Why Experience Architecture is the future of planning

Around 40 years after planning was invented, there are two philosophically different camps within the discipline, each competing to be seen as the most valuable.

Experience the future

Nick HirstDare

Why Experience Architecture is the future of planning

We need to transcend the often polar disciplines of 'conceptual' (creative agency) and 'practical' (media agency) planning to deliver, not communications, but great brand experiences.

In a way, the history of planning is a history of tension. It was even invented in two places, quite possibly with different agendas. John Griffiths writes in 'Where next? Account planning at 40' (Admap,April 2008) of the 'twin polarities' of planning as conceived by Stanley Pollitt of BMP and Stephen King at JWT, 'the one through the optimisation...

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