Account Planning - From The UK To The U.S.

From The UK To The U.S.

The first agency in the United States to develop an account planning department was Chiat\Day (now TBWA\Chiat\Day). Jay Chiat took notice of the new department that was being met with success over in the UK and throughout Europe. (Tran, 1999) Chiat believed that account planning was crucial to creative work and he also believed, at the time, that British creative work was far better than American work. He was also not a fan of typical market research, stating that it is "what already has been done." Planning is about discovering new things.

It has been stated that "Jay Chiat did not decide to experiment with account planning. He decided to have account planning." He knew that he had to integrate the idea into his already established agency. In 1982 he hired Jane Newman, a British planner, to come and work for his office in New York. Newman had previously worked at BMP and Ammirati and Puris. To develop the department, Newman hand picked Jeff DeJoseph from the Young and Rubicam media department to be her first planner on staff As the department grew, so did Chiat/Day. In ten years the agency grew from billings of $50 million to $700 million

Many agencies noticed the success of Chiat\Day, and desired to have their own account planning department. Their rationale was that it would be the key to their success as well. Many creative shops added planning departments, helping propel them from boutique to agency, and picking up national accounts along the way." (Tran, 1999) Other planners such as Jon Steel and Nigel Carr came over from the UK to help pioneer. (Newman, 1998) Companies such as Ogilvy & Mather, DDB Needham N.Y., and Goodby, Silverstein & Partners quickly restructured their agencies to fit in a planning department

It is obvious that in the US, a country with an average of 12 minutes of ad time per hour of television programming, a large amount of advertising seems clutter. For those marketers who had the fear of getting lost, planning seemed as though the magical tool to "break through the clutter." For, the "mantra" of account planning is "relevant plus distinctive equals more effective.

It was during the 1990s that account planning grew tremendously within the United States. (Tran, 1999) As of 1995, planning was "at a boiling point, spilling into every corner of the advertising landscape." (Goldman, 1995) Goldman states: "Agencies of every description want it or say they have it - even if they don't know what it is." After some of the best agencies in the field added account planning to their list of services, planning became a "buzz word" within the field. "Agencies of all sizes, specialties and philosophies began posting want ads, practically recruiting anyone who was 'related to the discipline.'"

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