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Kindle Notes & Highlights
Such strategic thinking and planning is especially valuable for the advertiser who is financially unable to match forces (or dollars) with a strongly established competitor. And it will be seen here that CREATIVE thinking may be even more valuable than in the area of messages, where most of the talk about “creativity” in advertising is focused.
The planner brings not simply research, but also the use of data, into every stage of advertising development as a third partner for the account handler and creative team.
Their skills lie in the outside world and the longer term, trying to match clients’ abilities and brand personalities with consumers’ aspirations.
