In evolved markets like India, planning as a function in advertising agencies came into being as early as in the mid-90s. I was introduced to the concept when I joined one of the most forward-thinking independent agencies in India at that time, Fountainhead Communications, which positioned itself as the ‘challenger agency for challenger brands’. We helped our client Cavinkare and its brands take on Unilever in their biggest categories and take away significant market share. The role of the planners in building brands was significant. To see these ‘knowledge warriors’ digging deep into reading and analysing retail audit data, researching customers extensively and bringing the ‘vo
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