Thread by @VikkiRossWrites

Ideal advertising planning methods according to @JWT_London's Planning Guide in 1974 - warning, I'm about to tweet the hell out of this document

"These different elements combine in various ways and interact with each other, so that for any brand there is a unique blend of appeals."
@JWT_London's Planning Guide in 1974

"To whom do brands appeal?"
@JWT_London's Planning Guide in 1974

"The role of advertising"
@JWT_London's Planning Guide in 1974

"There are some clear implications here for advertising communications:"
@JWT_London's Planning Guide in 1974

Let's look at that last one again

"What is the creative process?"
@JWT_London's Planning Guide in 1974

"One way to provide disciplines and controls for our advertising planning is to establish a regular sequence of work and thought. The one we have found most helpful is based on answering these five questions:"
@JWT_London's Planning Guide in 1974

"Developing campaigns"
@JWT_London's Planning Guide in 1974

Read the full doc here: plannersphere.pbworks.com/f/JWTPlanningG…

With credit to @plannersphere