July 30, 2007
"Planners at a Crossroads"?
"Pity the poor account planner. Not long ago, planners were the undisputed rock stars of the agency business. But they're now mere mortals in "the middle of the maelstrom of everything going on -- what communication, what media, how to compete and how to become versed in multimedia".
Am I missing something here?
The «what to be said» (message/insight) and «how to say it» (media/connection channels ... be it TV, viral, ambient, guerrilla, poster, radio) has always been part of the planner's competences whithin the advertising agency.
Planners (past, present, future) know where consumers are and how to reach them.
Posted by hidden persuader at 30.7.07