Planning in the Digital Age: collaboration is key

Really interesting article from RGA's head of strategy, Anne Benevuto who suggest that planning in digital is very diffrent in requirements of a lanners skill and in the operational set up of the creative process; certainly more challenging, but at the same time offering new opportunities for the procative a well informed planner to flex the intellectual and creative muscles. In relation to the 'process' of creative idea generation a particularly interesting is Anne's description of the "creative hydra" the multi-headed creature that makes the agency mytheldogical. I really like the multi-talented approach they have taken to deploying planning, including technology/UI / design

As this is an evolving discipline in an evolving industry I wiuld be really keen to hear others thoughts about the optimum digital planning process

Download RGAandinteractiveplanning.pdf