“Every agency needs this book.”
In an industry known for Mad Men comes a voice of sanity, experience, and reason. The Practical Pocket Guide to Account Planning is an extremely well-organized book that provides a thorough and thoughtful approach to a discipline that has been misunderstood for years. Every agency needs this book.
— DAN COHEN, SVP/CREATIVE DIRECTOR, PUBLICIS NEW YORK
“This is the best yet.”
Chris has written a book that every planner, communicator, marketer, agency manager and aspiring planner must read. I have worked with legendary account planners, have had my work win top account planning awards, and have generally been in the thick of the account planning revolution for more than two decades, yet I found myself devouring this book from beginning to end in one sitting. I gobbled it up, spit out the pits, then ate the pits like wasabi peas and enjoyed every last one.
The Practical Guide To Account Planning claims to be, and it is in fact, a real world primer for aspiring account planners. It is written in clear, concise, unflashy prose. But, like a few other books that are written as primers - Up The Organization, The Prince and Ogilvy on Advertising come to mind - this has the power to make even the most experienced practitioner of insight-driven communication and innovation aspire once again. I've given my first copy to my chief strategy officer and said, 'This is the best yet.' I've already ordered my own new copy. I'm sure we'll be buying one for each and every planner on our team.
– MARK DIMASSIMO, CEO & CHIEF CREATIVE OFFICER, DIMASSIMO-GOLDSTEIN
“A must read...”
...for anyone looking into Account Planning as a profession. Also just as helpful for those who have been around the block and need to refocus on the job they were employed to do. The Practical Pocket Guide to Account Planning delivers an in-depth view of a profession that requires one part genius and two parts pragmatism. I wish this was around when I was thrown my first creative brief to write.
— JUSTIN GRAHAM, CHIEF STRATEGY OFFICER, M&C Saatchi, AUSTRALIA
“If you want to be a killer planner…”
...this is the book to read. If you want to be a killer creative, make sure your planner reads this book.
— ISRAEL GARBER, GLOBAL ECD/MANAGING DIRECTOR, HAVAS WORLDWIDE NEW YORK
“The ideal primer…”
Finally, a no bullshit take on a discipline that — decades in — still lacks proper definition. The Practical Pocket Guide to Account Planning is the ideal primer for anyone considering a career in Account Planning.
— JOHN GIBSON, VP/DIRECTOR OF BRAND STRATEGY, THE MARTIN AGENCY
“A wonderful little gem.”
The Practical Pocket Guide to Account Planning is the perfect tool kit to get young planners off and running.
— OLE PEDERSEN, GLOBAL GROUP PLANNING DIRECTOR, DEUTSCH
“I wish I’d had such a guide book when I started in the industry.”
A true to life picture of the mysterious world that is advertising. I wish I’d had such a guide book when I started in the industry. I would have spent more time doing productive things and less time trying to work out what the heck was going on.
— CHRIS POTTS, EXECUTIVE VICE PRESIDENT, BRAND STRATEGIST, THE VALUE ENGINEERS
I picked up this book when I first heard about account planning, to find out more; flipping through it again six months into my role, I had to laugh at how spot on so much of it is, and took more notes. I suspect that my apparent ease and familiarity in the agency can be largely attributed to this book, so *do* pick it up if you're a green-horn like me – a brilliant investment! It's also becoming a fast favourite with my team.
— Vicnan Pannerirselvam, Data Strategist, TBWA Singapore
“Well worth the read!”
Having been a strategic planner for the past 5 years, the day to day definitely gets in the way of a clearly defined role at the agency. It has helped me re-focus on core tenets of planning and also provided a few tidbits that have impressed interviewers while looking for a new job. Well worth the read!
— Tom McAdams, Senior Strategist, T3
"This book is a must have.”
It's so easy to read and PACKED with all of the information you need to decide if planning is right for you, or as in my case if you're already a newbie in the field, it helps you get the big picture of what you are actually supposed to be doing! Clear, concise, SMART, and right on the money. Couldn't recommend it enough!
— Candace Majedi, Senior UX Designer, Deloitte Digital
“This guide dissects every piece of the planner puzzle…”
I wish I had this book to help me navigate the world of planning over a decade ago. This guide dissects every piece of the “planner puzzle” to help new and aspiring planners get off on the right foot. With simple, straightforward prose, it’s an easy-to-understand, honest assessment of an often complex profession.
— ESTY GORMAN, BRAND ACTIVATION LEAD, GOOGLE
"A wonderful tool for anyone looking into advertising as a career.”
Whether Client side or Agency side, Media, Account Management or Planning, this guide helps the reader to understand the basics of driving to good strategy. Practical AND enjoyable to read!
— Nancy Hill, President & CEO, American Association of Advertising Agencies
“What does an account planner do and should I become one?”
This book is the perfect place to start for anyone who wants to answer the following question: What does an account planner do and should I become one? The Practical Pocket Guide to Account Planning is an outstanding review of the sorts of questions planners ask every day and what it takes to be able to answer them.
— EDDY HODGSON, FORMER BRAND PLANNING DIRECTOR, THE RICHARDS GROUP
“The perfect companion to Truth, Lies and Advertising: The Art of Account Planning."
When I received an advance copy, I immediately shared it with a few lucky students and mentees. The Practical Pocket Guide to Account Planning is full of useful examples, practical tips and tangible scenarios that tackle the mysteries surrounding the ever-changing ‘planning’ discipline.
— CLAY LANGDON, STRATEGIC DIRECTOR, MCGARRAH JESSEE AUSTIN
“Put this guide in your back pocket and then go make some magic.”
Every mission must begin with the basics—all the parts and pieces on the table. The Practical Pocket Guide to Account Planning does exactly that, giving students a practical start. Ultimately, it’s up to each Planner on their own to live an interesting life and bring their unique ideas and experiences to bear for their Clients. So put this guide in your back pocket and then go make some magic.