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THE BEST CONVERSATION WE CAN BE
Forging PHD’s Future Product
MAKING SENSE OF A MESSY WORLD
The future isn’t what it used to be. We were promised a torrent of big data. We were assured full automation of processes. We were
enticed with the promise of an abundance of ideas that would herald the advert venture’s end and a renaissance in marketing. It can seem like as hard as we’ve tried, the same questions and challenges remain, and remain as elusive as ever. Where to focus? What’s the idea? How much to invest? What’s working? What’s the payback?
The future in which we find ourselves is messy and unpredictable, it’s unequal and imbalanced, it lacks
purity of data and objectivity; some of it is fake. We manage and tend to technology as it constantly breaks around us to such an extent that it can seem we work for it, rather than the other way around.
No, the future isn’t what we used to imagine. Turns out it’s way better.
Because the messy, organic, uneven, unpredictable, irrational world in which we find ourselves has never more required a human plannery-shaped agency
to make sense of it all. Think about what we, as media and communications planners, really do now.
THE EDIT ISSUE 06 | Q2 2017