Guinness Global: Embracing iteration
Rory Gallery and Lilian Sor
Campaign details
Client: Guinness GlobalAgency: AMVBBDOBrand: Diageo
We present planning as perfection
Strategists like to present what we do in a Stepford-wives-esque, picture perfect way.
We've all done it.
We write the paper that fills you with envy of how planning started and inspired something great, with an example of a single, phenomenal, ground breaking strategic breakthrough that led to award-winning creative work.
But planning really works like this
It's chaotic.
We create some work, we present it, we address feedback, we test it, we learn...