Innovation and entrepreneurship: Andrew Delbridge on the future of strategy

Geoffrey Precourt

This article summaries the views and comments of Andrew Delbridge, partner/chief strategy officer of McKinney, about the winners of the 2011 4A's Jay Chiat Awards for Strategic Excellence.

View the Jay Chiat Awards for Strategic Excellence landing page

Innovation and entrepreneurship: Andrew Delbridge on the future of strategy

Geoffrey PrecourtWarc

Andrew Delbridge partner/chief strategy officer of McKinney in Durham, North Carolina, is one of the world's most vocal and influential advocates for refining the science of account planning into a more precise science of strategy. "The biggest shift in our business has come with the digital imperative to move away from traditional media planning and to have people interact and participate with a brand," he has said. "That's re-shaped advertising. And it's reshaped planning."

So...

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