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Communications planning: taking the States by storm

Joe Mandese
MediaPost

It is official: communications planning has taken the States by storm. They may be Johnnycomelatelys but the major US media shops have seized on the notion that the future of the advertising business is to look beyond advertising.

In recent months, big US shops have been tripping over themselves announcing the addition of communications planners, context planners, communications architects, channel account planners, media account planners, but they are all basically talking about the same thing: a new breed of planner that thinks beyond conventional media options to consider the entire set of communications options and the mindset of consumers when they are exposed to them.