jay/day

Our very own Merry Cutler-Baskin (see lovely photo below) is now a world-famous editor. Yes! She has edited a new book about Account Planning, which is sure to become the newest publishing sensation! Here's the blurb Merry sent to me about her first opus ...

Did you know that July 15th 2008 is Account Planning’s official 40th birthday? Although our own dear Jane Newman was one of Stanley Pollitt’s first planning acolytes at BMP in the 70’s, and she was pretty much solely responsible for importing the BMP Account Planning model wholesale into the USA in the 80’s, at Jay’s invitation, there was another chap, at another agency, (Stephen King at JWT London) who co-founded the account planning discipline at the same time. It was Stephen King (the planner not the thriller writer) who came up with the most obfuscatory, unhelpful job title ever invented, and who did the most to codify the discipline. The full history of planning is outlined in this book, which Merry Baskin, former Chiat/Day/NY Planning Director (1985-90) has just finished co-editing, along with an outline of the account planner’s craft skills; the use and misuse of research, and Stephen’s take on marketing in general, its problems, weaknesses and probable future.

The book comprises 20 of King’s most perceptive papers on account planning, marketing, brands and market research, written over a 30 year period, and each paper is introduced and commented upon by respected contemporary marketing, media, research and advertising practitioners – including our own Chiat/Day New York alumni Rosemaire Ryan and Ty Montague. As the co-inventor of account planning as a distinct discipline, his big idea changed the way advertising agencies were structured, how they thought, and even what they produced. His idea changed the lives and careers of a huge number of people – not just in the US and the UK but around the world where the idea of Account Planning has been adopted.

Some of the trade reviewers so far have said:

“This is a book to keep beside your desk to keep dipping into in spare moments. Used thus, it will help to clear the mind as an ongoing mental workout. All the contributors and the editors are to be congratulated warmly. To have let these papers disappear would have been a crime”.

“The industry owes a great debt to Stephen King – a debt that is both intellectual and financial. You can think of this book as a bank statement which gives you a massive credit balance. But unlike a bank statement it is hugely readable and inspiring.”

“Every planner needs this book. And the brave ones will give it to their clients too”.

Dede Dalton and Merry Cutler-Baskin from a candid photo taken at a party thrown last year by Jane Newman.