Planners love a plan. Plans set the direction and give control. They help brands stay consistent over time and, in doing so, drive their growth. But, in life things don't always go to plan – and, if the last five years have taught us anything, it's that sometimes you need to roll with the punches.
And in times of uncertainty, clients seem to demand even more planning. But, when it feels like nothing is going to plan, what are they looking for?
The brands that stood out in this chaos were the ones that adapted, reacted and kept surprising...