Global thinking needs to anticipate local reaction
Orlando Hooper-Greenhill
Last year saw planning celebrate its 40th birthday. Of course, before that, people were planning in some shape or form, but it has been 40 years since the discipline was recognised as an important part of creating better, more effective advertising, resulting in stronger brands.
In the past five to 10 years, the shape of planning has changed considerably. The debate about technology's tectonic effects on communication has flourished, with agencies of all shapes and sizes frantically staking their claim in the digital rush.
But outside the rumpus and hullabaloo of...