Delighted to say that Google Firestarters is returning for 2017 (our sixth year believe it or not) and our next event is fast approaching. On 15th March, 6.00pm at Google HQ London we'll be running our first Firestarters of 2017 on the theme of the future strategist/planner. A few months back I was asked by the IPA to do a major new piece of research into the future of agencies, the output of which will be a report I have authored that will be launched at Ad Week in March. There's some fascinating themes that have emerged from the research around the step-change in capability that many (though far from all) agencies are undergoing, and the significant implications for client engagement and operating models.
So the key question that we're setting out to answer in this event is what does changing agency capability and models mean for the future role of the strategist/planner? Alongside this we have questions like will the planning function will become more or less relevant? How can the strategist of the future navigate between the complexity brought to the role through technology and data and the evergreen value that comes from human-centred insight, affinity and creativity? How are the skills that planners need to have shifting? How will they work differently with clients in the future? Are traditional planning skills defunct or more apposite than ever?
And we have three of the smartest minds in planning to help us unpick the answers:
Dom Boyd, APG Chair, Group Head of Strategy, adam&eveDDB
Amelia Torode, (outgoing) Chief Strategy Officer TBWA London
Steve Gladdis, Joint Chief Strategy Officer, MediaCom
It should be another excellent event. As always, I have a limited few guest passes to give away to readers of this blog, so if you'd like one drop me a note or leave a comment below.