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Best New Thinking Winner 2010

Bookshop – Account Planning Books


Perfect Pitch, Jon Steel Wiley 2006
Well you have a treat in store - an interview with the man himself, a link to Russell Davies podcast late last year, extracts from the presentation he gave for the APG in February 2007 and a longer review of the book. Off you go to In their own words to enjoy it. This is a fantastic book about pitching and new business, a real insight into how planning thinking infects everything it touches - I still think only a planner could have written this book.
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Space Race: inside view of the future of communications plannin, Jim Taylor 2005 Wiley
Review and author interview in In their own words section
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The Communications Challenge, Edited Julian Saunders 2004 APG
Review to follow. Launched Feb 11th 2004 Look for details on the APG site.
After Image, John Grant 2002 Harper Collins
Review can be found on a separate After Image page in the bookshop on this site. Also on Amazon by the book listing.
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How to plan Advertising 2nd Edition Ed., Alan Cooper 1997. Cassell
First confession yes I've got it but I've only dipped into it, mainly to read the chapter on planning outside of advertising. If you're starting out as a planner and think you know too much to read this book, then you know too much
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Pollitt on Planning, Stan Pollitt, 2000 Admap
Fascinating glimpse into the origins of account planning and what was driving the man who had the original idea. 3 papers only so a very straightforward read. Get it off the APG. If Stan had decided to keep account planning as a unique new business initiative for Pritchard Wood and subsequently BMP we'd have never heard of it. Respect!
Truth Lies and Advertising, Jon Steel Wiley 1998
This a classic introduction to advertising account planning. Jon Steel (a Brit) is the godfather of account planning in the US I gather so has written a definitive book for the training slopes. What I like about it is that it is more than a manual for planners. The questions it raises are as valid for everyone that wants to do communications better. There's a lot on doing creative development research which is well argued and given what I have heard about attitudes towards qualitative research in the US needs to be. I also liked the combination of the basics of planning skills you need to use but a clear manifestation that the execution of them should be anything but mechanical or methodical. It is still all about flair and following up intuition. This is book doesn't get into new marketing, interactivity and all the latest toys that engage trendy planners, it's a little too early for that but is well worth the read.
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