The first practical look at a tool that is reshaping the ad industry. Account planning is one of the hottest topics in advertising today. Jay Chiat, whose advertising agency created campaigns for the Energizer Bunny and Fruitopia, called it "the best new-business tool ever invented". MORE THAN ART, LESS THAN SCIENCE teaches executives how to use account planning to win clients and produce better, more effective advertising.
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The first practical look at a tool that is reshaping the ad industry. Account planning is one of the hottest topics in advertising today. Jay Chiat, whose advertising agency created campaigns for the Energizer Bunny and Fruitopia, called it "the best new-business tool ever invented". MORE THAN ART, LESS THAN SCIENCE teaches executives how to use account planning to win clients and produce better, more effective advertising.
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