"The Origin
of the Ad Agency Account Planning Role in The
Asia-Pacific Region", contains:
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
Click on the links below to download
the historical account:
"The Origin of the Ad
Agency Account Planning Role in
The Asia-Pacific Region"
