Tooheys Extra Dry: Nocturnal Migration
Simon McCruddenBMF
Exec Summary
This paper is about rethinking where planning sits. Not literally, but in the advertising development process. Traditionally we see planning sitting before creative – steering it all from a big truth. And the CPAs are built on the idea that planning inspired (or was at the start of) great creative work. We even have to supply creative briefs as the proof of our endeavours. This paper talks to the value of planning sitting next to creative – sitting alongside it through the process adding contextual insights, subtlety and truth in...