98% Pure Potato is the untold history of those real-life Mad Men (and women) who first brought consumers into the advertising process. Through interviews with twenty of the industry's very first planners, the authors depict what it was like working in the early days of advertising. Interviews include: David Baker, John Bruce, David Cowan, Paul Feldwick, Lee Godden, EV Jenkins, Peter Jones, John Madell, Jane Newman, Jim Williams, Roderick White, Jan Zajac and more.

Peppered with their insights and anecdotes, this book convincingly presents the origins of the industry, how iconic campaigns - like Persil, Oxo and Andrex - came to be, how the account planning of the past has evolved into its current state, and what challenges and opportunities face the industry today.

98% Pure Potato is an enlightening history of the most revered pioneers in advertising and an instrumental guide for anyone working in the industry today.