The Future of Planning

Where will planning go next? Will different agency planners – creative, media, digital, strategy – form a collaboration of like minds, or will planning reside at the client? Will ‘planning’ survive, and if so, where will it be found in future? What core skills will remain relevant, and how will the discipline need to change and reinvent itself? An Admap roundtable of six planning sages discuss how the key issues for the future of planning can be resolved to benefit both the advertising industry and its clients.

The Future of Planning

Where will planning go next? Will different agency planners — creative, media, digital, strategy — form a collaboration of like minds, or will planning reside at the client? An Admap roundtable of six planning sages recently gathered...