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June 02, 2010



Really clearly written piece - its often hard to describe what we do so succinctly! Mapping and listening seem to be making headway in the industry now as accepted practices but i still think engagement planning isn't given the focus it deserves. I think this is where we can borrow more from ad agencies as oppose to media agencies. As an ex-planner myself who now works in social media i have an adapted creative brief that also looks around value creation and what i call finding social or emotional currency. I'll definitely look to add in emanuel rosen drivers - thanks for that! I think its important to acknowledge that engagement planning is where concepts like integrated ideas / big ideas that come from anyone and everyone working on the brand matter more than ever. So getting all agencies in one room (especially whichever agency holds the more strategic relationship) makes engagement planning much more effective.

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