Planning Needs Some Planning

Planning Needs Some Planning

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It's been a while since Gareth Key, former Modernista's Head of Planning (now at Goodby) shared with the planning community his point of view on the risk of advertising becoming irrelevant, and the role of planning in that matter. Seven months later and I still feel these three fundamentals continue without being properly addressed.

Let's keep Gareth's words in mind as we continue to move forward: "My contention is that if a planners job is to make sure the work works (as I believe it is) then we're in big trouble. All the data suggests advertising, more often than not, does not meet its goals and doesn't change behavior. We've done little to address this. We chase new media channels but we don't challenge how we think communication works (or as Mark would put it how ideas spread)."