Planning’s future seen through the lens of behaviour change and brand experience

Explains how using moments as the key driver of thinking can take planning away from defining needs and gives a greater sense of purpose to the idea and development of 'always on' marketing.

Planning @50: What is its future?

This article is part of a series of articles marking the 50th birthday of planning. Read more.

However much our lives move into the digital realm, we must never lose sight of the physicality of human nature. As marketers, we are often caught in the function of marketing when it comes to finding, attracting, and engaging consumers focused on the efficiency of digital connection and perhaps forgetting some core truths of what makes us human. We live in the real world. We seek physical touch. Our reality should be augmented...

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Insights Team
Bray Leino

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