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Where to next? Account planning at 40
Planning is over four decades old, and features in every type of communications agency. It is still recognisable in what it delivers - namely, an improvement of the quality of advertising - and the twin strands of strategy and optimisation, as originated by Stephen King at JWT and Stanley Pollitt at BMP, remain essential.
By only relying on personal opinions or guesswork, not facts, you risk wasting millions of dollars, losing credibility and impact.
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WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.
Strategy Partner, Fetch
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