98% Pure Potato

This is the enlightening history of how advertising planning started in the UK becoming a worldwide phenomenon. It is an instrumental guide for anyone working or hoping to work in the advertising industry today. From the late 1960s, advertising agency account planners helped to develop long-running advertising campaigns that went on to build well-known household brands that we still use today. It was a golden era of advertising, partly because the campaigns seemed to connect with consumers so well. But who were the account planners who helped to develop these campaigns and build these brands? In 98% Pure Potato, the untold history of those real-life men and women is revealed through insights and anecdotes from some of account planning’s most revered pioneers. Industry experts John Griffiths and Tracey Follows trace the true beginnings, rise and evolution of 'advertising account planning’, uncovering how the UK’s most iconic campaigns came to be, and exploring what challenges and opportunities lie ahead.