John Griffiths: Pioneers in Planning – The Rise of the Gumshoe Strategist
Author of 98% Pure Potato calls for a reboot of the days when human interaction was at center of agencies' account planning departments
Considering the obsession for numbers, vast datasets, and real-time analysis in current marketing there’s a certain irony that 50 years ago these approaches would have been vilified as ‘scientific advertising’ and discarded. Creatives such as Howard Gossage and Bill Bernbach railed against the use of quickfire quantitative techniques to choose which ads would be effective. And drop those which failed the first round of tests. The fightback started not in New York or San Francisco but in London in the late 1960s when two very different individuals, Stephen King and Stanley Pollitt, created a new department in their agencies and called it the account planning department.