Jon Steel on planning - The last of the handloom weavers

Over 40 years ago, when ad agencies first introduced the planning discipline, the idea was to have someone on the account team to integrate consumer research into the ad development process.

Jon Steel on planning – The last of the handloom weavers

Jon Steel

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...

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