Goodby, Silverstein’s new strategic take on planning

This article, by Geoffrey Precourt - U.S. Editor of WARC Online - discusses the approach to planning advocated by Jeff Goodby, of Omnicom's Goodby, Silverstein & Partners.

Goodby, Silverstein’s new strategic take on planning

Geoffrey Precourt US Editor, WARC Online

In 2003, the American Association of Advertising Agencies (4As) celebrated its absorption of the U.S. Account Planning Group - another trade organization - with a planning conference it called “Making the Practical Magical”.

Jeff Goodby took the occasion to draw a very deep line in the Boca Raton sand. Planning, he suggested, had run its course. To prepare for his 4As presentation, the co-chairman and creative director of Omnicom Group's Goodby, Silverstein & Partners...

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