A Master Class in Brand Planning: The Timeless Works of Stephen King / Edition 1

by Judie Lannon, Merry Baskin

Overview

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.

Product Details

ISBN-13:	9780470517918
Publisher:	Wiley
Publication date:	12/10/2007
Pages:	400
Product dimensions:	6.99(w) x 9.80(h) x 1.20(d)

About the Author

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).

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Table of Contents

Introduction xi

About the Book: How it Happened xv

Acknowledgements xvii

About the Contributors xix

Part I Planning: Role and Structure 1

1 Who Do You Think You Are? 3
Malcolm White

1.1 The Anatomy of Account Planning (Stephen King) 7

1.2 The Origins of Account Planning (John Treasure) 13

1.3 How I Started Account Planning in Agencies (Stanley Pollitt) 19

2 How Brands and the Skills of Branding have Flowered 23
Rita Clifton

2.1 What is a Brand? (Stephen King) 27

3 The Price of Freedom is Eternal Vigilance 41
Rory Sutherland

3.1 Advertising: Art and Science (Stephen King) 45

4 The Market’s Evolved, Why Hasn’t Planning? 59
Merry Baskin

4.1 Strategic Development of Brands (Stephen King) 63

5 Learning and Improvement, Not Proof and Magic Solutions 69
William Eccleshare

5.1 Improving Advertising Decisions (Stephen King) 73

6 The Media Planner’s Revenge 87
Marco Rimini

6.1 Inter-media Decisions: Implications for Agency Structure (Stephen King) 91

Part II Planning: Craft Skills 105

7 A Revolutionary Challenge to Conventional Wisdom 107
Paul Feldwick

7.1 What Can Pre-testing Do? (Stephen King) 111

8 Four of the Wisest Principles You Will Ever Read 119
Simon Clemmow

8.1 Practical Progress from a Theory of Advertisements (Stephen King) 123

9 JWT’s Debt to Stephen King 139
Guy Murphy

9.1 In Pursuit of an Intense Response (Rosemarie Ryan and Ty Montague) 141

9.2 Advertising Idea (Stephen King – from JWT Toolkit) 145

9.3 JWT Engagement Planning in China: The Art of Idea Management (Tom Doctoroff) 153

10 Short-Term Effects may be Easier to Measure but Long-Term Effects are More Important 159
Tim Broadbent

10.1 Setting Advertising Budgets for Lasting Effects (Stephen King) 163

Part III Market Research 173

11 A Theory that Built a Company 175
Mike Hall

11.1 Can Research Evaluate the Creative Content of Advertising? (Stephen King) 179

12 The Great Bridge Builder: Searching for Order out of Chaos 195
Creenagh Lodge

12.1 Advertising Research for New Brands (Stephen King) 199

13 You Can’t Make Sense of Facts until you’ve Had an Idea 209
Kevin McLean

13.1 Applying Research to Decision Making (Stephen King) 213

14 Measuring Public Opinion in an Individualistic World 227
Chris Forrest

14.1 Conflicts in Democracy: The Need for More Opinion Research (Stephen King) 231

15 The Perfect Role Model for Researchers Today 237
David Smith

15.1 Tomorrow’s Research (Stephen King) 241

Part IV Marketing – General 253

16 Old Brands Never Die. They Just get Sold for a Huge Profit 255
Martin Deboo

16.1 What Makes New Brands Succeed? (Stephen King) 259

17 The Retail Revolution gets Underway 279
Andrew Seth

17.1 What’s New about the New Advertisers? (Stephen King) 283

18 A Robust Defence of what Brand Advertising is For 295
Stephen Carter

18.1 New Brands: Barriers to Entry? (Stephen King) 299

19 The Train to Strawberry Hill (1744) 307
Hugh Burkitt

19.1 Has Marketing Failed, or was it Never Really Tried? (Stephen King) 311

20 A Challenge to Change Behaviour 327
Neil Cassie

20.1 Brand Building in the 1990s (Stephen King) 331

Resumé of Stephen King’s life 341

Index 345

Editorial Reviews

"Every planner needs this book - and the brave ones will give it to their clients, too."  (Admap, November 2007)

"A valuable reference book for today's practitioners, as well as a unique source of sophisticated, contemporary thinking."  (Retail & Leisure International, December 2007)

"...a good book to keep beside your desk...it will help to clear the mind as an ongoing mental workout."  (Market Leader, Winter 2007)

From the Publisher