The future of strategy: Account planning's legacy

In this article, Paul Feldwick, former planner at BMP/DDB, discusses what the legacy of the 'planning revolution' is today and what aspect of it, if any, has value for the future.

The future of strategy: Account planning's legacy

Paul Feldwick

Paul Feldwick examines the account planning discipline in its contemporary form 'strategy' - as a name, as a way of structuring an agency, and as a way of thinking - highlighting three basic principles as relevant today and in the future as they were

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