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

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Judie Lannon, Merry Baskin
Wiley, Apr 30, 2008 - Business & Economics - 396 pages
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In 1988, on Stephen King’s retirement JWT published‘The King Papers’ a small collection of StephenKing’s published writings spanning 1967-1985.  Theyremain timelessly potentially valuable but are an almostunexploited gold mine.  This book is comprised of a selectionof 20-25 of Stephen King’s most important articles, each oneintroduced by a known and respected practitioner who, in turn,describes the relevance of the particular original idea to thecommunications environment of today.

The worth of this material is that, although the context inwhich the original papers were written is different, the principlesthemselves are appropriate to marketing communications intoday’s more complex media environment. 

The book will serve as a valuable reference book fortoday’s practitioners, as well as a unique source ofsophisticated, contemporary thinking.

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About the author (2008)

Stephen King was a genuinely original thinker. He began hiscareer in JWT (J. Walter Thompson) in London in 1959, retired fromthe 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 aVisiting Professor of Marketing at the Cranfield School ofManagement. During his career, he pioneered an entirely neworganizational structure to support his ideas and philosophy– the importance of function called account planning and roleof the account planner in creating advertising. It was a structurethat was copied by agencies around the world. Stephen died inFebruary 2006, leaving a legacy of articles and books aboutmarketing, advertising, research and brand communications writtenover a thirty year period, which have influenced advertising peoplearound the world. He is remembered as a leading intellectual figurein the world of communications strategy.

Judie Lannon isa Marketing Communications and ResearchConsultant. The major part of her career was with JWT London whereshe was Research and Planning Director for JWT Europe beforeleaving to set up her own consultancy. In addition to working withclients on branding projects, she is editor of Market Leader, thejournal of the Marketing Society and on editorial board of theInternational Journal of Advertising

Merry Baskin, after several years as one of theindustry’s top planning directors (including running theUK’s largest planning department at JWT and America’scoolest at Chiat/Day New York), founded her own strategic planningconsultancy, Baskin Shark (where brands move forward ordie!) in 2000. She also works with the APG and American Associationof Advertising Agencies providing training for the advertising andmarketing industry, and account planers in particular. She remainsone of the leading lights behind the renaissance and expansion ofthe Account Planning Group (APG) both in the UK and overseas (UKChairman 1998-2000).

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