If the traditional role of account planning is to represent the voice of the consumer in the creation of marketing, I am not a traditional planner. I believe that the best strategic planning only happens after significant collaboration and the thorough exploration of a business problem; the insight uncovered in diagnosing a problem can often be as powerful as the one leveraged in the creation of the solution. Thus, my approach is equal parts diagnosis and cure. This allows me to focus on solving problems in a channel-agnostic, content-driven way, using the right mix of traditional advertising, digital marketing, PR and social media to solve communication and brand problems.
With strateg...
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