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Sounds like they probably do the tactical planning. Likely more in the know with channel specifics and owning micro insights. Social, digital, influencer, experiential, etc, and weaving it all together into one holistic plan for a campaign. They should be involved throughout the process, but only to consult early on. Once the big idea is landed, that’s when the brand planner leans out and only consults while they step in and get hands on.
Thanks. I’d like to understand “partner with creative” more.