Problems, processes, and the purpose of the planner

This article outlines the importance of process to planners, and is based on the views of Faris Yakob, a co-founder of consultancy Genius/Steals.

"The first job of the planner is to create problems," Faris Yakob believes.

While many creative people (and numerous clients) would probably agree, Yakob's assessment of the strategist's craft – as informed by stints at agencies including MDC Partners/KBS+, McCann Erickson, Naked Communications, and OMD – is base

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