Why planners and creatives drifted apart - and how agencies can bring them together

Joseph Clift

Of all the issues discussed at the 2016 Cannes Lions International Festival of Creativity, the need to improve ad agencies' internal processes was perhaps the least glamourous. But few would disagree that getting agencies to function better is crucial in order to get the kind of great creative work showcased by the Festival each year.

This issue was highlighted in a workshop session held by Tom Morton, senior vice president for strategy at digital agency network R/GA, and Sam Saunders, ECD at Taylor Global. Together, they analysed the increasingly vexed relationship between agency creatives and planners. And, talking to Warc at the Festival, planners from around the world gave their own views – suggesting that, while unglamourous, the issue remains very important to them.