The connection planner

Article Abstract:

The agency, Fallon, came up with the successful idea of connection planners for its Minneapolis office four years ago. Connection planners are orientated towards building customers' brands, akin to account planners. However, they focus on bridging the gap between consumers and media, unlike account planners who concentrate on the link between consumers and brands.

United States, Strategy & planning, Advertising Agency Relations, Customer Relations, Planning, Fallon, Company business planning

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Strategic creativity

Article Abstract:

Creativity is the lifeblood of an ad agency, with strategy always being part and parcel of it. There cannot be an effective creative product without it being well grounded in strategy.

Canada, Creative ability, Creativity

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