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Laura Chiavone of DM9DDB: The concept of strategy has turned into something fluid
Manuela Walfenzao| 18 de abril de 2016
Laura Chiavone, EVP de Planificación de DM9DDB
A new approach for advertising strategy is needed, according to a post at {Linkedin;https://www.linkedin.com/pulse/hippie-strategy-laura-chiavone} by Laura Chiavone EVP Planning at DM9DDB. For Chiavone, strategy has become a sequence of short-term strategies with great understanding on what is expected in the future, always in response to content consumption implicit changes and facing all challenges arising from a new reality. A 360º shift regarding the strategy concept has always been in mind within the industry, where long-term and detailed plans are prepared to be carried out from one to five years. “And although it sounds like I’m talking about the reality of the agencies, I am sorry to say that I am actually talking about the reality of our entire ecosystem” she added. “As the interaction with the national and international market increases, the more it becomes clear that strategy has come to be a remarkable skill. Not only must the strategy respond to real time changes, but it also should interact intensively with all stakeholders of the marketing process. It may sound broad-minded to say that strategy has turned into something fluid” she said. Chiavone concluded saying: “The strategy isn’t dead. The way we used to do strategy is dead. Indeed, a beta-version, more fluid and flexible working style has been born. We’ll be happier if we embrace it instead of struggle with it. Welcome to the hippie strategy era.”
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