Global thinking needs to anticipate local reaction

The changes and advances in account planning in recent years have largely failed to touch global planning, which tends to remain bogged down in concerns about structure and the global versus local debate.

Global thinking needs to anticipate local reaction

Orlando Hooper-Greenhill

Last year saw planning celebrate its 40th birthday. Of course, before that, people were planning in some shape or form, but it has been 40 years since the discipline was recognised as an important part of creating better, more effective advertising, resulting in stronger brands.

In the past five to 10 years, the shape of planning has changed considerably. The debate about technology's tectonic effects on communication has flourished, with agencies of all shapes and sizes frantically staking their claim in the digital rush.

But outside the rumpus and hullabaloo of...

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