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Let Them Eat Planning!

Published on .

Jeff Goodby fired a warning shot over the bow of account planning at the 4A's planning conference in Boca Raton this week. Goodby -- who describes his own shop as one of the "dyed-in-the-wool planning agencies" -- offered planners a few suggestions to stem their field's slide into irrelevance: "Be less confrontational"; "guide, don't judge"; rely less on focus groups; and, oh yeah, change the name of the discipline. Read more about Goodby's comments at AdAge.com.
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