Nov 30, 2006

'Some think we're just a clever agency that does stunts'

Even as the debate about bringing media back into the creative fold rages, separate shops for communications planning are being set up. Are they really necessary?

Paul Payne Managing director, PHD Asia-Pacific

Isn't communications planning just a fancy term for what agencies have always done

That's open to debate. Is it mutton dressed as lamb A fad or the future I think it's a new discipline and a new way of approaching client problems. Yes, it incorporates something agencies have always done, but it casts it in a wider context. At the heart of it, you still need a cracking idea that can live...

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