Goodby Warns Planners Are Fading Away

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

NEW YORK Account planning could soon disappear from agency life if steps are not taken quickly to save the profession from “the verge of irrelevancy,” said Jeff Goodby, co-chairman and creative director of Omnicom’s Goodby, Silverstein & Partners, in a speech to colleagues at the APG Conference in Boca Raton, Fla., this week.

Goodby, who described his San Francisco shop as one of the most “dyed-in-the-wool planning process agencies around,” said a quick survey of his staff revealed that because planners are disenfranchised from the creative process, they are losing their relevancy.

“I



AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in