A Master Class in Brand Planning

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 (Stanley Pollitt)

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
Rory Sutherland
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
Marco Rimini
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
Simon Clemmow
8.1 Practical Progress from a Theory of Advertisements (Stephen King)

9 JWT's Debt to Stephen King
Guy Murphy
9.1 In Pursuit of an Intense Response (Rosemarie Ryan and Ty Montague)
9.2 Advertising Idea (Stephen King – from JWT Toolkit)
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-Term Effects are More Important
Tim Broadbent
10.1 Setting Advertising Budgets for Lasting Effects (Stephen King)

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 of Chaos
Creenagh Lodge
12.1 Advertising Research for New Brands (Stephen King)

13 You Can't Make Sense of Facts until you've Had an Idea
Kevin McLean
13.1 Applying Research to Decision Making (Stephen King)

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
David Smith
15.1 Tomorrow's Research (Stephen King)

PART IV MARKETING – GENERAL
16 Old Brands Never Die. They Just get Sold for a Huge Profit
Martin Deboo
16.1 What Makes New Brands Succeed? (Stephen King)

17 The Retail Revolution gets Underway
Andrew Seth
17.1 What's New about the New Advertisers? (Stephen King)

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

20 A Challenge to Change Behaviour
Neil Cassie
20.1 Brand Building in the 1990s (Stephen King)

Resumé of Stephen King's life
Index