Why the World Needs a New Global Agency
The planning principles behind WPP's new network, by Julian Saunders, red cell advertising
The year 2000 was a year of preparation for red cell. A vital building block for a global agency is shared methods and beliefs about how to do strategic thinking.
Develop a global planning tool with a team of planners was my brief from network CEO, Luca Lindner. This simple brief begs more fundamental questions: why does the world need another agency network? What is changing that requires fresh thinking? Why might other offers be inadequate?
I...