A lack of true believers in the account‐planning discipline in Australia?

A lack of true believers in the account‐planning discipline in Australia? In Australia, advertising agencies have partially embraced the UK-originated account planning philosophy. In an exploratory study, six senior account planning directors were interviewed to gain insights into account planning in Australia. It appears that the scale and nature of the Australian advertising industry militates against full acceptance of the UK model. Indeed, the UK model has met resistance from several areas. It was further found that the expectations of the planners' role probably exceed the individual's capacity to deliver on that role. Hence, the outlook for planning other than for a small group of "true blues", to use the Australian argot, may have limited success in Australia. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

A lack of true believers in the account‐planning discipline in Australia?

Marketing Intelligence & Planning, Volume 21 (7): 7 – Dec 1, 2003

Loading next page...
 
/lp/emerald-publishing/a-lack-of-true-believers-in-the-account-planning-discipline-in-bTEFZ90dgT
Publisher
Emerald Publishing
Copyright
Copyright © 2003 MCB UP Ltd. All rights reserved.
ISSN
0263-4503
DOI
10.1108/02634500310504322
Publisher site
See Article on Publisher Site

Abstract

In Australia, advertising agencies have partially embraced the UK-originated account planning philosophy. In an exploratory study, six senior account planning directors were interviewed to gain insights into account planning in Australia. It appears that the scale and nature of the Australian advertising industry militates against full acceptance of the UK model. Indeed, the UK model has met resistance from several areas. It was further found that the expectations of the planners' role probably exceed the individual's capacity to deliver on that role. Hence, the outlook for planning other than for a small group of "true blues", to use the Australian argot, may have limited success in Australia.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Dec 1, 2003

Keywords: Advertising agencies; Australia

References

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off