Planners Unmasked | Stephanie Simon

2 Sep 2016

 

WHAT 3 SKILLS SHOULD EVERY GOOD PLANNER POSSESS?

- Simplicity of thought: Sometimes people get caught in the trap of over-complicating things from the off - simple ideas are much more likely to become big ideas.

 

- Tenacity: Being instinctive when you think something is interesting and running with it. It also helps to be tenacious when you're trying to get your foot in the door, no is never a resounding no, it's often just a not right now.

 

- A thirst for knowledge: Constantly asking why and seeking out the answers to the weird and wonderful questions that pop into your head. I used to say I had a brain full of useless information but more often than not these random tidbits stored up in my head become relevant when we're brainstorming ideas.

 

WHAT IS THE SKILL PEOPLE COMING INTO THE INDUSTRY MOST NEED (AND OFTEN DON’T HAVE)?

Recognising the importance of collaboration. Ideas can come from anywhere, being collaborative right at the beginning of the process and throwing these ideas around can turn good ideas into great ones.


 

WHAT HAS BEEN YOUR CAREER HIGHLIGHT SO FAR?

Winning the Gold and Grand Prix APG Young Planner Award, I still can't quite believe that happened!

AND WHAT MAKES YOU CRINGE WHENEVER YOU THINK ABOUT IT?

I've had to embarrass myself on Carnaby Street on more than one occasion, all in the name of a pitch.

 

IF YOU COULD CHANGE ONE THING ABOUT YOUR JOB, WHAT WOULD IT BE?

I would change our approach to research (especially focus groups), it's far too rational when our relationship to brands is much more emotional.

WHICH BOOKS ARE MOST IMPORTANT TO YOU AND WHY?

One of my favourite advertising books is Brain Surfing by Heather LeFevre. Each chapter brings her learnings from shadowing CSOs from all over the world along with the culture and travel experience of each place she stayed.

My favourite non-advertising book is Shantaram by Gregory David Roberts. It blows my mind that this is a true story (although I suspect it is somewhat dramatised). It's because of this book that India is at the top of my wanderlust list.

YOUR FAVOURITE CAMPAIGN?

The Sony Bravia bouncy ball ad (Colour like no other). I was looking up José Gonzalez on YouTube when I first saw this ad, I was 16 at the time and it was the first time I recognised a piece of advertising as being creatively impressive.

 

 

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