Dodging Irrelevance

 

A few months ago, Gareth at M! spoke at the Brazilian APG about the state of planning. His presentation starts off like this:

"Advertising, primarily due to the failure of planning, is complacently coasting into irrelevance." (the optimism comes later)

It's a brilliant interrogation and I come back to it often. It's made me less comfortable in my job and a better planner because of it. Read here.