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448 The Insight Book by Anthony Tasgal

The Marketing Book Podcast

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The Origins of Account Planning

The way that agencies were sort of formulated in the 80s is specifically from the UK, but then we exported it in a less destructive way than we normally do with the empire. We created the idea that there should be a role somewhere between account directors whose job is by and large to sit there and pull peri-aiff clients. And actually, I don't recall them having planners. No, they didn't. I think they had researchers because Dick Duhr, who I think was the German guy, came over and set up qualitative research. In our case, it was usually Scotch, but yeah.

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