Learn from the emerging world
Guy Murphy JWT
With the switch of the economic focus from the developed world to the BRICs and now the ‘next 11', brand planners need to open up, be more curious, understand how local culture drives innovation, and learn from the experience, says
The future of planning is about knowing how to build brands in different cultures around ? the world. There are too many macro trends to suggest otherwise – the consolidation of businesses, the importance of having fewer, bigger brands, and the need to find new growth markets. While the ‘digital’ skills...