Goodby, Silverstein’s new strategic take on planning

Geoffrey Precourt
US Editor, WARC Online

In 2003, the American Association of Advertising Agencies (4As) celebrated its absorption of the U.S. Account Planning Group - another trade organization - with a planning conference it called “Making the Practical Magical”.

Jeff Goodby took the occasion to draw a very deep line in the Boca Raton sand. Planning, he suggested, had run its course. To prepare for his 4As presentation, the co-chairman and creative director of Omnicom Group's Goodby, Silverstein & Partners surveyed his own employees - managers and staff people who work in one of the agency business’ most renowned planning environments.

The results were not good: “I heard planners talk about being disenfranchised from ideas and people complaining that planners took the instinct out of advertising … All this was really bad. It seems unlikely that this is just happening at my agency. We are one of the dyed-in-the-wool planning agencies.”