Strategy, the saviour of advertising

Zaid Al-Zaidy

Argues that the 'planner of the future', who can help guide clients through well-argued and supported strategies for growth, is in more demand than ever.

Planning @50: What is its future?

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

All around me, I see marketers in a state of what I call tactical paralysis. They are dealing with changes around them –...

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