Planning 3.0. - If you're still doing it in an agency, you're doing it wrong

This article argues that if planners are to realise their true value, they need to escape their agency shackles and start up a creative consultancy modelled along the lines of management consultancies.

Head for the exit

Brian MillarSense Worldwide

Planning 3.0. If you're still doing it in an agency, you're doing it wrong

To realise their true value, planners need to escape their agency shackles and start up a McKinsey-type creative consultancy.

Advertising Agerecently published its list of the best work by the shops shortlisted for Ad Agency of the Year 2011. There wasn't one ad in the list. Most of the ideas didn't need regular production teams. Some didn't even need creatives. The list was crazily eclectic. Furniture assembly manuals delivered on Twitter. An epic model railway construction project....

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