Planning @50: What is its future?

This article introduces a series of articles marking the 50th birthday of planning. Read more.

In a remarkably prescient paper written for Admap in 1989, Stephen King, the JWT planner and pioneer of account planning, some two decades earlier, set down the challenges then facing planning as he saw them, with some predictions for its future.

In this 50th year since the birth of account planning, and nearly 30 years after the publication of King's 'The anatomy of account planning' (Admap, November 1989), it seems an opportune time for Admap to examine the current state of play in planning now more often termed 'strategy' in today's marketing world, and to explore its future.