WARC from Home is our series of content for those looking to skill up in the lockdown – including a weekly re-run of a classic webinar from the WARC database. Find all WARC from Home content here.
This week we feature a talk by Les Binet and Sarah Carter of adam&eveDDB on How Not to Plan, based on their book of the same name (published by the Account Planning Group in the UK).
How Not to Plan was based on Les and Sarah’s very popular Mythbuster columns from WARC’s Admap magazine – these sought to explode some of the half-truths, assumptions and outright errors brands and agencies apply to their planning.
The webinar runs through some of these, and brings in some real-life examples of strategy-gone-wrong. Here’s a great example on the perils of rushing to communication before considering the other marketing fundamentals:
For non-subscribers, we’re making this webinar free-to-air as part of WARC from Home.
Enjoy the talk!