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Most US agencies now have strategy and comms planning. The term planner exists mostly in media.
But I do find comms planners lacking. They’re like inferior experience people that only think about media.
I’m loving the irony of a bunch of planners having trouble understanding what each other is trying to say.
Whats the difference?
Yeah?
Yeah what’s the difference at your agency. I’ve only had one or the other.
Yeah that sounds like Jim and Michael co-managing on the office.
Never said it wasn’t funny. Just looked like a terrible work situation.
How about just planners. We plan shit end of story. Everybody has a different way of doing it but it’s all the same shit. The rest is nonsense
ACD1 complain is about having only ONE cook in the kitchen. You expect one chef to know how to do it all, and in most restaurants—they do. In michellin awarded restaurants, you have a bakery chef, sous chefs, etc.
Of course they hate not being part of the planning. It’s the same job, but you expect them to sit quietly and finish chewing your food for you. Screw that. As if the ‘big idea transcends all’ is anything more than an excuse for luddites to avoid getting their hands dirty with the nitty gritty of contemporary planning. Let them help. You might learn something.
It’s trickier than that. It’s like saying “hire someone who is equally good at using both hemispheres of the brain” or “hire a copywriter that is also an art director”
Planners will never be equally good at writing briefs than creating core frameworks. You’re either really great at one, and good at the other.
Is this a media thing?
I personally think it should be:
Data strategist (analysts, researchers)
Creative strategist (data-based territories/briefs)
Planning strategist (tactics and GTM Strgy)
And if needed:
Comms strategist
Media strategist
I just hate the word planning. Sounds like “project mgmt”
Where would y'all see UX/CX fitting into these varying roles?
Same job different names
This usually never happens, but when things get busy and RFPs come in, they jump in like wolves.
In the agency, planners do the first half of the process (idea territories, research, creative brief) and strategists do the second half (comms framework, channel roles, etc)
To be fair, it is really confusing--especially to recruiters, who apparently see "account planner" on my resume and think I'm an AE.
Lol, this got tangled. Ok, in my agency, planners are creative planners and strategists are brand planners.
Our data guys are called data analysts
Portfolio school is a plus of what you described. So silly to veer off and say that you don’t want people with degrees but with skills instead.
So, one spews more jargon than the next? I can see why there’s conflict .