Planning through Darwinian improvisation

Jim Moseley

Planning at Diageo is evolving from research to become a critical business division with a key role in marrying future brand developments with marketplace reality

Charles Darwin said: “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change.”

Successful client planning departments have already evolved from research-orientated data analysts to consumer understanding and insight experts, who work in partnership with marketing to bring to life the implications from these consumer insights. However, as the world in which we operate continues to change and evolve, planning departments must also go on evolving. The past 18 months have provided a vivid example of that need, and highlighted two key areas that will require more attention and resources.