Widely recognized as one of the marketing industry's premier brand planners, Cathy Clift is the Chief Planning Officer of Rapp Collins Worldwide. Since joining Rapp Collins, Cathy's client experiences have included Best Buy, DIRECTV, Hyatt Hotels, Sony PlayStation, SBC, Toyota, SunTrust Bank and a growing list of healthcare clients. Cathy began her career at J. Walter Thompson in London and, since then, has built and led account planning teams at some of the most creative agencies in Europe and the United States, including Lowe Howard-Spink in London; Goodby, Silverstein & Partners in San Francisco; and TBWA Chiat / Day in New York. Cathy also served as director of strategic planning for McCann-Erickson, where she introduced the strategic planning discipline to McCann-Erickson's four West Coast offices for clients including Nestle, Microsoft, Washington Mutual and Sony Pictures Entertainment (Columbia TriStar).
By Steve Megitt, director of Filament Creative
Remaking a digital experience is more than just revamping your style. Being trendy can make organizations feel ahead of the curve, but the challenge comes in knowing when trends stop being relevant. For this reason, a simple redesign only scratches...
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