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Strategic Communications Planning: Just Do It Yourself

Bricolage is a French word that is used in creative processes to describe pulling together what you find at hand in a loose, collaborative process that focuses deeply on creation, observation, and iteration. Used in advertising and marketing, it’s a new way of planning. Instead of researching a creative brief and tossing it over the wall to the “creatives,” this new way begins with an insight or insights taken from close observation of the customer’s journey.

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