Communication becomes total

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I was interested to read Miles Colebrook’s letter “JWT examines radical changes” (MW June 21) in which he reports: “We are looking closely at the convergence of account planning and media planning in this new reality of total communications.”

K Advertising and St Luke’s recognised this phenomenon some nine months ago and in autumn 1995 we both announced the formation of communications planning as a new discipline, to give clients a holistic view of consumer behaviour.

We went on to hire Mark Sobczyk as the first communications planning director to lead the integration of our hitherto separate account and media planning teams – and it’s working.

JWT has always contested the original authorship of account planning with BMP, so it’ll be interesting to see which of those agencies jumps first into the new era of communications planning. The inheritors of Stanley Pollitt’s planning legacy may have an advantage, after all the first account planners were ex-media planners, so for them it could simply be a full circle.

Hamish Pringle

Chairman and ceo

K Advertising

London

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