A cultural revolution
Dayna DionOgilvy & Mather
Learning to live in cultures, not categories: The future of brand planning
Planners will be reborn as cultural strategists, moving from being the voice of the consumer to the voice of human nature, gathering cultural insight and building a brand's cultural currency.
Sev D'Souza, of the London-based agency once known as Still Price Court Twivy D'Souza, attempted an official definition of account planning in 1986. "When asked at a party what he or she does in an advertising agency, the account planner would probably say, 'I'm the consumer's representative'," D'Souza wrote. I...