The first local agency in the United States to develop an account planning department was Chiat\Day (now TBWA\Chiat\Day). Jay Chiat took notice of the new department that was being met with success over in the UK and throughout Europe. (Tran, 1999) Chiat believed that account planning was crucial to creative work and he also believed, at the time, that British creative work was far better than American work. He was also not a fan of typical market research, stating that it is "what already has been done." Planning is about discovering new things.