Master Class in Brand Planning

In 1988, on Stephen King's retirement JWT published
'The King Papers' a small collection of Stephen
King's published writings spanning 1967-1985. They
remain timelessly potentially valuable but are an almost
unexploited gold mine. This book is comprised of a selection
of 20-25 of Stephen King's most important articles, each one
introduced by a known and respected practitioner who, in turn,
describes the relevance of the particular original idea to the
communications environment of today.

The worth of this material is that, although the context in
which the original papers were written is different, the principles
themselves are appropriate to marketing communications in
today's more complex media environment.

The book will serve as a valuable reference book for
today's practitioners, as well as a unique source of
sophisticated, contemporary thinking.

Auteur

Stephen King was a genuinely original thinker. He began his
career in JWT (J. Walter Thompson) in London in 1959, retired from
the agency in 1988 and spent the next 4 yeas at WPP. In addition,
he spent 7 years as a director of the Henley Centre and was a
Visiting Professor of Marketing at the Cranfield School of
Management. During his career, he pioneered an entirely new
organizational structure to support his ideas and philosophy

• the importance of function called account planning and role
  of the account planner in creating advertising. It was a structure
  that was copied by agencies around the world. Stephen died in
  February 2006, leaving a legacy of articles and books about
  marketing, advertising, research and brand communications written
  over a thirty year period, which have influenced advertising people
  around the world. He is remembered as a leading intellectual figure
  in the world of communications strategy.

Judie Lannon isa Marketing Communications and Research
Consultant. The major part of her career was with JWT London where
she was Research and Planning Director for JWT Europe before
leaving to set up her own consultancy. In addition to working with
clients on branding projects, she is editor of Market Leader, the
journal of the Marketing Society and on editorial board of the
International Journal of Advertising

Merry Baskin, after several years as one of the
industry's top planning directors (including running the
UK's largest planning department at JWT and America's
coolest at Chiat/Day New York), founded her own strategic planning
consultancy, Baskin Shark (where brands move forward or
die!) in 2000. She also works with the APG and American Association
of Advertising Agencies providing training for the advertising and
marketing industry, and account planers in particular. She remains
one of the leading lights behind the renaissance and expansion of
the Account Planning Group (APG) both in the UK and overseas (UK
Chairman 1998-2000).

Résumé
In 1988, on Stephen King's retirement JWT published 'The King Papers' a small collection of Stephen King's published writings spanning 1967-1985. They remain timelessly potentially valuable but are an almost unexploited gold mine. This book is comprised of a selection of 20-25 of Stephen King's most important articles, each one introduced by a known and respected practitioner who, in turn, describes the relevance of the particular original idea to the communications environment of today. The worth of this material is that, although the context in which the original papers were written is different, the principles themselves are appropriate to marketing communications in today's more complex media environment.

The book will serve as a valuable reference book for today's practitioners, as well as a unique source of sophisticated, contemporary thinking.

Contenu

Introduction.

About the Book: How it Happened.

Acknowledgements.

About the Contributors.

PART I: PLANNING: ROLE AND STRUCTURE.

1 Who Do You Think You Are? (Malcolm White).

1.1 The Anatomy of Account Planning (Stephen King).

1.2 The Origins of Account Planning (John Treasure).

1.3 How I Started Account Planning in Agencies (StanleyPollitt).

2 How Brands and the Skills of Branding have Flowered(Rita Clifton).

2.1 What is a Brand? (Stephen King).

3 The Price of Freedom is Eternal Vigilance (RorySutherland).

3.1 Advertising: Art and Science (Stephen King).

4 The Market's Evolved, Why Hasn't Planning?(Merry Baskin).

4.1 Strategic Development of Brands (Stephen King).

5 Learning and Improvement, Not Proof and Magic Solutions(William Eccleshare).

5.1 Improving Advertising Decisions (Stephen King).

6 The Media Planner's Revenge (MarcoRimini).

6.1 Inter-media Decisions: Implications for Agency Structure(Stephen King).

PART II: PLANNING: CRAFT SKILLS.

7 A Revolutionary Challenge to ConventionalWisdom(Paul Feldwick).

7.1 What Can Pre-testing Do? (Stephen King).

8 FourWisest Principles You Will Ever Read (SimonClemmow).

8.1 Practical Progress from a Theory of Advertisements(Stephen King).

9 JWT's Debt to Stephen King (GuyMurphy).

9.1 In Pursuit of an Intense Response (Rosemarie Ryan and TyMontague).

9.2 Advertising Idea (Stephen King - from JWTToolkit).

9.3 JWT Engagement Planning in China: The Art of Idea Management(Tom Doctoroff).

10 Short-Term Effects may be Easier to Measure but Long-TermEffects are More Important (Tim Broadbent).

10.1 Setting Advertising Budgets for Lasting Effects (StephenKing).

PART III: MARKET RESEARCH.

11 A Theory that Built a Company (Mike Hall).

11.1 Can Research Evaluate the Creative Content of Advertising?(Stephen King).

12 The Great Bridge Builder: Searching for Order out ofChaos (Creenagh Lodge).

12.1 Advertising Research for New Brands (StephenKing).

13 You Can't Make Sense of Facts until you've Hadan Idea (Kevin McLean).

13.1 Applying Research to Decision Making (StephenKing).

14 Measuring Public Opinion in an IndividualisticWorld(Chris Forrest).

14.1 Conflicts in Democracy: The Need for More Opinion Research(Stephen King).

15 The Perfect Role Model for Researchers Today (DavidSmith).

15.1 Tomorrow's Research (Stephen King).

PART IV: MARKETING - GENERAL.

16 Old Brands Never Die. They Just get Sold for a HugeProfit (Martin Deboo).

16.1 What Makes New Brands Succeed? (Stephen King).

17 The Retail Revolution gets Underway (AndrewSeth).

17.1 What's New about the New Advertisers? (StephenKing).

18 A Robust Defence of what Brand Advertising is For(Stephen Carter).

18.1 New Brands: Barriers to Entry? (Stephen King).

19 The Train to Strawberry Hill (HughBurkitt).

19.1 Has Marketing Failed, or was it Never Really Tried?(Stephen King).

20 A Challenge to Change Behaviour (NeilCassie).

20.1 Brand Building in the 1990s (Stephen King).

Resumé of Stephen King's life.

Index.