People often ask me what it takes to be or to hire a great connection planner. Does a candidate need to have a media background? Can yesterday’s brand planners morph into today’s connection planners? Is it more about creativity or strategic smarts?
My short answers to the above are no, yes, and both (but leaning toward the latter). Ask someone else in the field, though, and you could get different answers.
Jason Uzarraga 