Great article by Craig Walmsley, Director of Strategy at AKQA, which propoes a redefinition of the role of the account planner to that of a “digital enabler”.

His suggestions echo the beliefs of other forward-thinking marketers who recognize that in the age of interaction and participation, it makes sense to think of brand planning in terms of building a complete "user experience", instead of manufacturing a static message. Account planners can be the ones to lead the way, and Craig makes some excellent suggestions:

This content is available for Basic Members.
Already a member, log in