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Implosion by Andy Law

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11

THE DIGITAL

CREATIVE

PLANNER

Once again, the word “planner” appears in the job title of a creative, but a distinction needs to be made. In the instance of the Attention Planner, the word is used in its literal sense in reference to “he who plans with care”, and in this particular instance, “he who is capable of finding the right creative solution to attract the target’s attention”.

In the instance of the Digital Creative Planner, however, the term should be interpreted using the meaning it has acquired in agency jargon. “The Planner” is a precise (more or less, and in any case we devoted an entire chapter to it) professional figure who is involved in strategy.

So the correct way to interpret this neologism is, according to the intentions ...

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