A 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.

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).

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.