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What is comms planning
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I am seeing these disciplines merge into UX/CX design thinking, which shares processes/models with product design thinking. Also will see a greater need for understanding how systems connect an ecosystem together, i.e. Adobe and Salesforce
Most value is in helping creative teams sell in better work, creating campaign ecosystems that work much harder than the traditional TV/Print approach, and bridging the gap between creative and media to make more integrated campaigns