Série d’été # : JWT Planning Guide

Le doc mythique de Stephen King, un des pères fondateur du métier.

“This manual contains J Walter Thompson’s views on how to plan the most effective advertising. This is what account planning is for; to get the most effective advertising.”

En l’occurrence ce doc ressemble surtout à une bible pour réussir ses pré-tests. Mais important de comprendre pourquoi certains vilains relents demeurent.

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