Um sujeito resolveu escrever um texto apontando 5 razões para a morte do planejamento. Eu, enquanto redator metido a planejador, achei a provocação sensacional.
Strategy is too important to be left to the strategists. Advertising and brand strategy ought to be done by the smartest people at the agency. I don’t care if their titles are art director, billing supervisor, or ceo. The most important thing an agency does is make ads — and the ads are worthless if the strategy isn’t right. In my experience, the ability to synthesize an imaginative strategy is unrelated to job title. It has to do with intelligence. Let the most intelligent people do the strategizing, regardless of their titles.