A future focused strategy for planning

Craig Le Grice

The future of planning lies in determining what the future is for the advertising agency. It is argued that agencies do not value strategic thinking enough even though it is strategy and being seen to be a professional service, rather than creative ideas, that will drive agency success.

A future focused strategy for planning

Craig Le Grice

PLANNING FOR COMMUNICATIONS CHANGE

On considering 'the future of planning', I believe that the wider question is in fact 'what is the future of the advertising agency?'

Answers to this question have recently been dominated by (sometimes wild) opinions on the 'take over of digital technology', the threat of consolidation, the consequences of network acquisitions and the effects of productisation or commoditisation. Yet the function of planning in these conversations usually gets as little attention as planners themselves do at Cannes. I argue that the largest threat planning – and communications...

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