to the Campaign piece. Together with a still of the whole article in case the link stops working. 

I have been slowly but steadily scanning in and uploading some very old documents which speak profoundly to our current situation even if they were written at a time when digital advertising had never been thought of. You can find them on the paab.biz website in an area called out of the box

We are getting more reviews - and they are universally kind so far. Market Leader the quarterly journal of the Marketing Society has produced the latest review but we were thrilled when Wendy Gordon no less the research penned us a  review on Amazon. We're still pushing for reviews - so if you haven't finish the book yet - do read it. And tell us what you think! 



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