JWT Planning Guide (1974)

TL;DR — J. Walter Thompson London’s March 1974 internal guide to account planning, the discipline the agency helped invent.

A 37-page scanned internal document from the J. Walter Thompson agency’s London office, dated March 1974. Account planning, bringing consumer research into how advertising is briefed and judged, was developed at JWT London and Boase Massimi Pollitt in the late 1960s, which makes this an early working manual of the method.

What it is: a scanned primary source with no text layer, hosted on a planners’ wiki.

Where this came from

• r/obscurePDFs post, March 2019 — “J Walter Thompson’s 1974 Advertising Planning Guide [32 pages]”. Routing record: The obscurePDFs Subreddit

37 pages. A copy is archived locally against link rot; the header links the original source.