Yeah, you heard Kay McCarthy well.
The future of planning is about bringing (back) channels at the intersection of people and culture. Especially in order to go upstream the fragmenting trend of planning – among thousands of jobs such as social planner, data planner, brand planner, digital planner, media planner, consumer planner…
Not that we should think vertically following each different media grammar no. It’s not about creating new silos. It’s about understanding that to be in the people business, we can’t afford not to understand their media habits, they way they consume content.
Our environment shapes who we are.