Planning for the Future: Redscout & PSFK’s SPUR series comes to a close

5 Jan 2010 by Rick, No Comments »

Three cheers to PSFK and Redscout for their thought-provoking SPUR series, which looked at Account (or Brand) Planning. The final segment talks abou the future of Planning:

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I’m not sure what the future of Planning is, but I know this: The friends I have who act as planners – whether they have that exact title or not – are some of the smartest, most creative people I know.  They are thinking, and crucially doing exciting, innovative things that have a direct impact on how brands communicate to consumers.

Cool glasses? Check. English accent? Check. Must be a Planner. (Gareth Kay of Goodby Silverstein)

As tools, methodologies and economic & social dynamics change it is the planners and other brand strategists that will set the course.  If I had to take a guess, I’d say look for planners to start popping up in roles outside of traditional agencies, or even ad agencies at all. Digital shops, PR firms, design houses, retail… Planners can play a role in all these areas as all aspects of business become connected.

If you’ve got a brand planner hang on to her; if you don’t have one, get one.

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My name is Rick Liebling. I’m a Senior Social Media Planner at dare, an interactive marketing agency which was founded on the core belief that strong ideas lead to better business results. Something we call “ideas that work.”

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