Global thinking needs to anticipate local reaction

Orlando Hooper-Greenhill

Last year saw planning celebrate its 40th birthday. Of course, before that, people were planning in some shape or form, but it has been 40 years since the discipline was recognised as an important part of creating better, more effective advertising, resulting in stronger brands.

In the past five to 10 years, the shape of planning has changed considerably. The debate about technology's tectonic effects on communication has flourished, with agencies of all shapes and sizes frantically staking their claim in the digital rush.

But outside the rumpus and hullabaloo of how to plan for the new world order, time has been working a more subtle magic on brands and their communication. Companies are now more connected, trade is more fluid, new economic powers are flexing their muscles and established ones are lumbering into fresh pastures. The increasing globalisation of companies comes hand in hand with increasingly global brands and communications.