In June 1964, Stephen King’s T-Plan (Target Plan), a set of advertising development guidelines, was introduced at J. Walter Thompson. It concentrated on combining market research and consumer insights to develop more creative and effective advertising. A progression from the agency’s 1920’s T-Square, it’s most enthusiastic proponents were in the creative department who found its rounded and human descriptions of the target audience followed by a description of the responses to be elicited from each of their senses/reasoning/emotions genuinely helpful.
Later on in December 1964, Jeremy Bullmore added The Planning Cycle to the T-Plan. Stephen King declared it to be
an absolutely universal aid to planning anything whatsover.