Planning @50: What is its future?

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

Nowhere is the future more present than in China. If you speak to young Chinese creative thinkers, they spend little time dwelling on their nation's storied history. They're focused on its next chapter, as it starts to define modern commerce and culture.

While we'd never fail to acknowledge the lessons of history, Anomaly shares our Chinese office's passion for the future. We believed we were full of fresh ideas in 2004 when we started but, in reality, we've needed to evolve and refresh our thinking, products and services every year since we began. We were born the same year as Facebook, before the iPhone, YouTube and Twitter, when Amazon still mainly sold books and Blockbuster still had a business. I don't need to point out how much impact these, and countless others, have had on the marketing industry and its beliefs. And yet, for a so-called 'creative' industry, many within it have failed to respond to these changes with the same passion and pace as the world around them.