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Consumer-Focused Planners Are ‘Dinosaurs’

I am writing in response to Tony Edwards’ “Mind Over Matter: What today’s account planners need to know” [A&C, Jan. 20].

To say account planners have evolved, or should evolve, into social scientists employed in the service of “understanding the consumer” is a disservice to the strides our discipline has made over the years. Planner as “voice of the consumer” is an anachronism that went the way of tracking eye movements over a page.



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