Beginning in 1965, Stanley Pollitt felt that account managers were using information incompetently or in-expediently because the researcher was not involved in the campaign process. Because of this, Pollitt ៛suggested that a specially trained researcher should work with the account manager as an equal partner. After the opening of the Boase Massimi Pollitt (BMP) agency, in 1968, Pollitt introduced his idea, only slightly revised. Stephen King, believing that clients deserved a better way of doing things, proposed a process of advertising development that had a little less gut feeling and a little more scientific foundation. This process involved rigorous analysis of a brand and its position in the competitive market place. This process creates an advertising message from the marketing objectives and the client’s business objectives. In 1968, J. Walter Thompson (JWT) established a new department called “account planning,” coined by Tony Stead.