Account planning has been overprescribed as the cure to ad agency ills, Jon Steel, partner and planning director at Goodby
, Silverstein & Partners, San Francisco, said today at the 1999 Account Planning Group-U.S./Four A's conference in San Diego. Mr. Steel said agencies often hire planners because they believe the planners will increase the agencies' chances of winning new business and also because they will improve the creative process. However, "the instinct of the creative people is the most important ingredient" in the creative process. He also decried the high salaries agency account planners can garner, urging agencies, "Stop the madness."
Copyright July 1999, Crain Communications Inc.