Start to SOLVE THE PROBLEM. Classic planning has been about planners sourcing a way to speak about the brand in the most compelling ways.
I think there is a new opportunity for planners to leverage their customer insights to not only communicate about the brand's value, we can and should influence actual business solutions and ideas. So an example: Nike+. Is that a marketing communication? Or a business solution? Or a research tool? Or a customer service channel? Well, its all of that. A billboard headline is nice. But a Nike+ solves the problem.
We're smart enough to help clients solve the problems. It gets us and our agencies deeper into the clients business, and makes us more valuable than last week's headline copy. Just a thought.
Aki Spicer is Planning Director at Fallon Worldwide
Part 2: Aki Spicer