LONDON: A total of 15 essays on the future of planning have made the shortlist for the Admap Prize 2012: Planning 3.0 – The Planning Landscape in 2020.
The shortlist for the 2012 Prize was compiled by a panel of judges that included Guy Murphy (worldwide planning director of JWT), John Woodward (global planning director of Publicis) and Craig Mawdsley (head of planning at AMV BBDO). From the shortlist, they will now decide on Gold, Silver and Bronze Awards, which will be announced at the beginning of June.
Representatives from media, creative, digital and research agencies made the shortlist, along with independent consultants. There was also a notably wide variety of seniority among the papers' authors, who ranged from junior planners up to senior executives.
Colin Grimshaw, Admap editor, said the entries highlighted divided views on how the planning discipline will evolve over the next decade.
"Some predicted the rise of 'big planning' – they thought that it had to be more strategic and needs to move up the food chain to be advising at client board level, if it is to get in at the start of brand strategy planning," he said.
"Others saw the future as 'small planning', at a more micro-level – identifying micro-cultures and communities and orchestrating communication among these groups."
Also commenting on the Prize entries, Guy Murphy identified a common theme running through the 2012 entries – the role of the planner within the agency.
"The most striking theme for me about the entries was how they represented a clear new chapter [that] could be dubbed the 'Post-specialist era of planning'," he said.
"The entries no longer championed the specialisms as skill sets that deserve their unique place. Instead, they argued that the specialisms should be the very future of planning in its entirety: the planning specialism becomes the planning mainstream."
The Gold, Silver and Bronze awarded essays along with any Commended essays will be published in the June edition of Admap, which will be themed The Future of Planning.
Data sourced from Admap/Warc; additional content by Warc staff