If you work at an ad agency, the role of the strategic (or account) planner is well known to you. Originally conceived by J. Walter Thompson and Boase Massimi Pollitt in the UK in the 1960s, the discipline has played an increasingly important role in advertising over the years. If you want to read the definitive book on the subject, check out Truth, Lies and Advertising by Jon Steel. More great planner info and resources at the Plannersphere wiki and the Plannersphere Ning group.
A couple of developments in the world of planning recently that I thought were worth sharing. First, PSFK, in conjunction with RedScout, has a tremendous video series on planning. They gathered the smartest folks and asked some intriguing questions. The video series is called Spur, here’s the intro video:
In other planning news, Mike Arauz from Undercurrent has been doing what Mike Arauz does; ask penetrating questions that challenge our notion of the status quo. First he asks, “What is strategic planning?” then follows that up with “On strategic planning (again…)”
It’s an interesting time for agencies of all stripes. The ones that will survive are those that have the courage to ask tough questions of themselves and adapt to the needs to the clients.