Jon Steel on planning – The last of the handloom weavers
A Few Months Ago, a senior planner in one of WPP's advertising agencies showed me an idea for a new campaign. We both thought it was rather good, but I suggested that he should take it out and show it to some real people, to see if they shared our view.
He looked uncomfortable. “I don't really do that,” he said. “I don't – I mean, I haven't ever, really. I could, but having never – you know…”
While I knew that the agency's clients very often...