The seven deadly sins of planning
Recently I was asked to talk to the Open Strategy Group about planning bad habits that should be addressed in 2017. And so I aimed off at what seem more to me as sins than simply bad habits. The seven deadly sins of planning. Here is the slideshare from the event, each point illustrated by...
Can any planners still plan?
Something has started to distress me about the future of planning and strategy in advertising agencies. And that is whether there will be any one left that can actually do the job. I mean the real job of being a planner, the job of imagining new futures of the brands that clients ask us to...
How we slowed down the connection between consumers and creatives
Nothing, I repeat nothing connects a planner and therefore an agency to the people that its is trying to understand better than qualitative research. Instinct is always a great starting point and data is often incredibly powerful but qualitative research, the beliefs, attitudes and stories of real people, told directly to the planner is the...