Understanding the "products" of planning

This article argues that planners must develop a granular understanding of the “products” of their craft in order to deliver effective work.

Planners, according to Faris Yakob, need an underlying philosophy to shape their thinking, alongside a related practical process that helps them solve brand problems.

The third component of their toolkit, he continued, involves "products". But rather th

WARC subscribers can sign in to keep reading

Not a subscriber?

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

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

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