From troubled waters to a ‘total planning’ future

Examines ways in which a true multi-discipline planning team of equals could be assembled and who within the industry could lead the way in adopting this approach.

Planning @50: What is its future?

This article is part of a series of articles marking the 50th birthday of planning. Read more.

There is a sea of seismic change developing in the relationships between clients and the traditional communication agencies and, as a consequence, agency planning is finding itself in troubled waters. However, with adroit leadership, account planning has the potential to help steer a good course for all through these storms, but without it, equally runs the risk of being caught up rudderless in the currents.

So what is happening to make such a statement? Fundamentally,...

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