‘How to Plan Advertising’ is one of the foundational texts of account planning. Originally published in 1997 by the APG, and edited by Alan Cooper, the book brings together eleven essays from some of the discipline’s leading practitioners. Together the collection of papers explore how strategy, research and creativity can combine to produce more effective advertising. Here’s five of my favourite lessons from the book.

Richard Rumelt is Professor of Business & Society at UCLA. In 2011 his book Good Strategy Bad Strategy brought clarity to the theory of strategy and illustrated it with practical examples. I’ll summarise its central themes for those who haven’t read it.