Brand: Taylors Coffee Agency: Lucky Generals
As planners, we're a bit afraid of the obvious. It makes us look like we're not adding enough value. Where's the audacious pivot? Where's the unexpected leap?
This is a story about how planning overcame its fear of the obvious, recognised obviousness as a powerful strategic platform, championed and protected the obvious, and ultimately proved its commercial worth.
WARC subscribers can sign in to keep reading
WARC helps you to plan, create and deliver more effective marketing
Prove your case and back-up your idea
Get expert guidance on strategic challenges
Tackle current and emerging marketing themes
WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.
Strategy Partner, Fetch
We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.
