Why planning is the 'hardest job in the agency': insights from the Jay Chiat Awards 2013

This interview with Kristen Cavallo, chair of the judging panel of the 2013 Jay Chiat Awards for Strategic Excellence, discusses the trends in planning as seen through the case studies entered into the competition.

Why planning is the 'hardest job in the agency': Insights from the Jay Chiat Awards 2013

Stephen WhitesideWarc

Kristen Cavallo, chief strategy officer at Mullen

One message stood out for Kristen Cavallo, chief strategy officer at Mullen, when assessing the 2013 Jay Chiat Awards papers.

The job of the planner is growing. And it is becoming much, much harder.

"I think it is truly becoming one of the hardest jobs in the agency. Perhaps in the past – and by the past, I mean 20 years ago – it might be sufficed with a unique piece of insight,"...

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