The first Spanish edition of the book, How to plan advertising, the Account Planning Group in London, serves two purposes. The first is to bring the Spanish speaking public a fundamental books on the discipline of planning. The second is to present, for the first time, thoughts and experiences on the practice of planning in Latin America from the view of professionals representing eleven experts in the Account Planning Group (APG) Argentina, an association that promotes and disseminates creative communication planning . These APG professionals also conducted a technical review of this issue to suit local terminology. The strategic planning of communications in this book is clear, informative and entertaining, dedicated to those who are interested in advertising, communication students, advertising, administration, marketing and other related disciplines including planners from all over the world.
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