Chris Hackley, Phd, is Professor of Marketing at the School of Management, Royal Holloway University of London. He is the author of the excellent book, Advertising and Promotion – Communicating Brands [SAGE Publications] which includes two advertising agency planning case studies by pioneer planner, David Brent. Chris Hackley is an international commentator on the ad agency planning role and has published research on advertising research, consumer research and marketing communications in many leading journals including Journal of Advertising Research, International Journal of Advertising, Admap and Journal of Business Ethics.
In May 2017 The Incorporated Society of British Advertisers – ISBA – acknowledged receipt of a document from David Brent in Australia detailing notable successes in ad agency planning since the launch of the new role in 1966. The ISBA Director General confirmed that the records will be well preserved and that the information had also been forwarded to the History of Advertising Trust – HAT – in the UK.
Several senior advertiser executives have said of David Brent – ‘He was our anchor man in the agency’ – ‘I found David’s maturity, experience and sound thinking most helpful’ – ‘understanding our problems with flair and innovation’ – ‘bringing to bear a keen marketing mind’ – ‘a dedicated professional at all times’ – ‘we always found David’s contribution most significant’.