Likable advertising - does it matter?

As a way to commemorate the 10th anniversary of the publication of the book, John Griffiths interviews Jo Arden on how strategy has changed in the last 10 years and whether 98% Pure Potato is still relevant to those working as planners and strategists today.   By way of explanation of the cover picture John conducted the interview from a narrowboat in the North West of England. 

As the 10th anniversary of the publication of 98% Pure Potato arrives in July 2026 we have uploaded chapter 2 context to Google's OpenLP to get them debating the significance of the new focus on customer take out rather than the faithful transmission of the message which was the orthodoxy within US advertising.  A chance for you to enjoy a modern application of AI to a classic debate in how to create good advertising and how to measure effectiveness. 

Today Tony Stead's death was announced. As he was the one who came up with the name Account Planning it seemed appropriate to remember his contribution. John Griffiths talks about his meetings with Tony Stead one of the only interviewees for 98% Pure Potato who he encountered as a young planner

A podcast which makes the simple point about the way account planners - even junior ones- can make a major contribution. The best way to introduce planning to clients.

There's a dust up at JWT about straight middle aged middle class male white creatives being let go in the interests of diversity. Cue a discussion about the diversity and elitism that clings to advertising and how the first planning agencies addressed that.

in this podcast I ask about how digital advertising has got so locked into short term activitation. By contrast the first planners in 1968 discovered the long term effects of advertising and turned TV advertising into a medium whose power is still evident today.

Talking about the likeability of advertising - when its useful and when its not. And doing a comparison with the approach to advertising of the first ad agencies with planning departments at Boase Massimi Pollitt and J Walter Thompson. Drawn on interviews used for the book 98% Pure Potato

What I am doing now in the revived podcast is focussing on today's issues for communications looking back to compare how the first planners addressed them. You can of course find out lots more by getting hold of a copy of 98% Pure Potato but there is plenty of the ancient wisdom via these podcasts.

The week account planning started in 1968 with BM@P opening its doors and J Walter Thompson launching its planning department on Nov 1st. Where are we now? I talk about the significance of the beginning and how it differs from today.

something I have been meaning to say for ages - the book 98% Pure Potato started its life in 2012 but it took until 2016 before it came out. So here are some learnings for fledgling authors