There are two popular advertising blogs, Scamp and Ad Contrarian that are particularily hostile against planners (also known as twats) and planning (has to be killed).
Being a cynical blogger or blog commenter is easy, and achieving good account planning is difficult. The problem is therefore not planning itself, but the quality of it is. I don't know what the solution is, but I know that getting rid of planning would send advertising back to the stoneage. Please remember that planning was founded to keep clients and marketing research from owning the creative process. So in a world where creative ideas get killed by clients, media agencies, consultants and excel sheets on a day-to-day basis, the best remedy is account planning, twat or not.
Being a cynical blogger or blog commenter is easy, and achieving good account planning is difficult. The problem is therefore not planning itself, but the quality of it is. I don't know what the solution is, but I know that getting rid of planning would send advertising back to the stoneage. Please remember that planning was founded to keep clients and marketing research from owning the creative process. So in a world where creative ideas get killed by clients, media agencies, consultants and excel sheets on a day-to-day basis, the best remedy is account planning, twat or not.
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