So yesterday I put up a link to an article Leon very kindly sent me about the future of adland being linked to the role of the ‘creative planner’.
In the post, I stated that I found this kind of view damaging to planning and asked for people to guess why.
Of course, because my wife decided that was the day to unveil my new blog header, no one really bothered to respond to the question – favouring to write disparaging comments about my eligibility for cherubship – but putting that aside, I thought I’d take this opportunity to explain why I get very frustrated when articles like that come out.
Adland is an industry of egos.
Hell, mine could put Gene Simmons to shame, but regardless how good I am – or think I am – the reality is that I know any success I’ve had/have has more to do with other people than just me.
I’m not being shy and/or humble [this is me we’re talking about!!!] it’s the fact that great work needs great people to make it happen and the article seems to imply ‘planning’ is the only discipline that can really make a difference, with everyone else relegated to nothing more than supporting/bit-part players.
ARGHHHHHHHHHHHHHHHHHHHH!!!
Do I think planning is important?
Absolutely.
Do I think planning can/should be the ignition to an idea?
Definitely.
Do I think a planner is the only person who can think?
No.
Do I think a planner can do it all?
Not a fucking chance.
I’ve said it many times, but planning/planners should be judged on their ‘output’, not their intellectual – and often, unintelligible – input, and whilst I know some planners think they’re creative Gods, the reality is I’ve never met one who can do what a great creative can do, at least in terms of being able to develop the idea AND craft the finished work.
Hell, I’ve met more creatives that could give planners a run for their money than vice-versa … so this whole ‘planners are the new Rock Stars’ attitude is not only wrong, but driving an even bigger wedge between agency departments at a time when it needs it more than ever.
And whilst Richard Huntingdon recently wrote a critical article relating to the thought ‘a good idea can come from anyone’ … I believe it can, and have often been in the presence of it doing exactly that.
That doesn’t mean the account service, media planner, production assistant or receptionist will always come up with a groundbreakingly good idea … anymore than a planner/creative or client can [and let’s face it, with the standard of a lot of ads out there, the last thing I’d want to do is claim ‘ownership’ for the thinking] … but to suggest that they are in some way inferior to the ‘thinkers’ in an agency is about as misguided as his view all brainstorms are pointless.
Getting back to the article of yesterday …
Look I know a socialistic approach to business is suicide … and I know everyone has different talents and skills, which means their view may not be as valuable/relevant as those of others … but as much as I believe pragmatic planning/thinking should be the cornerstone for everything that goes on to be developed, I also know a good leader – where possible – will listen/explore/discover and learn from multiple viewpoints before deciding on the best course of action and that’s what drives me nuts about the article because it implies that approach is not necessary because a planner can do it all which is not only bollocks, but probably explains why [1] the only collaboration much of adland seems to engage in is blamethrowing and [2] why so much of adland is deep in the shit.