This is for all Strategic Planners, Consumer Strategists, Media Planners and those with an interest in the field.

Join experts John Fanning and Margaret Gilsenan to take a look at the progress of Account Planning and Strategy since its beginning in 1968.

They’ll discuss the changing communications landscape over the years, new agency models and the impact of all things digital. You won’t want to miss it!

Account Planning was born fifty years ago; during the last week of October and the first week of November 1968; it was a protracted birth! The proud parents were Stephen King a director at JWT London and Stanley Pollitt a director of the newly established agency Boase Massimi and Pollitt who had two very different ambitions for their new offspring, differences which have shaped the interpretation and approach to planning since the beginning.

Over the 50 years, Account Planning has had to cope with a changing communications landscape, new agency models, impact of all things digital, fake news, new realities, big data, small data and a myriad of different names.

This session will present a history of account planning and will explain why problems of definition remain. It will present the results of a small survey of leading Irish planners and how they view the current position of the discipline and how it should develop.

It will conclude with a discussion on how Account Planning can contribute as the marketing communications business grapples with the digital age changes being brought about by Big Data and AI.


About Margaret
About Margaret

Margaret has more than 25 years experience in planning. She was Board Planning Director in McConnells Advertising until 2009, when she and five others set up Boys and Girls, building the agency business, client base and people from scratch. In that time, the agency has gone from strength to strength, built around a strong strategic and creative ethos.

Over the years Margaret has worked on some of the biggest accounts in the country including The National Lottery, AIB, eircom and Kellogg’s. Today her accounts include Ulster Bank, Energia, Trinity College Dublin, Dulux and Danone. These accounts have won numerous creative and effectiveness awards.

Her area of particular interest and expertise is consumer behaviour and insight and she is a firm advocate of continuous learning.

About John
About John

John is well known in the advertising circuit. John was the Managing Director of McConnells Advertising 1980-1999, and Chairman 2000-2005.

He now lectures in Branding and Marketing Communications at the Smurfit Business School and published 'The Importance of Being Branded: An Irish Perspective' (Liffey Press) in 2006. In addition he writes regular articles on branding and marketing communications in Irish Marketing Review, Marketing Magazine and the Irish Times and is the Chairman of Bord Bia's Brand Forum.

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Add to Calendar 2019-01-24 08:30:00 2019-01-24 10:30:00 Europe/Dublin 50 Years of Planning John Fanning & Margaret Gilsenan - for all Strategic Planners, Consumer Strategists, Media Planners and those with an interest in the field. Lecture Theatre, No.6, Kildare Street IAPI info@iapi.com

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Add to Calendar 2019-01-24 08:30:00 2019-01-24 10:30:00 Europe/Dublin 50 Years of Planning John Fanning & Margaret Gilsenan - for all Strategic Planners, Consumer Strategists, Media Planners and those with an interest in the field. Lecture Theatre, No.6, Kildare Street IAPI info@iapi.com

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