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ADVERTISING
PLANNING CASE HISTORIES - TOUGH PROBLEMS AND
STARTLING SOLUTIONS WITH THE AD AGENCY
PLANNING ROLE |
1. Introduction
2. Background
3. Intelligence - The Key to Marketing
Success
4. Personal Review and Future Direction
5. The First Ad Agency Planning Role
in Australia - January 1966
6. Pioneering Consumer Market Research
at Reckitt & Colman
7. Phase 2 - The Planning Role In
An Australian Ad Agency - 1969
8. The First Revelation for Management
- Planning Changes The Status Quo
9. Attitudes Changing - The Planning
Concept
10. Re-Gearing the Agency to Win
Blue Chip Business - Amoco
11. Amoco - Laying the Foundations
12. Amoco - Strategic Direction
13. Amoco - Creative Breakthrough
and New Positioning
14. Amoco - Continued Planning
15. Edgell Potato Whip - Launch of
an Instant Mashed Potato
16. Harris Coffee & Tea - Centripetal
Marketing
17. Unselling the Brand - A Beer
Case Study
18. Difficulties At Times
19. Failed Food Product Launch
20. Difficult Client Management
21. Royal Crown Cola - Success and
Tragedy
22. Cosmetic Range - Honest Counsel
to the Client
23. Strength of the Marketing and
Research Specialist in the Agency
24. Planning Into The Future - Later
Years
25. In Summation
26. Myopia in the Industry
27. Ad Agency Failings
28. Account Planning - Most Innovative
and Important Change
29. Lack of High Calibre Planning
30. Planning Learns from Great Creatives
31. Planning - A New Business Boon
32. Planning Examples
33. Top Creatives Strongly Endorse
The Role Of The Planner
34. Planning - The Long-Term Answer
35. Skilled Intelligence and Hard
Work Up front - The Key To Success |
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