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Role of the planner, strategist

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Article

This short article looks at John Griffiths' and Tracey Follows' '98% Pure Potato' which explains the origins of advertising account planning, from its early beginnings in the 1960s in the UK, and goes on to examine its present and future.

Article

This event report draws on research from LinkedIn and the 4A's (American Association of Advertising Agencies) to assess why planners and strategists are often dissatisfied in their roles.

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This article discusses the future of brand consultancy, arguing that the current model is not fit for purpose; the new breed must place consumer insight at its heart.

Article

This article argues that strategists must be business-literate, connecting communication skills with the entrepreneurial nous that defined the discipline of planning.

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This article argues that the real role of the strategist is to find new growth by answering the big questions that face the organisation and embracing the need to step beyond the conditions that have delivered success to date.

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This article argues that strategists must embrace an empirical, objective, and advisory role as technology provides greater insights and marketing capabilities..

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This article argues that creativity is essential when trying to establish brand difference as increasing numbers of companies now use their brand as a way to guide all decisions and to embody what it is that makes them different from and better than their competition.

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This article contends that in a wave of tech and media upheaval, short termism and shifting sands, planners should not waver from the fundamentally empathetic human-behaviour focus of the discipline.

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This article introduces a series of articles from leading industry thinkers on the future of strategy.

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In this article, Paul Feldwick, former planner at BMP/DDB, discusses what the legacy of the 'planning revolution' is today and what aspect of it, if any, has value for the future.

Article

In this webinar, Faris Yakob, Founding Partner of Genius Steals, explains how to create better and more creative briefs.

Article

This event report outlines the division between planners and creatives at ad agencies, and offers tips on how these very different teams can be brought together.

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This article looks at the current framing of agencies' capabilities, and confronts the reactive nature of this thinking.

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This event report covers the Future of Strategy session held by Warc in Cannes, looking at the role of planners, opportunities in new tech, and why proven methods of gathering insights are still necessary.

Article

This event report highlights some woeful – and outstanding – uses of technology by organisations and considers why some can get it so expensively wrong.

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This event report considers the possible impact of machines and artificial intelligence on the creative advertising industry.

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This short article looks at the continuing issues around what a planner is: doubts and worries persist as agency staff are under immense pressure to deliver 15% profitability.

Article

This event report outlines how planners are helping Yum! Brands ensure its quick-service restaurants remain truly relevant for consumers.

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This article explains how one agency delivered a successful campaign which took only 14 days to produce, and draws out some lessons from that experience.

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This article argues that marketers should replace traditional processes with prototyping to speed up marketing and become 'agile'.

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This article argues that the digital landscape requires cross-functional teams and agile marketing practices, and gives examples of brands that are getting it right.

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This article argues that successful real-time marketing requires pre-planning, and gives guidelines for five areas marketers should think about.

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This event report outlines some views on the future direction of the planning discipline, which has had to cope with sweeping changes in the industry, not least the digital revolution.

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This event report looks at some of the major challenges facing media planners, including the role of programmatic buying, the viewability of digital advertising and the ever-changing media habits of consumers.

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This article explores the roots of planning, looking at best practices from the past and considering what impact simple questions might have on today's planning.