Wieden & Kennedy: Off-On - How planning turned off apathy and turned on a Kenyan orphanage
Sophie DollarWieden & Kennedy
SUMMARY
The required skill-set of planners is ever increasing.
You need to be a researcher, business developer, media expert, behavioural economist, content planner… the list goes on.
But this paper is about more than the evolving role of planning and their skill requirements. This is about what happened when these skills were deployed in an entirely new agency context. Unrestricted by a client brief, a budget and a process, this is about the power of planning beyond its traditional...