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:

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.