has Planning got too pretentious?
The latest issue of Admap arrived yesterday, courtesy of the APG. The cover (and the six Admap Prize award-winning essays inside) focused on Planning 3.0.
As an Account Planner, this should have been a must-read. Instead I’ve just retrieved it from the recycling bin (where I chucked it after a quick flick through) in order to take the pic above.
Taking or writing about Planning is tricky. It’s such a play-to-your-strengths, individual thing and almost every Planner does it slightly differently. And as any Planner who has had to explain what they do for a living to someone outside the industry knows, it’s challenging to sum up in a few sentences.
But I really think there’s no need to go all academic or introspective. Planners are there to help make communications more effective. And to do that, agencies and their clients need to like, respect and understand us. Spending thousands of words speculating on the future of our role while using terms like symbiotic mutualisms probably isn’t going to further that cause.