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Some of the best ads in the history of advertising were made before planners even existed.
To be fair, the best ads were made when clients didn't have access to data and research so they didn't have to make gut decisions anymore. If planners stopped existing tomorrow, we wouldn't start making amazing ads. You would just have one less person to help you navigate the new reality.
Planners don't make the ads you watch, they make the ads you watch better.
Don't conflate planning and account please.
Let's stop perpetuating the 'us' and 'them' between planning and creative, ok? Seriously. Until you pay their salaries, let them do their/our job so you can do yours.
Same shit. None of them actually make ads.
Yep. Many of the best were. But for the most part, it makes sense to have someone connecting consumer and brand. Trying at least. Because most ads still suck.
Where is your PM?
But we could do our jobs better if they did theirs faster 😇
@Copy OP - please remember this feeling when the creative team goes 50% over budget on hours, misses their deadlines and the developers have to work weekends and nights to build the site for the launch date then gets yelled at because their hours pushed the project over the estimate
I am definitely not discounting anyone's value. It just feels like these days time and time again someone didn't get it right the first time leading to multiple rounds of changes or they straight up sat on the brief when they've known about it for weeks/months.
This literally happens every time
OP not all planners work that way.
I only half meant that. Not trying to be a dick, it's just frustrating. Especially when so much time has been spent in agency hours the creative budget suffers.
@D1 it's the butterfly effect. One person late makes the rest of the project late. I agree, when they could be a month of thinking vs a week, you get what you get.
A week is enough time if the brief is strong, clear, and the client truly understood it.
This situation marks the failing of the account team to manage the client, and the strategy dept, though.....