The Andrex Puppy. The Smash Martians. The Oxo Family and The Honey Monster.From the late 1960s, adve
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The Andrex Puppy. The Smash Martians. The Oxo Family and The Honey Monster.
From the late 1960s, advertising agency account planners helped to develop long-running advertising campaigns that went on to build well-known household brands that we still use today. It was a golden era of advertising, partly because the campaigns seemed to connect with consumers so well. But who were the account planners who helped to develop these campaigns and build these brands?
In 98% Pure Potato, the untold history of those real-life men and women is revealed through insights and anecdotes from some of account planning’s most revered pioneers: David Baker, John Bruce, David Cowan, Lee Godden, Christine Gray, EV Jenkins, John Madell, Jane Newman, Jim Williams, Roderick White, Paul Feldwick, Jan Zajac and many more.
Industry experts John Griffiths and Tracey Follows trace the true beginnings, rise and evolution of the discipline that came to be known as ‘advertising account planning’, uncovering how the UK’s most iconic campaigns came to be, and exploring what challenges and opportunities lie ahead.
This is the enlightening history of how a fundamental part of advertising practice came out of the UK, as well as an instrumental guide for anyone working or hoping to work in the advertising industry today.
网友对98% Pure Potato的评论
A great read and well worth the time to climb on the shoulders of giants and see further. Not just a fond look back at the pioneers, some good questions about where we are today, which incidentally, is how Stephen King's Planning Cycle begins.
Griffiths' and Fellows' book 98% Pure Potato, quite apart from its amusing title, is an interesting breakdown of the history of account planning, a topic which in the wrong hands could have been as stodgy as a school dinner, but here comes to life in an anecdotal and chatty format. The book tracks those pioneers of account planning who ran with the opportunities presented by the historical switch in the West to a consumer-led economy. This book itself owes its existence to a consumer-led publishing venture, and that so many readers were willing to get behind it speaks for itself.
A fascinating and insightful look into the history of account planning which provides much inspiration and practical application to planners today.
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