Lofty Thinking Gets Practical At 4A's Planners Conference

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No more chaos theory, no more quantum physics. Once known as followers of a head-in-the-clouds discipline, American account planners are now acknowledging that their future depends on their concrete contributions to the agency bottom line.

The trend, which surfaced at last year’s Account Planners Conference, was front and center this year with some tough love from Jeff Goodby of Goodby, Silverstein & Partners and a refresher course in data presentation from Howard Wainer, an editor of the Journal of Education and Behavioral Statistics.

“Planning is on the verge of irrelevance,” Goodby told the 600 attendees of the American Association of Advertising Agencies event in Boca Raton, Fla.



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