How often do Planners get to go on a jolly?
Everyone else gets production lunches, superyachts in Cannes and the inevitable Cape Town shoot.
This paper is about a group of planners realising that soul-searching within the brand could only get us so far, and that looking outside for the answer to our problem didn't have to just mean talking to our audience.
In fact, it meant cancelling a research facility just outside of Reading for an all-expenses trip to Butlin's in Bognor Regis.
Swapping suburbia for faded seaside glamour led us to so much more than a few quotes...