Lofty Thinking Gets Practical At 4A's Planners Conference

How can you keep pace with an accelerating marketing ecosystem? Join us at Brandweek Sept. 12–16 in Miami alongside leading CMOs, founders and change makers from GatoradeMarriottAlo YogaCampbell'sUncommon James and more. Book now.

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...

AW+

INDEPENDENCE DAY SALE

Subscribe today!

APPLY PROMO CODE "JULY20" AT CHECK OUT FOR 20% OFF

View Subscription Options

Already a member? Sign in