'Ping pong' planning and the rise of tech-fuelled strategy: Insights from the Jay Chiat Awards 2012

Geoffrey Precourt

Browse selected winners from the 2012 Jay Chiat Awards for Strategic Excellence.

Ed Cotton doesn't remember where he first heard the analogy, but the chair of the 2012 American Association of Advertising Agencies (4A's) Strategy Festival likes to describe the evolution of planning in sporting terms.

"To understand planning, you have to understand the difference between archery and ping pong," explained Cotton, whose day job is Director of Strategy at Sausalito, California, agency Butler, Shine, Stern & Partners (BSSP). "For years, we were in the archery business. As you developed different strategies, you'd start with a briefing, develop campaign art – with a beginning, middle, and end – and then you'd move on."

Ed Cotton addresses the 4A's 2012 Strategy Festival in New York