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...