An­nu­al brand plan­ning un­der­way, but it’s about time for a dis­rup­tion, says for­mer Big Phar­ma com­mer­cial leader

It’s the most won­der­ful time of the year — for me­dia plan­ners that is. The an­nu­al ad strat­e­gy and brand plan­ning for next year are in full swing, and Nan­cy Phe­lan, a for­mer phar­ma com­mer­cial leader at Pfiz­er and Bris­tol My­ers Squibb, has “rad­i­cal” ideas about how it needs to evolve.

Phe­lan, now an SVP at In­de­gene, is aim­ing to dis­rupt the sta­tus quo in tim­ing, and up­date both the process and the think­ing that goes in­to brand plan­ning.

Unlock this article instantly by becoming a free subscriber.

You’ll get access to free articles each month, plus you can customize what newsletters get delivered to your inbox each week, including breaking news.

SIGN UP LOG IN BECOME A PREMIUM SUBSCRIBER