Account Planning, to be specific. This agency is founded by and, more significantly, guided by account planners. Itís OK that account planning is not well understood away from Madison Ave. Truth is, itís not even well understood there. (Thatís why the best agencies have been moving away from Madison Ave.) It's a discipline whose name might mislead you, but it has been leading the advertising business forward by closing the gap between strategy and creative.
Account planning: the future of your brand is told in the present tense.