This is a nice deck from the folks at @bbhlabs (via a nice Faris post) who support my feeling of the need for planners to be and behave differently. Although I thought it was initially cool, I always found it strange that it was up to planners to define the brand strategy, all by themselves, through one major insight. This is how planners got casted as arrogant by the broader ad community and might be how we attracted so many academics into the discipline - who are arguably less concerned with the outcome than the process and/or theoretical masturbation.
I truly think planners can bring the best value when they bring forward their honest intuition and curiosity to help inspire the creative and engagement teams to find new and different ideas - together. No ego. No sole ownership. Just people working cleverly with people.
