A few thought coming from Neil Dawson, Sapient Nitro, CSO.
If planning is fragmenting, who’s gonna be in charge of leading a wild bunch of peeps?
At the same moment, the number of new technologies, tools and service call for new expertise. It’s very hard to be updated on everything.
Counterforces in action.
Every planner should hold imponderable knowledge: on brand, marketing, communication, people. Then each can have specific knowledge regarding a technology, a discipline, a field of study. It’s what certain agency call T-shaped people…
As long as there’s a shared purposed I guess everything gonna be all right.