Freelance Brand and Creative Strategist / Strategic Planner and Fractional Strategy Director
I had an interesting discussion with a senior Creative about propositions the other day, re how ‘creative’ they should be. Since many clients prefer to sign off on a proposition before any creative work begins they have to be well written enough to engage and excite the client – but without going as far as … Continue reading how creative should propositions be?
I've been working on a project for a category recently that I had to politely refer to in client meetings as "a low interest category for shoppers instore". Jon Steel in his Planner's bible Truth, Lies and Advertising recounts the story of a 1980's client who, flushed with excitement that their new chocolate biscuit bar … Continue reading how do you turn questionable product features into relevant differentiation?
Dear Clients, Agencies and Other Interested Parties, on behalf of Planners everywhere, may I draw your attention to the following points: 1) We are not researchers. Yes, most of us can moderate our own focus groups / depths and manage research projects, but if you’re wanting a load of quant doing complete with modelling then … Continue reading ten things account planners would like you to know
I’ve been thinking about Planners Who Do Other Things Now. These fall into several subcategories, there’s Planners Who Now Do Something Totally Different But Use Their Planning Skillset, like the Chief Exec of an NHS Trust and the Life Coach I know. Then there’s Planners Who Don’t Work In Ad Agencies Anymore, but instead work … Continue reading why are so many Planners not doing ad agency Planning anymore?
Over the weekend I was chatting with a friend who is a university lecturer and PhD about their work. They called me "the most academic non-academic I've ever met", which I think was a compliment... We were discussing how one of their projects was going and I was struck by how very different the agency … Continue reading when Planning met Academia
I spent last Thursday in London to help out at day one of London Strategy Unit’s 1up, a two day workshop-type course for aspiring and junior planners and strategists. The lovely Andreea from LSU asked me to come down and share my thoughts with everyone on practical day-to-day stuff like building client relationships. So I … Continue reading 1up – LSU assemble a crack team (and me) to train junior strategists (and, it turns out, me)
I’ve been working on an integrated pitch where I had to brief in the entire pitch team on my ‘thinking so far’ a couple of days prior to creative briefing. So last week I started writing the ‘show your workings’ stuff onto sheets of A4 and adding in good charts from research the client provided … Continue reading why didn’t I think of this before?
The latest issue of Admap arrived yesterday, courtesy of the APG. The cover (and the six Admap Prize award-winning essays inside) focused on Planning 3.0. As an Account Planner, this should have been a must-read. Instead I’ve just retrieved it from the recycling bin (where I chucked it after a quick flick through) in order … Continue reading has Planning got too pretentious?
I’ve written lots of posts with tips for wannabe Planners (here, here and here), but it struck me that I’ve never posted anything aimed at Junior Planners who are already in their first Planning post. If you want to get ahead, you need to get noticed. And these days being good at your specific Roles … Continue reading junior planners – get noticed to get ahead
I had a very disconcerting conversation with a Partner in a (what counts for medium sized up here) agency recently. This person knew that they needed some Planning, but didn’t really know what Account Planning was or what a Planner does. It was a bit of a wake-up call when I had to explain the … Continue reading erm, what is it exactly that Planners do again?