Planning @50: What is its future?
This article is part of a series of articles marking the 50th birthday of planning. Read more.
In 1968, the advertising industry responded to a new cultural landscape with the introduction of account planning. Fifty years on, I believe that, once again, we are facing a new social and cultural landscape and once again we need a major strategic innovation to ensure that planning as a discipline modernises effectively and operates once again as the strategic lifeblood that our industry so desperately needs.
As a planner, I look at the state of...