Planners and creatives in Asia: A happy marriage?

Anna Hamill

Planners and creatives in Asia consider partnership to be important – but there is room for improvement.

Planning is a discipline in flux, according to WARC’s most recent Future of Strategy report. So too is the world of creative, where the concept of ‘the big idea’ is up against a data and technology-driven media space. Overall, the relationship between planners and creatives is evolving. Can a happy marriage between the two continue in an industry changing faster than ever?

According to Andreas Krasser, Chief Strategy Officer at DDB Hong Kong, the marriage between agency creatives and strategists is probably in need of some relationship therapy – but there’s still reason for optimism. In his own survey of...

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