Post by account_disabled on Mar 5, 2024 11:08:35 GMT 1
The group of planners is going through one of its best moments." This was stated some time ago by Ramón Ollé ( President of the Association of Strategic Planners of Spain and director of Strategic Planning of the Gray Group) in an interview published by PRNoticias. It is an activity that is beginning to be consolidated in companies in Spain, although it has been more than 50 years since Peter Drucker first proposed the concept of strategy in The Practice of Management based on the analysis of companies such as IBM, General Motors or Sears. Drucker's diagnosis was unequivocal: the most successful companies were (and are) those that have the ability to establish a good strategy (that is, a strategy, a strategic decision and strategic thinking). And for that, you need a planner. strategic planning A few days ago, Ramón Ollé himself published a post about the concept of planning , which in his opinion is not so much a strategy as a culture ("the culture of an entire team focused on the results of a communication action.
That is to say, the internal culture of an agency is more important, since results can be achieved even without having a planner. Strategic planning is an approach that began in the United States in the sixties, and the cultural issue - above the organic one - was already key then. And what exactly does a planner do? Ollé proposes a very specific role: "to provide elements of discussion, cohesion and understanding to all parties to create that culture." In a way he is a facilitator in a context marked by individualism. Strategic planning integrates diagnostic Industry Email List analysis, the introduction of projection techniques in decision making, and the way to rationally prioritize the actions that must be carried out to achieve the planned objectives. For guru Kenichi Ohmae, former director of McKinsey Tokyo, strategic planning is explained because there is competition and the objective of companies is to obtain the greatest possible advantage and effectiveness over their competitors based on the following points: – the establishment and definition of the mission as a company.
The definition of objectives – allocation of responsibilities and resources – identification of threats, opportunities and strengths – the design of appropriate strategic direction lines Regarding the specific origin of strategic planning and the planner in the world of communication, Pere Soler Pujals offers the following point of view: «In advertising agencies the origin of Strategic Planning, and consequently the "planner", is somewhat debated; Some sources claim that Stephen King of JWThompson and Stanley Pollit of BMP were the founding fathers of this new figure. In 1964 Stephen King, dissatisfied with the work carried out by the media and marketing departments of advertising agencies, developed a new work system (the T-Plan or Target Plan), which combined consumer research and insights to achieve more creative and effective advertising. For his part, Stanley Pollit, concerned about the freedom of action of account people when writing incomplete and lacking rigor creative briefs, wanted there to be a research person working alongside an accounts person.
That is to say, the internal culture of an agency is more important, since results can be achieved even without having a planner. Strategic planning is an approach that began in the United States in the sixties, and the cultural issue - above the organic one - was already key then. And what exactly does a planner do? Ollé proposes a very specific role: "to provide elements of discussion, cohesion and understanding to all parties to create that culture." In a way he is a facilitator in a context marked by individualism. Strategic planning integrates diagnostic Industry Email List analysis, the introduction of projection techniques in decision making, and the way to rationally prioritize the actions that must be carried out to achieve the planned objectives. For guru Kenichi Ohmae, former director of McKinsey Tokyo, strategic planning is explained because there is competition and the objective of companies is to obtain the greatest possible advantage and effectiveness over their competitors based on the following points: – the establishment and definition of the mission as a company.
The definition of objectives – allocation of responsibilities and resources – identification of threats, opportunities and strengths – the design of appropriate strategic direction lines Regarding the specific origin of strategic planning and the planner in the world of communication, Pere Soler Pujals offers the following point of view: «In advertising agencies the origin of Strategic Planning, and consequently the "planner", is somewhat debated; Some sources claim that Stephen King of JWThompson and Stanley Pollit of BMP were the founding fathers of this new figure. In 1964 Stephen King, dissatisfied with the work carried out by the media and marketing departments of advertising agencies, developed a new work system (the T-Plan or Target Plan), which combined consumer research and insights to achieve more creative and effective advertising. For his part, Stanley Pollit, concerned about the freedom of action of account people when writing incomplete and lacking rigor creative briefs, wanted there to be a research person working alongside an accounts person.
