A future focused strategy for planning
Craig Le Grice
PLANNING FOR COMMUNICATIONS CHANGE
On considering 'the future of planning', I believe that the wider question is in fact 'what is the future of the advertising agency?'
Answers to this question have recently been dominated by (sometimes wild) opinions on the 'take over of digital technology', the threat of consolidation, the consequences of network acquisitions and the effects of productisation or commoditisation. Yet the function of planning in these conversations usually gets as little attention as planners themselves do at Cannes. I argue that the largest threat planning – and communications...