Matt Dyke is a new breed of planner, whose beliefs may mean it’s time to come up with another word for “planning.” He believes the consumer is so much in control that “planning” must almost always be short-term in order to be able to react immediately to any of their actions.“You can no longer just ‘plan’ communications upfront in the traditional sense,” he says.
“Planning, particularly in the digital space, also requires agencies to continuously react to the actions of consumers, allowing ideas to develop and grow with interaction, further deepening the brand experience. Ideas that involve consumers have always been the most powerful, and digital technology has enabled us to take that involvement to a whole different level.”As planning director at Tribal DDB, he is comfortable creating ideas across any medium, and he believes digital offers a much broader opportunity to marketers than they realize. By being creative, online campaigns can work toward brand-building, customer retention, and other longer-term objectives, more than just making a quick sale. Earlier this year, Dyke was the brain power behind Monopoly Live, an interactive campaign for a limited, updated special edition of the board game.The campaign was a London-based urban event, using GPS-equipped black taxi cabs as playing pieces in a giant version of the board game and bringing people online to play themselves. His work goes far beyond the streets of London. He also serves as worldwide digital planning director for the Philips global account