Why planners could do with a common enemy

This article discusses agency planners and their role. Planners are interested, open-minded, intelligent and imaginative, but they have one defect: they keep questioning what their role in the agency should be and comparing it with other jobs.

Why planners could do with a common enemy

Rory Sutherland

I was asked to write a few words about planning for this edition of Admap. By long-established tradition, this means writing a piece the title of which ends in a question mark. Something along the lines of 'Whither planning?', perhaps. Or 'What future for planning in the 21st Century?'.

I am a huge fan of planners. Some of my best friends are planners. And, pace Dave Trott, some of the best planners are even planners, too. But they do love those question marks.

For the most...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands