Point of view: An RoI for planning

Gordon Euchler

This short article looks at the continuing issues around what a planner is: doubts and worries persist as agency staff are under immense pressure to deliver 15% profitability.

Point of view: An RoI for planning

Gordon Euchler Ogilvy & Mather

Since the inception of planning more than 40 years ago, not a year has passed in which planners have not been navel-gazing over what a planner is, what planners should do, what new areas planners should specialise in, and so on. The role of their head of planning has been scrutinised considerably less often, however.

As all of us in the advertising industry have to deliver 15% profitability (either to our holding company or to the villa of the agency founder), the role of 'head of' is...

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