Celebrating the role of strategic planning: Insights from the 2012 4A's Strategy Festival
Geoffrey Precourt Warc
In 2003, Jeff Goodby, co-chairman of Goodby Silverstein & Partners, took the stage at the American Association of Advertising Agencies' (4A's) Account Planning Conference to complain that planners had taken the "instinct out of advertising."
A few years ago, the conference was re-branded as the 4A's Strategy Festival. But when Goodby returned to the stage in 2012 as part of a conference-opening keynote, he still seemed grumpy about the planning/strategic function.
"It's different in every agency," he told the sell-out assembly, "How do...