Q&A with Mike Bentley

How can planners best position themselves for jobs with platforms like Google and Facebook ?

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The role of planning in new platforms is interesting. Initially, some of the platforms attempted to recreate agency style planning but despite hiring some incredible talent , it didn’t work . I think that the platforms would benefit most from planners who can help understand the role and meaning of the platforms. If TV is the campfire we huddle around and listen and watch stories by , what is , for example , Facebook? What is it’s meaning and it’s role ? Planning and planners should be evolving that thinking in and for the platforms.

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