Planning 3.0: The feeling is mutual

Tom Woodnutt

Planners should exploit the idea of creating mutually beneficial and open relationships between customers and brands and their agencies.

Mutually inclusive

Tom WoodnuttTom Woodnutt Ltd

Planning 3.0: The feeling is mutual

The future is about Mutuality Planning, focusing on the value brands and consumers can give to each other through a strategy of co-operation, openness and reward

Over 30 years ago, Charles Channon defined planning as a combination of evaluating insights, developing communications objectives and making them inspiring and meaningful ('The problem of planning' Admap, December 1978). While the definition may still be relevant the context has fundamentally changed. Planning needs a new ethos: 'mutuality'.

In the natural world, 'mutuality' is defined as 'the condition or...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands