Advertising change: The effects of digital disruption on advertising account planning
ISSN: 0258-0543
Article publication date: 12 June 2019
Issue publication date: 11 July 2019
Abstract
Purpose
This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.
Design/methodology/approach
This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.
Findings
Digital disruption, such as the prevalence of Big Data and technological progression, has fundamentally altered the advertising marketplace. Account planning is a role within advertising that is seeing significant challenges and may no longer be necessary.
Originality/value
The briefing saves busy executives, strategists, and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.
Keywords
Citation
(2019), "Advertising change: The effects of digital disruption on advertising account planning", Strategic Direction, Vol. 35 No. 7, pp. 37-39. https://doi.org/10.1108/SD-04-2019-0080
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited