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A Day in the Life of a Planner

Mario Morby

Girl Behind a Sheet
2nd March 2015
What's your official job title?

Planning Director at McCann Erickson Birmingham

How would you describe to your parents/grand parents what you do?

Give people like them choice

How would you actually describe what you do?

I’m still figuring it out, but if feels like translate and transform a whole bunch of different things into simple and evocative ideas.

Please could you write a sentence or two on what you were doing at the following times today/yesterday?

Took the creative team through a tricky pitch brief for a brand that operates in an unloved category. Must remember groin protector for next briefing.


Reviewed some creative concepts against a new piece of brand planning for an FMCG product. Getting hungry.


Put the finishing touches on a transformational strategy for a leisure client. Knowing that the debrief is going to include a mixed audience of operators and marketers means I’m reminded that if a planning strategy can’t be read & understood by someone from outside the industry, it’s failed.


Spent a few hours figuring out to how to use media in a way to convince banking customers to switch banks.


Observed how people were shopping for main meals without getting busted by the store manager.

7pm (or whatever time your work day generally ends)

Made some last minute changes to a tracking study that will test the 11am work.

If you left your job right now, what wouldn't happen as a result?

Getting out of bed, tomorrow, at 8am. Nothing too dramatic because I’m just one of the many folks that help shape strategy at McCann

What's the most interesting thing you've done in the last month?

Everything I've done has been interesting. Really.

What's the worst thing you've done in the past month?

Oh, I forgot the invoicing bit. That really wasn’t interesting.

What are you wearing today?

White t-shirt, stripy long sleeve top, grey jeans, black boxers, black socks, brown shoes, white watch, silver wedding ring, bracelet and a 4 day stubble

What's the one piece of advice you'd give someone trying to get your job?

Have self awareness. Tons of the stuff.

What's the one thing you wish you'd known before you started?

There are no right answers but trust your instincts.

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