Cathy Clift, the Chief Planning Officer of Rapp Collins Worldwide, has penned an article on the evolution of the planning function in agencies:

As the power of the image makers is eroded, we now have an opportunity to re-invent ourselves as “experience planners” and borrow new tools of insight from the worlds of anthropology, psychology, biomechanics and similar disciplines to power our success. While unexplored territory for some, the more we can guide the overall brand experience across the customer lifecycle, the more value we will add to both our agency and our clients.

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