APG
- Oct 21, 2016
- 6 min
A Reasonable Rant
Being a planner today is bewildering. Or at least, I am bewildered. Big picture wise, in line with client-agency relationships, the role of planning seems to have got smaller as it has become more complex. In addition, I find my lack of control extremely disconcerting. What can I do about recessions, budget cuts, new CMOs, organisational structure and culture of global organisations, the separation of ownership and control at those organisations, just to name a few? This is w
APG
- Oct 15, 2016
- 3 min
Planners Unmasked | Pietro Barbieri-Hermitte
WHAT 3 SKILLS SHOULD EVERY GOOD PLANNER POSSESS? Being ‘agile’ or ‘empathic’ are pretty much fundamental to the industry and to the role, respectively. Also, I don’t believe character traits exist in a vacuum, so I’ve gone a little broader... Courage & curiosity - You’ve been hired to bring a fresh perspective. To spot that sparkling nugget of truth that’s imperceptible to the naked eye. Don’t conform to the norm. Madness can be the winning ticket. The best planners are able
APG
- Oct 7, 2016
- 3 min
Planners Unmasked | Cedric Legrand
WHAT 3 SKILLS SHOULD EVERY GOOD PLANNER POSSESS? Empathy - The basis of any kind of good communication. It’s necessary when you write briefs, but also in order to work with people in an agency. Perspective - Being able to move across abstract and concrete: from framework to campaign, from trend to insight, from concept to endline. It’s also being able to move around the problem, always questioning whether you’re looking at it from the right angle. Synthesis - I see planning a
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