John Griffiths: Pioneers in Planning – The Rise of the Gumshoe Strategist

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

John Griffiths, Planning Above and Beyond
  • 20 april 2015

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.

Access this article for free
Fill in your email below and you'll gain access to this article while also receiving a number of membership features as part of a special 30-day trial.
*Already a member? Log in here

Learn About Our Membership Services

Need Research Help?
As a member you can ask us any research questions and get complimentary research assistance with a 4-day turnaround. Reports inclde stats, quotes, and best-inclass examples on research topics.
Remain Informed & Strategic
We publish several trends reports each month. By becoming a member you will have access to over 100 existing reports, plus a growing catalog of deep topical analysis and debrief-style reports so you always remain in the know.
See Trends Come To Life
Meet your peers and immerse yourself in monthly trend and innovation webinars and discounted conferences.
No search results found.