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The best planners, I believe, not only have a first rate intelligence, they are also adept at reconciling opposing ideas. Great planners are as comfortable with art as they are with science, as interested in data as design.

I think it’s important for an agency to understand what they do - and why - and to develop that to the core. Building an integrated campaign is great, but what’s important is for people to spot your mark on the work. The videos, the copy lines, the look-and-feel, and e...

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