Planning 2.537: The Transition Phase

Joseph Morgan

THE EXTREMITIES

Conducting this type of past, present and future review incites the temptation to talk in extremities; to paint a picture of the future planning landscape that will get you reaching for the 'beta-blockers' or champagne.

As agency remuneration is marginalised against a backdrop of economic doom and gloom (at least in most of the western world), it is quite easy to predict a depressing future vision of planning. A world in which the lonely planner stumbles across a post-agency apocalypse of production houses, incoherently sputtering now quite familiar arcane phrases such as "no time for strategy", or "they just left the brand for dead".

It is also tempting to spout the usual 'upstream' predictions for planning. That in this time of 'crisis' we are becoming increasingly fundamental to our clients' business beyond the remit of communications, and are destined to be pulled further up the decision chain.