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

Ed Cotton, chair of the 2012 4A's Strategy Festival, discusses with Warc's Geoffrey Precourt the evolution of planning and the influence played by technology.

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

Geoffrey PrecourtWarc

Browse selected winners from the2012 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 &...

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